Uses of Email, Facebook and Twitter among Millennials or generation Y

 
A recent field study carried out by Exact Target titled "Subscribers, Fans, and Followers"whose objective was to find out how users use email, Facebook and Twitter to interact with brands, yields very interesting data in the segment of the so-called Millennials (or Generation Y, people born between 1982 and 1995). The aspects that have most caught our attention are:

1. These users receive on average 7.4 commercial emails per day. They have liked 5.9 companies on Facebook and the average number of companies they follow on Twitter is 2.9.
2. 84% of these users use email to receive commercial emails, 46% are fans on Facebook and 6% are followers on Twitter.
3. 87% of 17-30 year olds who use email subscribe to commercial lists of their favourite brands/companies. Of these, 57% of Facebook users are fans of at least 1 brand/company and 24% of Twitter users follow at least 1 brand.
4. 95% of Millennials do not use the different digital channels in isolation, but 95% of those who are Facebook fans have also subscribed to commercial email lists.. Also, 95% of those who follow a brand on Twitter subscribe to the mailing lists. 70% of those who follow brands on Twitter are also fans of them on Facebook. Finally, less than 2% of Millennials only engage with their favourite brands on Facebook.
 

 Fuent: ExactTarget

The conclusion we can draw from this data is that users between 17 and 30 years old use the different digital channels available to engage with brands, and that social media is not replacing email but complementing it.

 
Another study, in this case by e-Dialog, entitled Global consumer attitudes survey of June 2010, shows that 58% of offline shoppers (in-store or telephone shopping) were motivated to buy after receiving a commercial email. The same study shows the use of different digital channels by country.
 

Source: eDialog

 
More reports. The Email Marketing provider Vertical Response published a study in which a relevant data was collected: companies that coordinate email marketing with social media obtain an open rate 28 times higher than those that do not.
 
 
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