Here are the 2011-2013 stats on new media usage for Americans. They should be both helpful and motivating in formulating your communications strategy for your organization:
- 92% of Americans use email [study]. 66% check it daily.
- 83% of young adults use social media [study]. 67% of all internet users.
- 37% of email is opened on mobile device [study]. 30% opened by webmail thru browser.
- 68% of churchgoers want to connect with their Church via social media [study].
- 79% of all adults use the internet (95% of young adults) [pew study].
- 87% of adults own a cell phone [pew study]. Over half of which are smartphones.
- 26% of adults own an e-reader [study]. 31% own a tablet computer.
- The average teenager sends out 50 text messages per day [pew study].
- 87% of teens engage in electronic communication [study].
- The use of cell phones and text messaging is bridging the digital divide for lower income people [pew study].
- 97% of households have a phone* [study].
One main takeaway is that email (and search) are still the most popular online activities. If you don’t have effective email lists for your organization, stop what you are doing and start building some.
One of the other most significant stats to note is summed up here:
As of April 2012, 55% of adult cell owners use the internet on their mobile phones; nearly double what we found three years ago.
31% of current cell internet users say that they mostly go online using their cell phone, and not using some other device such as a desktop or laptop computer. [source]
The means by which people are interacting with and using the internet is rapidly changing and is quickly becoming much more mobile. This trend will continue in the years to come, as well as expand to virtually every interface and electronic tool that we use.
* I include the “phone” stat because it is still a really great way to reach people who don’t have any other means (which is why Flocknote includes a feature that will actually make a phone call to those individuals – and leave a voicemail using text-to-speech – reading them any new information you send out to everyone).
Do you know someone in leadership who doesn’t believe it is both urgent and important to communicate using these media? Sharing these stats with them should help!