'Dark social' now accounts for 74% of all online sharing activity

"Inbound web traffic coming from 'dark social', such as via links from email, forums or instant message, now accounts for 74 per cent all online sharing activity in the UK, according to research from RadiumOne. The 'Light and Dark of Social Sharing- harnessing the power of consumer connections study' , found that activity via dark social, which refers to any online activity which web analytics are unable to track, far outweighs sharing on Facebook (19 per cent)"

"Rupert Staines, managing director, Europe at RadiumOne said: "Dark Social is simply too big to ignore; sharing in the dark outstrips Facebook and all other social channels combined by three-to-one, yet many brands are currently unable to understand this untapped audience. Acting on Dark Social presents a huge opportunity for brands to improve their ROI from their social media and digital marketing investments.""

Inbound web traffic from dark social accounts for 74% of online sharing activity in the UK. Dark social describes online activity that web analytics cannot track. Sharing on Facebook represents 19% and all other social channels combined represent 7%. Of 9,027 consumers surveyed across the UK, North America, Europe, Australia and France, 26% share only via dark channels, rising to 32% globally. Thirty-six percent of dark social sharing now occurs via mobile devices. Topics most often discussed via dark social are typically one-to-one in nature, including property (89%), careers (87%) and personal finance (83%). Acting on dark social presents an opportunity for brands to improve social and digital marketing ROI.

Read at The Drum