The report, The Power of Sharing, revealed that consumers who share content with themselves – for example texting themselves a link to a review – are 1.7 times more likely to buy.

It also revealed that dark social – sharing that can't be measured by web analytics – accounts for 75% of consumers sharing online. The report authors highlight this as ‘a missed opportunity for marketers when not tracking this behaviour'. 

“Taking advantage of consumer sharing behaviours has thus far been a widely untapped resource by marketers,” said Bill Lonergan, CEO at RadiumOne. “By analysing and acting upon consumer sharing signals, marketers get a real time view into what consumers are interested in and where they are on their journey.”

The report was based on 1.5bn viewed events and 10.5m shares and clicks across 30 days.