How Students Communicate Online
Posted by Mark Levy | Posted in Digital Kids, Research | Posted on 18-12-2008
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Today’s high school and college students are hardly newcomers when it comes to email. The mean number of email addresses per student surveyed is 2.4. Most college students have had an email address for about 8 years, with the average student getting an initial email address at the age of 13. When students choose a primary email service, Gmail is the clear favorite. 32% of college students use Gmail as their primary email address, 19% yahoo, 18% MSN/Hotmail and only about 17% use their school email address as their primary address. If you’re looking at marketing to this group through online channels, Google’s advertising network is one to seriously consider, according to a recent Student Survey by eROI.
Effectiveness of Email Marketing
Students can be an elusive demographic for marketers. Staying on top of constantly evolving trends is the key to gaining trust and staying relevant to the student market, but another challenge in reaching them is knowing which channel will carry and present your message most effectively. Students, on average, read marketing emails on a “rarely to never” basis, with 61% falling into this category. 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 are effectively speaking to them personally.
