Wednesday, November 4, 2009

Gen Y Holds Tight to E-Mail and Texting

Newspapers may be reporting on the demise of e-mail, and some research indicates that young people are turning more toward social networking than more traditional online communication, but college students still see e-mail as a critical medium for messages.

More than one-quarter of college students told the Participatory Marketing Network and Pace University’s Lubin School of Business’ IDM Lab that e-mail was the activity they were least likely to give up for a week—far ahead of the 9% who said they couldn’t live without social networks.

“These results may be surprising to some, but not if you consider the role email continues to play in the day-to-day lives of Gen Y,” said Michael Della Penna, PMN co-founder and executive chairman, in a statement. “As long as email remains the collection point for social networking updates, including alerts around new followers, discussion updates and friend requests, it will remain a powerful force in marketing and our lives.”

On average, respondents spend 33 hours per month on social networking sites, compared with 31 hours with e-mail, a small difference considering the hype around social networking.

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