Consumers are communicating with each other at higher rates than ever before – perhaps because they have new channels available to them. These new methods of communicating, especially mobile e‑mail, are changing the ways consumers stay in touch. This means marketers will need to adjust their tactics to stay top of mind with consumers.
The greatest change in consumer communication is occurring in web-based e‑mail. Last year, 6% fewer consumers used web-based e‑mail services (does not include application-based programs like Outlook). In addition, the amount of time spend on web-based e‑mail dropped 9% and page views dropped 15%.
Not surprisingly, mobile e‑mail access is soaring. In the last year, 70 million consumers per month accessed e‑mail on their phones. This marked a 36% increase over the previous year. So far, specific demographic groups are leading the shift to mobile access of e‑mail. Here are the survey results on this topic published by comScore Media Metrix. Figures can be compared to 100 for the base or average representation:
- Men: 114
- Consumers between the ages of 18–24: 146
- Consumers between the ages of 25–34: 160
- Consumers between the ages of 25–44: 124
Even as younger consumers shift to the latest and greatest form of communicating with friends and family, older consumers are increasing their use of web-based e‑mail. Study results show that the number of unique visitors to web-based e‑mail jumped 16% for consumers in the 55–64 age group and 8% for consumers age 65+.
Commenting on the study, Mark Donovan, comScore senior vice president of mobile says, “these findings demonstrate just how quickly channel shifts can occur and why it’s now essential for media brands to have a strong presence in both arenas.” Marketers will need to think through ad campaigns and target demographics as they determine the best way to reach consumers who constantly change behavior.[Source: E‑mail Evolution: Web-based E‑mail Shows Signs of Decline in the U.S. While Mobile E‑mail Usage on the Rise. comScore.com. 20 Jan. 2011. Web. 9 Feb. 2011]