POST Online Media Lite Edition



 

Forget social networks: Teens, Millennials prefer email

Staff writer |
Adestra announced the results of a study designed to gauge consumer opinions and behavior when it comes to email.

Article continues below






The survey asked more than 1,200 respondents from teenagers to Baby Boomers how they interact with, and think about, the email messages they receive.

Perhaps the most surprising thing revealed in the study is that teens and Millennials use email. A lot. Of course they text and engage with their friends via social media, but when it comes to communicating with brands and organizations, email reigns supreme.

According to the study, nearly 68 percent of teens and 73 percent of Millennials said they prefer to receive communication from a business via email.

In addition, more than half rely on email to buy things online. Not surprisingly, the same holds true for Gen X and Baby Boomers.

"For the last few years, it's been widely assumed that email would fade away because Millennials and teens weren't going to use it," Phelan said.

"It turns out that the opposite is true. Email continues to be part of everyday life across all age groups, with consumers literally hanging out in their inboxes all day long."

As important as why consumers use email is when and how they access it. Across all age groups, 86 percent say they use their smartphones for email communication (that number is even higher for teens and Millennials).

And 48 percent of teens and 44 percent of Millennials reach for those smartphones to check messages right after turning off the alarm clock.


What to read next

Millennials are more brand loyal than older consumers
Digitally overloaded Millennials disengage with brands
'Brand destroyers' aren't winning millennial consumers