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Teens Ditching Email?

Posted by Michael Bloch in web marketing (Monday July 16, 2012 )

If you’re an email marketer targeting teenagers, the news isn’t good.

A study by Pew Internet has found a massive 39% of teens don’t use email, ever – a crushing bit of info to those marketers apprehensive about leaving the warm embrace of the medium for the trenches of social networks or mobile marketing.

63% of teens SMS every day. 77% of teens aged 12 – 17 have a cell phone; but smartphone ownership in that group is still relatively small – just 23%. 87% of older teens own cell phones.

49% of teens access the web via their cell phone each month.

Asked about their usage of email, only 6% said they use email daily.

The report says 93% of teens have a Facebook account and 24% have a MySpace presence.

A very interesting statistic – more than double the number of girls are active on Twitter than boys – 22% vs. 10%.

59% of teens have a single social network account and 41% have accounts with multiple services.

Getting off the marketing aspect a little; it’s good to see many young ‘uns understanding the importance of privacy settings – 62% now have their profiles set to only allow access to “friends”. Unfortunately, “friends” can be a rather loose term in the online world.

Even more encouraging is the fact that 55% have held back on posting something for fear it might come back to bite them on the butt in the future. It’s amazing how many adults still haven’t grasped that concept.

The full slideshow report “Teens 2012: Truth, Trends, and Myths About Teen Online Behavior” can be viewed here.


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