WASHINGTON: Despite the emergence of new social media tools and various online ways to connect with people, members of the young generation are still hooked to emails and keep checking it round-the-clock no matter where they are or what they are doing, a new survey has revealed.
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. One-third are comfortable using emojis to communicate with a direct manager or senior executive,” wrote Kristin Naragon, director of e-mail solutions at Adobe in a blog post on Wednesday.
The Adobe team surveyed more than 400 US-based workers, 18 and older, about their use of email.
The findings challenge conventional views of email as a tired, over-saturated medium for engaging consumers.
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 over 30 hours a week.
Nine of 10 respondents say they check personal email at work and work email from home.
More than one-third report having multiple personal accounts.
“Thirty-five percent say they prefer communicating with colleagues via email, putting it on par with face-to-face collaboration,” Naragon noted.
Outside of work, Americans most commonly check their email while watching TV (70 percent), from bed (52 percent), on vacation (50 percent), while on the phone (43 percent), from the bathroom (42 percent) and even - most dangerously - while driving (18 percent).
Although people are using email more than ever, many also experience email fatigue.
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.
“Most tellingly, four out of 10 report going on self-imposed ‘email detox’ programmes, avoiding their inboxes for an average of five days,” the findings showed.
The results suggest that marketers should re-invest in email as part of a coordinated cross-channel strategy.
“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 campaign,” the blog suggested.