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Email Evolution: Web-based Email Shows Signs of Decline in the U.S. While Mobile Email Usage on the Rise

RESTON, Va. Jan. 20, 2011 November 2010

http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO

Mark Donovan

Web-based Email Declines, Young Users Show Most Dramatic Decrease in Usage

November 2010

Web-based Email Category Usage*
November 2010 vs. November 2009
Total U.S. – Home, Work and University Locations
Source: comScore Media Metrix

Email Category

Nov-09

Nov-10

% Change

Total Unique Visitors (000)

162,908

153,363

-6

Total Minutes (MM)

47,862

43,374

-9

Total Pages Viewed (MM)

44,840

38,204

-15

*Web-based email does not include email applications such as Outlook, etc.

An analysis of email users’ demographic characteristics revealed that young users, those between the ages of 12-17 showed the sharpest decline in usage during the past year.  The number of visitors from this age segment declined 24 percent, while engagement fell by half as total minutes decreased 48 percent and total pages dropped 53 percent. Engagement also declined among users 18-54, as a general shift in email behavior was evident across most segments.

In contrast, usage increased among those 55 and over. The number of 55-64 year olds accessing web-based email increased 15 percent with similar gains in engagement, while those age 65+ experienced gains across all three metrics as well. When looking at email usage among males and females, males displayed a more dramatic decline in usage than females, with total email minutes falling 12 percent for males compared to 7 percent among females.

Web-based Email Category Usage for PC-Internet*
November 2010 vs. November 2009
Total U.S. – Home, Work and University Locations
Source: comScore Media Metrix

% Change Unique Visitors

% Change Total Minutes

% Change Total Pages

Gender

Males

-12%

-12%

-19%

Females

1%

-7%

-11%

Age

Age 12-17

-24%

-48%

-53%

Age 18-24

9%

-10%

-14%

Age  25-34

1%

-11%

-15%

Age  35-44

1%

-14%

-18%

Age  45-54

-6%

-12%

-16%

Age  55-64

16%

15%

9%

Age  65+

8%

17%

13%

*Web-based email does not include email applications such as Outlook, etc.

Mobile Email Now Mainstream

November 2010

Mobile Email Usage
3 Month Avg. Ending Nov. 2010 vs. 3 Month Avg. Ending Nov. 2009
Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens

Total Mobile Audience (000)

Nov-09

Nov-10

% Change

Used email ever in month

51,639

70,105

36%

Used email almost every day

31,161

43,477

40%

Accessing mobile email increased by double-digits across all age segments. Younger age groups showed a higher probability of accessing email from their mobile devices compared to older segments. Persons age 25-34 were 60 percent more likely to access email than an average mobile user, with those between the ages of 18-24 being 46 percent more likely to do so, representing the two age segments with the highest propensity. Overall, males were 14 percent more likely to be users of mobile email.

Mobile Email Usage by Demographic Segment
3 Month Avg. Ending Nov. 2010
Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens

Index*

Gender

Males

114

Females

87

Age

Age 12-17

106

Age 18-24

146

Age  25-34

160

Age  35-44

124

Age  45-54

88

Age  55-64

50

Age  65+

25

*Index – (% mobile email users / % mobile users)*100. Index of 100 indicates average representation.

Continued Donovan, "What we have seen in the smartphone era is the rapid acceleration of data consumption, which has helped drive mobile usage across multiple categories including email. In a relatively short period of time, adoption of mobile email has reached 78 percent of the smartphone population, which is very similar to the penetration of web-based email among Internet users. These findings demonstrate just how quickly channel shifts can occur and why it’s now essential for media brands to have a strong presence in both arenas."

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SOURCE comScore, Inc.

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