According to ComScore’s U.S. Digital Year in Review published last week, the use of email in America actually declined relative to other ways they spent time online. And according to the way the statistics shake out, this is a trend that’s likely to continue.
While overall email usage dropped 8%, the declines in usage amongst the youngest demographics were dramatic: 18% in the 25-35 year-old bracket and59% in the 12-17 year-old bracket.
Likely viewing email as cumbersome, school-aged children strongly prefer the nimbler, pithier messaging formats of social media sites like Facebook and Twitter. Overall, social media usage among youth jumped to 14% of all time spent online (this doesn’t count phone texting). What a difference a year makes.
But resist the temptation to rejoice at the prospect of a lighter inbox; you don’t need to look further than your Outlook 2010 social media-enhanced “people pane” view to realize the volume of written exchanges that we receive online continues to accelerate in the opposite direction. In truth, these eye-opening statistics are one more signal that more than ever, social media must be embraced as part of any marketing strategy, large or small.