The Nielsen Company issued a new research study this month with findings on how American’s spend their time online. Not surprising, social networking maintains the number one position with a 43% increase from last year’s study. American’s are spending a third of their time now engaged in social media at their computer- particularly social networks such as Facebook, Twitter and blogs. It goes without saying that these channels are no longer a choice when it comes to marketing. While the growth may taper, it’s still a force to be reckoned with.
What’s more interesting in the study is the data on email usage. Email has taken a 28% dip on the computer; however, is the number one activity on mobile devices. Apparently we like our email to go (I know I do).
I’d be very interested in seeing a deeper analysis of this particular data point. Are Americans getting tired of email and dealing with it while on the move? Or is it simply been reprioritized while sitting at the computer as we gain more from our time on social networks? I’d love to say we have less email, but if my inbox is any indication…
Email engagement trends will be interesting to watch in the coming years as we find new ways to communicate both personally and professionally. Even GroupOn, which uses daily emails for its distribution, is expanding its reach through a targeted promotion with the Bravo Network according to a recent post by the Wall Street Journal. While smart to expand its brand visibility and reach, I have to wonder if email will become a less effective communication channel over time and they are anticipating this shift.
And to think email was once the “killer app”.