Highlights from a study by Sharpe Partners, a marketing agency:



1. 89% of US adult Internet users share content with friends, family and associates by e-mail, and they do so often.

2. 63% of the respondents share content at least once a week, and 25% share daily or almost daily.

3. The e-mails are usually shared with more than one person, with some 75% of respondents forwarding content to up to six other recipients.

4. Humor is the most popular type of viral content. News is the second most favourite.

5. Adding overt brand messages only slightly reduces the likelihood that the content will be shared. Over 40% said they are more or slightly more likely to send marketing-related messages. Only 5% refuse to share content that contains a clear brand message. 89% of all those who receive e-mails with brand sponsorships, said they had no adverse feelings.

6. The study has identified a group it called “Brand Fans,” - people who are so viral they are contagious. Over 80% of them feel positively about Brand sponsored content shared at least once a week, and 35% share daily. They are also most likely to share with ten or more people.