Use Marketing Charts Data in Your Marketing Plan – Here’s a Sample

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One of my favorite places to visit regularly is “Marketing Charts“  Here is just a sample of some of the fantastic information that you’ll find that will help you pull your marketing plan together.

Though members of Generation Y spend considerable time on social networks such as Facebook and MySpace, they are far more willing to give up these social networks for a week than texting or email, according to (pdf) a study by the Participatory Marketing Network (PMN), conducted in partnership with Pace University’s Lubin School of Business’ IDM Lab.

Notable findings from the study:

* Email (26%) and text messaging (26%) are the activities least likely to be “given up for a week,” followed by TV (15%), talking on the phone (11%), visiting social networks (9%), reading magazines (7%) and visiting non-social-network sites (6%).

* The average time spent by Gen Y on social networks per month is 33 hours, compared with 31 hours for email. A difference of two hours per month is unexpectedly small given the disparate media coverage given to Facebook and other social networks, PMN noted.

* Texting remains an important communications tool for Gen Y, with the average number of text messages per month exceeding 740.

* Gen Y spends more time emailing, texting and social networking online than talking on the phone, watching TV or reading magazines.

Michael Della Penna, PMN co-founder and executive chairman, said it may seem surprising at first that email still plays such an important role in younger people’s lives. However, he pointed to the fact that email and social networking sites currently work hand in hand. “As long as email remains the collection point for social networking updates, including alerts around new followers, discussion updates and friend requests, it will remain a powerful force in marketing and our lives,” he said.

A separate analysis by Nielsen found a similar interplay between social networking and email, perhaps because of this relationship.

Interest in Mobile Promos Low

The study also found that interest in mobile marketing remains low among Gen Y, with only one in five now receiving targeted promotional messages and only 4% planning to do so in the future.

A study by 1020 Placecast, which asked a similar question, found a much larger percentage of young people at least somewhat willing to receive such messages. In that research, 40% of cellphone owners between ages 18-34 said they were interested.

About the study: Conducted in October 2009, the study included 203 panel members between ages 18-24.

via Gen Y Chooses Texting, Email over SocNets.

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3 Comments

  1. Great resource! Just found your blog, and I’m really enjoying it. Going to subscribe and keep up with your posts.

    Thanks!

    [ps. the title of this post has a typo!]

  2. Thanks Tobin! Just have to LOVE digital media for the ability to make mistakes and fix them. I think that’s what’s freed me up to ever post anything! Glad you like the blog. Don’t forget to visit http://www.diymarketers.com for more great marketing info.

  3. Gen Y may have been early adopters of texting and social media and they quickly taught their Baby Boomer parents the value of texting and social media. Grandparents of the Millennials and Gen Y are staying engaged with their grandchildren through social media because of the robust platform of pictures, videos and ease status updates.

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