“Dark social,” or sharing that is invisible to traditional analytics because it happens via email or instant message, accounts for twice the sharing that occurs on Facebook, and 91 percent of people use it regularly, according to a new 9,000-consumer study commissioned by RadiumOne. Fifty-nine percent of all online sharing is via dark social, RadiumOne says, while just 31 percent happens on Facebook. Every other social channel on the web makes up about 10 percent combined.
+ Nature publisher hopes to end “dark sharing” by making read-only papers free (ScienceInsider)
+ Earlier: The Guardian is being swamped with “dark traffic” and no one knows where it’s coming from (Business Insider) and a dark traffic explainer (Digiday)