More Social Networking Means More Time Spent on Email?

A new study by Nielsen into the consumption patterns of internet users of social media and email has ‘proved’ that the heaviest consumers of social media are also those who spend the most time on email services.
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According to Nielsen, the findings are not surprising at all. “Intuitively this makes some sense. Social media sites like Facebook send messages to your inbox every time someone comments on your posting or something you’ve participated in, and depending on your settings, can send updates on almost every activity. Also, it’s perfectly logical that as people make connections though social media, they maintain those connections outside of the specific platform and may extend those connections to email, a phone conversation or even in-person meetings“, the company writes on their blog.

But is the email activity high simply because you get more friend requests? It does not sound logical. The graph shows a very wide gap between heavy social media users and others. It probably indicates that people who are heavy social media users are actually heavy internet users as well in the general sense. These are the people who watch a lot of videos on Youtube, subscribe to a lot of newsletters, blogs, etc. It could then mean that not only is their email consumption high, but overall internet consumption for such a group of people is high.

Attributing more emails consumed to merely more friends notifications does not sound ‘intuitive’.

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