Gen Y Chooses Texting, E-mail over Social Networking

Although members of the so-called Generation Y spend a considerable amount of time visiting social networking sites such as Facebook and MySpace, majority of them are far more willing to give up visiting these sites for a week than forego texting or e-mail, according to a study conducted by the Participatory Marketing Network (PMN) and Pace University’s Lubin School of Business’ IDM Lab. 

The behavioral study on the Gen Y group, the third one conducted by the two organizations, examined their time spent and their preference for visiting social networks, reading/writing email, texting, talking on the phone, watching TV, reading magazines and surfing the web on non-social media sites.

Some notable findings from the study include:

• E-mail and text messaging are activities least likely to be “given up for a week,” followed by TV, talking on the phone, visiting social networking sites, reading magazines and visiting non-social networking sites.

Source: The PMN/Pace University’s Lubin School of Business’ IDM Lab, October 2009, base = 203

Source: The PMN/Pace University’s Lubin School of Business’ IDM Lab, October 2009, base = 203

Source: The PMN/Pace University’s Lubin School of Business’ IDM Lab, October 2009, base = 203

• Texting remains an important communication tool for Gen Y, with the average number of text messages sent per month exceeding 740.

• The Gen Y group spends more time e-mailing, texting and visiting social networking sites than talking on the phone, watching TV or reading magazines.

Michael Della Penna, PMN co-founder and executive chairman, said it may seem surprising at first that e-mail still plays an important role in younger people’s lives.  However, he said email and social networking sites currently work hand in hand.  “As long as e-mail remains the collection point for social networking updates, including alerts around new followers, discussion updates and friend requests, it will remain a powerful force in marketing and our lives.”

A separate analysis by Nielsen found a similar interplay between social networking and e-mail.

Low Interest in Mobile Promos

The study also found that interest in mobile marketing remains low among the Gen Y group, with only one in five now receiving targeted promotional messages and only 4% planning to do so in the future.

Source: The PMN/Pace University’s Lubin School of Business’ IDM Lab, October 2009, base = 203

A study by 1020 Placecast, which asked a similar question, found a much larger percentage of young people at least somewhat willing to receive such messages. In that research, 40% of mobile phone owners between ages 18-34 said they were interested.

About the study: The study was conducted in October 2009. It includes 203 panel members who ages range from 18 to 24.

The article is originally published at http://www.market ingcharts.com/television/gen-y-chooses-texting-email-over-socnets-10811/. 21 October 2009.

 

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