E-mail use in decline among Generation Y

Social platforms are on the rise, nothing new there: the social category as a whole is at the dawn of becoming the dominant in online content, accounting for 16.6 percent of internet minutes spent as 2011 drew to a close. A new comScore-report found that while leader Facebook continues its impressive growth – reaching three out of four U.S. users – relative newcomers like Tumblr, Pinterest (check out this infographic, this is a hot and cool fast rising startup!) and Google+ are evolving and growing at a steady pace. So…. social media is gaining in popularity, but other categories lost. Big time, and for e-mail, this might be a “larger and permanent shift”, according to comScore.

Instant messaging fell 40 percent year over year; online personals dropped 40 percent; and job search sites declined 21 percent, according to comScore. Web-based email also suffered notable declines among certain age groups and especially Generation Y. The use of web-based e-mail was down 31 percent among teens age 12 to 17, and down 34 percent among 18- to 24-year-olds. The report states this is a “larger and more permanent shift”.

“While the significant decline among teens represents a continuation of a similar trend observed last year, that 18-24-year-olds are now moving away from webmail suggests a larger and more permanent shift in email usage may be occurring.”

Find the full report here!


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