Students Don’t Use E-Mail

I live with some typical millennials. They text all day long and spend time with social media. What they don’t do is spend a lot of time on e-mail.

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 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 effectively speaking to them:
    • 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

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