Most Americans Wake Up to Email
Published on June 11, 2010
Nearly six in ten online consumers (58%) say they start their day by checking email, whereas 20% head straight to search engine sites and 11% check in with Facebook, according to a study by ExactTarget.
Email-first and Facebook-first consumers together constitute over two-thirds of all online adults, but each group comprises a distinct type of customer, ExactTarget found:
Email-First Consumers...
- Tend to be task-oriented, subscribing to more email and interacting with brands across email and social media channels to find deals, promotions, and new product information
- Tend to check their email more often throughout the course of the day
Facebook-First Consumers...
- Tend to become fans of brands for entertainment purposes, or to show support for brands, but not to obtain deals
- 84% use email on a daily basis—and cite promotions as their top motivation for subscribing to brand emails
- Are more likely to share information they find online than their email-first counterparts, and are nearly as likely to share that information via Facebook (40%) as they are via email (43%)
Below, other findings from ExactTarget's Digital Morning study.
→ end article preview
Read the Full Article
Membership is required to access this how-to marketing article ... don't worry though, it's FREE!
Comments
Great article. Loved the charts!
Great stats. Would really like to see global stats broken down by country. One can dream.
Natasha, Jeff from ExactTarget here. This research was of U.S. consumers only; however, we are looking to expand our SUBSCRIBERS, FANS & FOLLOWERS research overseas. Look for the rest of the US research report series to be released over the summer at http://www.exacttarget.com/sff. We welcome your feedback & requests!