Just As Grandpa Is Learning Gmail, comScore says Web-Based Email Usage Declines 59% Among Teens
Posted in Social Media on February 08, 2011 by Matt Bitzer
Just as mom, dad, grandma and grandpa finally take a shine web-based email, apparently a majority of teens have already moved on to the next great communication trend: social networking platforms. According to a recent 2010 comScore digital trends report, a whopping 59% of people between age 12 and 17 experienced a decrease in the amount of time spent using web-based email.
So if teens are spending less time using web-based email, then where is their time being spent? It seems that young people are migrating to more integrated forms of communication such as social networking and text messaging. In fact, according to the comScore report "Social Networking now ranks as the [second] most engaging activity at 14.4 percent of time spent online," which is 3.8 percentage points greater than in 2009. On the other hand, web-based email usage declined overall by 1.5 percentage points.
If your name is Mark Zuckerburg then this news is music to your ears, particularly considering the launch of Facebook's new messaging system, aimed at keeping a majority of online communication within the confines of the Facebook ecosystem.
What does this mean for the hotel industry?
If you're a hotel wondering where to put your marketing dollars in 2011, there are some things to consider from this report:
Overall, just in looking at the graph above, it's clear that different age groups use the internet in very different ways. A one-size-fits-all strategy simply won't be as effective. Make sure your online marketing plan addresses all relevant demographics by integrating channels that your customers frequent. Just remember that your email marketing campaign may show up in Grandpa's inbox, but if you want to reach Junior you may want to consider reaching out to him on his own turf.
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