69% of US adults still use e-mail for sharing information

69% of US adults still use e-mail for sharing information – 9.15.2008 [more ]

US adults still depend on personal email as a main source of
receiving shared content: 69% still rely on email to share content and
information, Forrester Research reports.
Personal emails made up 56% of shared content received; however, more
than 50% of youth use instant messaging, videos from YouTube, and wikis
to share content, while notes on social networks and text messages on
cell phones equates respectively to 30% and 41% for how this
demographic receives information. Power Sharers are a new
category defined as individuals that share content at least weekly and
share with 11 or more people through at least one channel. Adult Power
Sharers represented 35% of the online population, and Youth Power
sharers make up 62% of the online population, showcasing how each of
these groups feed the viral cycles and influence networks. 92% of
adults trust an email from someone they know, while 70% trust messages
through someone they know through a social site. 64% of adults and 60%
of youth still use the traditional cut and paste method to share a URL
or information.

Video content is shared twice as much amongst online youth than
adults, with 60% noting they received information through an online
video site such as YouTube. Web tools such as wikis are used by 53% of
youth vs. 29% of adults, with webpage services such as ‘tags’ being
shared by 31% of youth vs. only 16% of adults. Online youth share more
content types than adults (with the exception of news articles). In
particular, 73% of online youth shared peer-generated video, versus 39%
of online adults. Men more likely to share product recommendations and
video than women; 77% of adult males and 74 of younger males shared
news and web links. Women strongly favor send to a friend feature; more
than 60% of adult woman use the send to a friend feature on websites.

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