My college age daughter does check it. She knows her college will send her messages that way, and her mother. My high school age daughter needs more of a nudge: "Have you checked your e-mail at all this month?!?"
A recent study released by eROI shows just how typical this is. The study looked at determine how high school and college students and recent college graduates communicate digitally. According to a review published by the Center for Media Research:
- Students, on average, read marketing emails on a "rarely to never" basis, with 61% falling into this category, says the report. Only 16% are reading marketing emails on a frequent basis, while 66% of students rarely or never take action on marketing emails.
- Most college students do not feel that companies' advertising is not effectively speaking to them personally:
- 60% of students take action upon receiving an email only if they are interested in the product
- 47% take action if they are attracted to a special offer
- 11% of students take action because of the design of an email
- About 36% of students use email alerts to keep up to date on what's happening on their social networks
- About one-quarter of students originally got an email address for social networking purposes
- One-quarter got an email address for the ability to buy online
- 81% got an email address for communicating with family
- 52% for communicating with friends
Students are actively on social networks, and the study finds that they are spending their time as follows:
- 83% of college students use Facebook,
- 65% use MySpace and
- 21% use LinkedIn
The study identifies the channels are students using most. The preferred means of communication for college students are:
- Text messaging (37%)
- Email (26%)
- Social networking IM (15%)
- Instant messaging (11%)
- Social networking email (11%)
- And 12% of students check email on a mobile device
eROI is a email marketing and interactive agency, combining compelling interactive design with innovative email marketing software. To get the full report (it is free, but you will have to supply some information), click http://www.eroi.com/student-email-marketing-social-networking-survey-results/?source=homepage
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