Study released by eROI shows looks 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:
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/li>