• eMarketer, Wednesday, October 13, 2010 10:16 AM

Despite the rise of social media, the majority of consumers still rely on email to share digital content, according to a study from market researcher Chadwick Martin Bailey. Overall, 86% of survey respondents said they used email to share content, compared to 49% who said they used Facebook. Still, older generations appear to be largely responsible for tipping the scales in email's favor. "Broken down by age, the preference for email is more pronounced as users get older," notes eMarketer.

"And only the youngest group polled, those ages 18 to 24, reverses the trend, with 76% sharing via Facebook, compared with 70% via email." What is clear is that consumers are sharing content online, as nearly half do so at least once a week. What are they sharing, exactly? The majority -- 72% -- share content that they themselves find interesting or amusing, while 58% share content they think recipients will find helpful or relevant.

Read the whole story at eMarketer »