Calgary, AB – Online Canadians have reported a significant decline in
the number of weekly emails received, according to the latest Ipsos Interactive Reid Report.
The average number of email received in the past week (including spam) has declined by
35% from 198 in late 2008 to 129 today.
J1a. "In an average week, how many emails do you receive (including spam)?"
Generally, 18-34 year olds do everything more online than their older counterparts.
However, this age group now receives the fewest emails each week with an average of 116.
Those respondents with high school educations or less also receive significantly fewer emails
Study author Mark Laver noted that "when you look at some of the new communications
platforms, such as Facebook, Twitter and Messenger, that have taken off in the last few years
the decline in email usage is really not that surprising, what is surprising is the size of the
decline that is happening."
One of the reasons that email usage may have declined so dramatically are emerging
communications platforms such as Facebook, Twitter, and various Instant Messengers. In fact,
Facebook users send an average of 16 messages inside of that platform each week. Those
using MSN Messenger or Blackberry Messenger are sending even more messages on a
J18. "In the past week how many messages/emails did you send to people in the
following communications platforms?"
Interestingly, there are some demographic and gender differences by communications
platform. Facebook tends to be used more often by females and those with lower household
incomes. Twitter, MSN Messenger and Blackberry Messenger tend to be used more frequently
by males. MSN Messenger is used more frequently by those aged 18-34, while Blackberry is
used more by males aged 35-54, and those with higher household incomes.
Study author Mark Laver noted that "people are still communicating online through text
based communications, however these are starting to become more real time because in
some of these platforms you can see when your contacts are online at the same time as you
are. Email in contrast is based on hope. Hope that the message gets through, hope that the
recipient is there, hope that they open it and hope that they return the message. The newer
forms of communicating can be more instantaneous which may be one of the reasons that
users are gravitating to them. These findings also have significant implications for those
businesses that rely on email marketing for some or all of their business. These companies
should be evaluating to see if social media platforms are an effective method for distributing
This release is based on the findings of a chapter on Email Marketing of an Ipsos
Reid syndicated study, the Inter@ctive Reid Report, fielded in Q1, 2010. This
online survey of 844 Canadian adults was conducted via the Ipsos Online Panel. The results
are based on a sample where quota sampling and weighting are employed to balance
demographics and ensure that the sample's composition reflects that of the actual Canadian
population according to Census data. Quota samples with weighting from the Ipsos online
panel provide results that are intended to approximate a probability sample. An unweighted
probability sample of this size, with a 100% response rate, would have an estimated margin of
error of +/- 3.37 percentage points, 19 times out of 20.
For more information on this news release and the Interactive Reid Report please
Associate Vice President
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader and the country’s leading provider of
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