Time Spent With Personal Email Unchanged From Last Year
Despite the growth in the number of people using social networking sites to communicate with each other, time spent with personal email to friends and family is unchanged from last year, with 71 percent of respondents spending 20 minutes or more weekly.
This finding was gleaned from relationship marketing agency Merkle’s "View From the Social Inbox," a newly published report that reflects consumer attitudes toward and usage of online social media and related email use. Merkle surveyed 3,281 U.S. adults age 18 or older online last fall.
Other findings from the report include the following:
* Active social networkers are more likely to be avid email users, as measured by time spent with social email as well as the number of times checked daily. Forty-two percent of social networkers, for example, check their email accounts four or more times a day, compared to 27 percent of their non-networked counterparts.
* Fifty-three percent of online adults use Facebook weekly or more frequently. Eighteen percent regularly use MySpace.
* Twenty percent of Facebook, MySpace and/or Twitter users have posted or shared something from permission email to their social accounts via a "share" option, indicating the importance of an integrated email marketing strategy. What's more, social network users younger than 50, as well as ethnic segments including African-Americans, Hispanics and Asians, are significantly more likely to share to their social sites.
• Social networkers are twice as likely to use mobile email (28 percent versus 14 percent) and be “hyper email checkers” compared to non-networked online counterparts.