S&R Blog


Has the use of email been put on life support?
April 20, 2009, 5:57 pm
Filed under: social media | Tags: , , , , , , , ,

If you base your answer on a new study by Nielsen Online, yes.  According to the study, titled Global Faces and Networked Places, 66.8% of Internet users across the globe accessed “member communities” last year, compared to 65.1% for email.

Although the numbers seem to be credible, I find this kind of message ironic, since email use is the backbone that social networking  is based on (i.e. you can’t sign-up, send messages , etc. without it). So what do the numbers really mean?  Over at the DMA blog they do a great counter argument on the results by pointing out that the research:

–         does NOT claim that more people USE Member communities than email
–         does not define active reach
–         does not define email
–         does not equate active reach with unique users
–         shows that email use is growing faster than search

What does this mean? Email has been seamlessly integrated into the social networking scene and day-to-day life without anyone noticing. Its death has been predicted for the past 7 years and research is showing that certain target audiences have found other mediums to communicate. But without email, there would be no social media. And marketers should remember that.

The full report, courtesy of Mashable, can be found here.

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