Another day, another study confirming what previous studies have shown about Facebook. Quick summary: “sharing now produces an estimated 10 percent of all Internet traffic and 31 percent of referral traffic to sites from search and social. Search is still about twice as big.
“When it comes to sharing on the Web, Facebook rules. Facebook accounts for 38 percent of all sharing referral traffic. Email and Twitter tied for second with 17 percent each. Those are the percentages that actually clicked through. The raw sharing numbers are higher. Facebook makes up 56 percent of all shared content (up from 45 percent in August, 2010), followed by email at 15 percent (down from 34 percent) …”
I note especially that figure showing halving of the sharing done via e-mail. It would seem that most of that moved to Facebook. Thinking about it, that certainly mirrors shifts in my own sending and receiving of e-mail: Except for my mother-in-law, most people seem to do less e-mailing of links than they used to. As noted here in previous posts about sharing links to your stories via Facebook, this is a snapshot and a trend, it doesn’t mean it will be permanent, but it does reinforce how people right now feel most comfortable sharing information they find interesting.