It won’t really come as any surprise to note that internet usage is increasing at record levels. According to the UK Online Measurement company (UKOM), the average UK internet user spends 22 hours and 15 minutes on the net each month.
However, when we delve down into the statistics around what users actually do online, there are a number of surprises. Whilst, predictably, time spent on social networks has increased in the last year to account for nearly a quarter of all time spent online, the use of instant messaging has fallen.
We’re glued to our inbox
Email is another winner and, according to the research, accounts for 7.2% of time spent online compared to 6.5% three years ago.
So, with email and social networking sitting at the top of the most common activities performed online, it makes sense for marketers to focus their efforts on these two areas. But the two don’t have to exist in isolation of course.
A match made in heaven
As we’ve discussed many times before, there are inherent links that can be forged between social media and email marketing. And yet, too many email marketers are ignoring this potential. Our Hitting the Mark benchmark study (you can download it for free here), released last week, revealed that only 17% of email campaigns studied amongst top UK retailers included any ‘share on social network’ links and only four of the retailers including a link to their blog in the email content.
With UK internet users spending more and more time in front of their email inbox, the opportunity for email marketers is clear. But it would be short-sighted to view email in isolation. The very best results will come from an integrated, joined up approach to digital marketing as a whole – an approach that all of us here at the dotDigital Group really subscribe to!