How
many times have you been e-mailed a joke or cartoon and forwarded it to
friends or co-workers? And how many times have you done it today?

According to a report just released by Sharpe Partners,
a marketing agency, 89% of US adult Internet users share content with
friends, family and associates by e-mail, and they do so often.

The study on viral marketing reported that 63% of the
respondents share content at least once a week, and 25% share daily or
almost daily.

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

What kind of viral content is most popular? In a word, humor.

People seem to love forwarding jokes and cartoons, though the second most popular category sent, news, is not always funny.

For companies looking to employ a viral marketing program, the
study found that 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

As a Sharpe Partners spokesperson said, "It is clear that viral
marketing is a low-risk approach." The vast majority of those who
receive e-mails with brand sponsorships, 89%, said they had no adverse
feelings.

In fact, the study identified a group it called "Brand Fans,"
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.

More at eMarketer’s Analyst Reports.