Just an Online Minute... Email Use

by Masha Geller, May 25, 2001, 12:00 AM

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For all you email advertisers out there, two studies out today reveal interesting facts about the medium. First, it seems that older Americans have finally discovered email. Second, the majority of women online use the Internet to maintain relationships on a regular basis.

Use of the Internet among those ages 55-64 grew to 43% in the past six months from 36% six months ago and 31% eighteen months ago, according to the semi-annual Cyber Stats report from Mediamark Research (MRI).

According to MRI, the most common online activity among consumers 55-64 is email. Compared to six months ago, use of email by this group has increased by 20%. Compared to 18 months ago, there has been a 46% increase in email use among older Americans and while fewer engage in other Internet activities, these users are increasingly tracking their investments, making purchases, making travel plans and just browsing.

MRI says the number of adults who reported using either the Internet or an online service in the last 30 days is 105 million, or 52% of all U.S. adults. On the high end, 43 million adults reported using America Online, versus 2.3 million on the low end for Prodigy. The numbers for CompuServe are 3.8 million and 18.7 million for MSN.

The women study conducted for Hallmark.com indicates that just under 70% communicate with family and friends online daily. "Women are increasingly using online tools such as e- cards, gift assistance and gift certificates," said Hallmark.com's Diana Stuart.

According to those polled, the leading occasion for sending e-cards is birthdays, closely followed by "just for fun," major holidays and "I'm thinking of you."

Speaking of which, have a great holiday weekend and I'll see you back here on Tuesday.

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