Email, Social Networks And A Tale Of Two Gen Ys
Earlier this week in Essentials we cited the PMN study that drew out the somewhat surprising finding Gen Y’ers would sacrifice social networking sites over email if forced to give one up… for a week. Over on ReadWriteWeb the discussion was picked up and some lingering questions were asked: what if the period was extended beyond a week? Has “the death of email” among young adults been overhyped (we’ve said as much in the past)? How much of this can be chalked up to social networking fatigue?
With all of these questions, as well as with the original study, it seems noteworthy to point out the age range we’re talking about here: 18 to 24 year-olds, i.e. college students and those just entering the workforce. Setting aside the data itself, in my mind lumping these two demographics together could easily lead to a blurry picture of both. With the help of some recent Ypulse Insights Research on college students’ online habits and my own anecdotal experience I thought I’d explain why.
Email plays a critical role for young professionals. Our research found college students spending an average of 2.7 hours a day online during the summer, a number that no doubt fluctuates during the school year when you factor in class, study time, hanging out, etc. Meanwhile, at 23 years old working in media, no matter the season, I literally spend all day every weekday (and let’s be honest, sometimes a good portion of the night) in front of a screen. My email is always accessible, and I’m constantly reading and composing messages. As can be said of most anyone, Gen-Y or not, with a full-time desk job. This isn’t to say that college students aren’t checking their emails regularly (especially if they have phones that are synced) or using it to communicate with parents, professors, professional contacts and even sometimes (brace yourself) friends, but the channel just doesn’t serve the same minute-to-minute function as it does in the workplace.
Social networks and campus life. Party invites, campus happenings, finding a friend of a friend, tracking down someone in your class, etc. In some ways Facebook is a virtual campus — even when school isn’t in session. Over the summer Ypulse Insights found 90% of college students were visiting social networking sites with the same frequency they reported visiting email sites, using the platform to stay in touch with friends, local and distant. Also, nearly half invited people to an event. Even if part of that social networking/email overlap is because social network updates, invitations, etc. are automatically forwarded to inboxes, the nature of what is being forwarded still changes dramatically from before you graduate to after you join the alumni network.
Social networks and a lack of campus life. On the flip side to the previous point, recently graduated Gen Y’ers are discovering Facebook no longer functions as that main hub of social activity it did back at school. So while it’s still a fine place for displaying photos, finding contact information, sharing links and keeping tabs on old friends, when it comes to everyday communication I’ve found myself and friends drifting more toward platforms like Gmail/Gchat and Twitter, which offer a professional use along with the social. Marking that same college vs. non-college distinction, I’ve also seen a move away from FB events in favor of mass emails or invitation services like Evites, and, as of last week, Someecards. Some of this shift in gears could be caused by fatigue and/or the presence of mom and dad, but then it also might stem from the same reason it feels a little weird to spend too much time on your actual campus immediately after you graduate. It’s just not the same.
Anastasia also wondered how teens would respond to the the same question of choosing between social networks, email and texting. From what we’ve found, their use for email mainly includes notifications and to communicate with adults (mostly), while looking to social networks and texting to connect with friends. Email does still play a role, but our sense is the answer might be different. Ypulse readers?
Sorta Related:
Nearly 50 percent of Gmail users are under 25 (ReadWriteWeb)
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