Email stumbles in digital paradigm shift
That’s one of the eye-opening paradigm shifts identified in a must-read report from comScore on the fast-changing state of the digital universe.
A primary activity among wired individuals since the arrival of the Internet, email use in the last 12 months fell by more than 30% for those under the age of 24 and stayed absolutely flat among those aged 24-44, according to the audience measuring service. As illustrated below, only those aged 45-54 are pecking out more emails today than they were a year ago.
The reason, of course, is that a growing number of people are communicating via Facebook and/or text messages on their mobile phones. Many, of course, also are chatting on the Facebook apps on their smart phones.
The rapid shift in one-on-one communication is not the only disruptive trend noted in the comScore study.
Traditional portals like Yahoo, MSN and AOL are “conceding ground to Facebook and other social networks,” said comScore. Noting that portals represented 16.7% of time on site in December vs. 16.6% for Facebook and its brethren, comScore said social sites are on track to “soon declare supremacy over portals.”
Putting its growing traffic to good use, Facebook last year became the top publisher of digital display advertising. Facebook ran more than 1.3 trillion ad impressions, as compared with 529 billion at Yahoo, 215 billion at Microsoft and 174 billion at Google.
While Google remains the king of search advertising, comScore notes its vulnerability, saying: