New research shows 58% of us do this in the morning

July 26, 2010 | Posted by Carolyn Pikoulas
According to a new study by ExactTarget, more than half of all U.S. online consumers begin our day interacting with companies via Email, compared to 20% who start the day on search engines and 11% on Facebook. This study noted key differences in our motivations for interacting with companies across email and social media.

"Consumers who check email first tend to be more task-oriented, subscribe to more emails and interact with brands across email and social media to obtain deals, promotions or new product information," says Morgan Stewart of ExactTarget's research and education group. "This stands in stark contrast to people who initially check Facebook, who tend to draw firmer, more segregated boundaries and become fans of brands for entertainment purposes or to show support for a company or product."

Other key points concluded from the study:

• 93% of U.S. online consumers subscribe to email marketing messages
• 42% of U.S. online consumers use Facebook at least once a day. Of these, 69% are a fan of one or more companies
• While consumers between the ages of 18 and 34 are the most active demographic on Facebook and Twitter, they are also among the most active on email.
• 68% of daily Twitter users follow at least one brand, yet only 7% of U.S. consumers participate on Twitter with that frequency

ExactTarget's chief marketing officer, Tim Kopp says, "Consumers' initial online activity provides a glimpse into their priorities and motivations, giving marketers an understanding of how and when to deliver the most compelling and relevant messages. Marketers must move quickly to make the most of the opportunity, and the Subscribers, Fans, Followers research series provides the insight required to develop a targeted and effective interactive marketing program."