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BizReport : Email Marketing : December 02, 2008

MRI: Email most popular online activity

Email is the most popular online activity in the U.S. while downloading television programs is the fastest-growing, according to research carried out by Mediamark Research and Intelligence.

by Helen Leggatt

Almost three-quarters (74.3%) of adults in the U.S. used email in the last month or so, up 5.2% on the same period last year. Mediamark found it to be the most popular online activity, followed by sourcing news (46%), paying bills (39.6%), making personal purchases (37.2%) and using instant messaging (29.7%).

The online activities that experienced the highest growth rates were downloading television programs, which increased by 141%, and watching online videos, which rose 35.4%.

"We should not be surprised that relatively new activities such as downloading TV programs from the Internet have a lower overall usage," said Anne Marie Kelly, Senior Vice President of Marketing & Strategic Planning.

"What is interesting is that virtually all activities - including mainstream ones such as using email - have shown growth in the last year. In fact, just about one-half of the highlighted activities have enjoyed double-digit growth."

Tags: downloading, email, instant messaging, Mediamark Research and Intelligence, online activity, online video, tv program

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