How O2 is using dark social to personalise digital communications

Dark social is an increasingly important source of referral traffic. According to new research from RadiumOn dar social dominates how people share and interact with online content on smartphones.
Its research found that dark social channels account for 77% of shared content via mobile phones, with just 23% coming from public social networks. And when it comes to engaging with shared content, 80% of clicks come from dark social sources, with smartphones accounting for 64% of that total.
RadiumOne