Despite the growing popularity of OTT messaging apps, SMS is still common. Roughly half (48%) of US and UK internet users surveyed by GlobalWebIndex in Q1 2019 said they typically shared content with their peers via SMS. Read the rest at eMarketer.
Given the concerns over social media, it is perhaps not surprising to see so many private channels being used to share content. The downside for marketers is that these dark social channels are tough to track. The upside, though, is that the content that is shared by them carries with it much more trust.