Marketing’s Weekly Dose of the Truth

Ken Magill

About Us

Email Dead? Nope, Not Even Gasping

By Ken Magill

Email is the No. 1 online activity people across all age groups engage in, according to a recent study by the Pew Internet & American Life Project.

“Email and search engine use remain the backbone of online activities, with 88 percent of the oldest generation using email,” the study said. “Communicating by email is not as popular with teens, however; only 73 percent of teens use email, making them the generation least likely to do so. When teens do use email, they tend to use it more in formal situations or when communicating with adults than to communicate with friends.”

An average of 94 percent of all online adults use email, according to the Generations 2010 study.

Meanwhile, blogging came in at the bottom of the list with an average of 14 percent of all online adults saying they maintain their own blogs, the Pew study said.

The highest blog activity was among online adults 18 to 33 years old, with 16 percent saying they maintain a Weblog, Pew reported.

Not surprisingly, the lowest blog activity was among online adults aged 74 plus, with just 5 percent saying they do so, according to Pew. Also, people aged 74 plus accounted for the lowest percentage of Internet penetration with just 30 percent saying they go online, according to the study.

Ecommerce came in strong with 66 percent of all Internet users saying they have bought products online, according to Pew.

The strongest ecommerce segment was the 56-to-64-year-old demographic with 69 percent of them saying they have bought products online, according to the study.

Travel reservations also came in strong with 66 percent of all online adults saying they have booked travel on the Internet, according to Pew.

Also not surprisingly, social media fared extremely well with youngsters leading the way.

“Younger adults are by far the most likely group to use social network sites such as Facebook, MySpace, or LinkedIn—83 percent of adults 33 and younger currently use them,” the study said. “However, older generations have seen the most dramatic growth over the past two years.”

Social-media use by people aged 46 to 55 increased 30 percent over the past two years, from 20 percent in December 2008 to 50 percent in May 2010, and social media use among people aged 56 to 64 increased 34 percent from 9 percent in 2008 to 43 percent in 2010, according to the Pew report.

“The fastest rate of growth was seen among the oldest generation of internet users, as the percentage of adults age 74 and older who use social network sites quadrupled from 4 percent in December 2008 to 16 percent in May 2010,” the study said.

Overall use of social media increased from 35 percent to 61 percent from 2008 to 2010, according to the Pew report.

Get the whole study here.


Show: Newest | Oldest

Post a Comment
Your Name:
Please type the letters in the image above

Terms: Feel free to be as big a jerk as you want, but don't attack anyone other than me personally. And don't criticize people or companies other than me anonymously. Got something crappy to say? Say it under your real name. Anonymous potshots and personal attacks aimed at me, however, are fine.

Posted by:
Date: 2010-12-24 21:29:42
Subject: Thanks For The Facts

Hi Ken, Thanks for putting together some facts on this topic. The speculation by some that email is dying has me dumbfounded. As an email marketer it is good to be able to share with my clients some numbers that speak the truth. I wrote a short post directing my clients to your article. It can be seen here.