Social media is an omnipresent, powerful form of communication and customer engagement. It is talked about daily and has infiltrated the lives of millions of people around the world.
As a form of customer engagement, social media accounts for often telling information about consumer brand interactions globally. It is also a huge part of connecting with family and friends anywhere in the world, particularly through social media sites like Facebook.
But, despite the emergence of new social media tools and various online ways to connect with people, members of the younger generation are still attached to email. In fact, according to a new survey from Adobe, younger people keep checking email 24 hours a day, no matter where they are or what they are doing.
According to the campaign team at global software company Adobe, millennials (those born after 1980) are more frequent users of email than any other age group.
“Millennials are more likely to check work email outside of normal work hours,” Kristin Naragon, director of email solutions at Adobe, wrote in a blog post on Aug. 26. “One-third is comfortable using emails to communicate with a direct manager or senior executive.”
The Adobe team surveyed more than 400 U.S.-based workers, 18 and older, about their use of email.
Here are some of the key takeaways from the survey:
The team found that people are practically addicted to email. “In fact, more than half of millennials check email from the bathroom,” the survey revealed.
On average, survey respondents report using email six hours a day, or more than 30 hours per week.
Nine out of 10 respondents say they check personal email at work and work email from home.
More than one-third report having multiple personal accounts.
Outside of work, Americans most commonly check their email while watching TV (70%), from bed (52%), on vacation (50%), while on the phone (43%), from the bathroom (42%) and while driving (18%).
Twenty-four percent of respondents believe they check email “way too much”.
Thirty-four percent report having had to create a new email address due to an overwhelming amount of spam.
“With the right planning, the right tools and the right understanding of their customers, marketers can overcome the love-hate relationship and make email the most powerful part of their campaigns,” Naragon wrote.