Online sharing has a dark side. It’s covert, silent and it’s almost completely untraceable. It’s also a good thing. Dark Social is any kind of inbound traffic that can’t be accounted for. This usually happens because the sharer copied and pasted a link from public point A to private point B such as on a forum, instant message, text message, email or chat.
Radium One just published the results of their survey on the subject called ‘The Light and Dark of Social Sharing – Harnessing the Power of Consumer Connections’
They discovered that 91% of consumers regularly use Dark Social channels in addition to traditional social sharing. 27% of consumers said they only share through dark channels with the percentage rising along with the average age. 46% of those over 55 use only Dark Social vs 19% of those under 35.