Dark social refers to nearly untraceable web traffic that comes from internet users sharing content directly and privately with each other, instead of posting or sharing it publicly. It often takes place on private messaging apps and email. This means that brands may be overlooking a huge portion of social sharing about their products. Internet users are now more likely to be sharing information or content with their peers – friends who are the same age or who have the same type of job – on private messaging apps compared to public social networks and even word-of-mouth.

Take a glance at the types of channels that most internet users use to share information or content with their peers, 2019:

• Private messaging applications are ranked as the most used channel for sharing information and content between surveyed internet users and their peers with a rate of 63%.
• Posting on social media account is ranked as the second most used channel by surveyed internet users for sharing information and content with their peers with a rate of 54%.
• Word of mouth/in person comes next as a method used by surveyed internet users for sharing content or information with their peers with a rate of 51%.
• Mobile phone SMS also listed as a used channel of sharing information and content between internet users and their peers with a rate of 48%.

A Figure Shows The Most Used Channels of Sharing Information with Peers, 2019.