Suggesting that social media will be the death of e-mail is akin to suggesting that the advent of airplane travel in the 1930s meant the end of the automobile. Of course, nothing of the sort happened.
According to a study conducted by PMN and Pace University’s Lubin School of Business’ Interactive and Direct Marketing Lab, e-mail and text messaging are two activities that Gen Y members “would be the least likely to give up for a week.” After these, are television and the telephone. Social media registered fifth just slightly edging out reading magazines. Also interesting is that surveyed participants spend roughly the same amount of time using social media and e-mail, both around 30 hours a month.
Marketing Sherpa looked at this question as well. In a survey asking what channel people use to share information, the responses were, “I e-mail them the link,” (78%) versus “I share it through social media” (22%). In effect, this demonstrates what marketers call “segmentation and targeting”
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