Email is a great tool to use when you want to target specific individuals with relevant information. But how does it work with teens?
According to a recent Pew Internet & American Life Project report, U.S. teens prefer instant messaging (IM) over email for everyday “conversations”. They also believe email is more for communicating with adults. And it seems more girls than boys are using IM. Does this mean email is not an option for reaching teens?
Luckily the report indicates that teens still think email is best to use for longer and more complex messages. And if you want to build on brand visuals email is the way to go.
Here are some highlights from the “Teens and Technology” report, covering a November 2004 survey of 1,100 U.S. youth between the ages of 12 and 17, plus their parents:
* About 21 million teens use the internet and half of them say they go online every day.
* 51% of online teens live in homes with broadband connections.
* 76% of online teens get news online, 38% higher than four years ago.
* 43% have made purchases online, 71% higher than four years ago.
* 75% of online teens use instant messaging (IM).
* 97% of girls 15-17 have used instant messaging.
* 57% of older girls have sent a text message compared to 40% of older boys.
You can access the full report on the Pew website.