Coffee ‘n Email

Posted: June 15, 2010 in Convergence

From the Center for Media Research:

According to a new study by ExactTarget, based on more than 1,500 consumer interviews, 58% of U.S. online consumers begin their day interacting with companies on Email, compared to 20% who start their day on search engines and 11% on Facebook. Consumers’ early morning online preferences reflect key differences in their motivations for interacting with companies across email and social media, observes the report.

Morgan Stewart, principal, ExactTarget’s research and education group, says:

* “Consumers who check email first tend to be more task-oriented, subscribe to more emails and interact with brands across email and social media to obtain deals, promotions or new product information…
* … in stark contrast to people who initially check Facebook, who tend to draw firmer, more segregated boundaries and become fans of brands for entertainment purposes or to show support for a company or product.”
* Key findings of the research include the fact that 93% of U.S. consumers subscribe to email marketing messagesand 42% of U.S. online consumers use Facebook at least once a day. And, of these:
* 69% are a fan of one or more companies
54% of U.S. consumers between the ages of 18 and 24 are fans of brands on Facebook.
While consumers between the ages of 18 and 34 are the most active demographic on Facebook and Twitter, they are also among the most active on email.
* 43% of all online consumers are either fans or followers of at least one brand on Twitter or Facebook
* 68% of daily Twitter users follow at least one brand, yet only 7% of U.S. consumers participate on Twitter with that frequency

Tim Kopp, ExactTarget’s chief marketing officer, said “… Consumers’ initial online activity provides a glimpse into their priorities and motivations… marketers must move quickly to… deliver the most compelling and relevant messages… ”

For more information about the study, or to access an interactive application of the Subscribers, Fans & Followers data, please visit ExactTarget here.

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