Study Identifies Motives for Consumer Behaviour on Email, Facebook, Twitter

A new study released by ExactTarget found 58 percent of U.S. online consumers begin their day interacting with companies on email, compared to 20 percent who start their day on search engines and 11 percent on Facebook.

Based on more than 1,500 consumer interviews and surveys, Digital Morning, the first research brief in ExactTarget’s Subscribers, Fans & Followers research series, found that consumers’ early morning online preferences reflect key differences in their motivations for interacting with companies across email and social media.

“Consumers who check email first tend to be more task-oriented, subscribe to more emails and interact with brands across email and social media to obtain deals, promotions or new product information,” said Morgan Stewart, Principal, ExactTarget’s research and education group. “This stands in stark contrast to people who initially check Facebook, who tend to draw firmer, more segregated boundaries and become fans of brands for entertainment purposes or to show support for a company or product.”

Key findings of the study of U.S. consumers include:
• 93 percent subscribe to email marketing messages.
• 42 percent use Facebook at least once a day and, of these, 69 percent are a fan of one or more companies.
• 54 percent of consumers between the ages of 18 and 24 are fans of brands on Facebook.
• While consumers between the ages of 18 and 34 are the most active demographic on Facebook and Twitter, they are also among the most active on email.
• Nearly half (43 percent) of all online consumers are either fans or followers of at least one brand on Twitter or Facebook.
• 68 percent of daily Twitter users follow at least one brand, yet only 7 percent of U.S. consumers participate on Twitter with that frequency.

“Consumers’ initial online activity provides a glimpse into their priorities and motivations, giving marketers an understanding of how and when to deliver the most compelling and relevant messages,” said Peter McCormick, General Manager of ExactTarget Global. “Marketers must move quickly to make the most of the opportunity, and the Subscribers, Fans, Followers research series provides the insight required to develop a targeted and effective interactive marketing program.

Digital Morning is the first research brief in ExactTarget’s six-part Subscribers, Fans & Followers research series set for release over the next three months. The research series provides marketers exclusive insight into U.S. consumers’ online preferences and motivations for interacting with brands on email, Facebook and Twitter.

For more information about the study, to access an interactive application of the Subscribers, Fans & Followers data or to subscribe to receive future research briefs delivered via email, visit

About ExactTarget
ExactTarget is a leading global provider of on-demand email and one-to-one marketing solutions. The company’s software as a service technology provides organisations a single platform to connect with customers via email, SMS text messaging, voice messaging, social media and landing pages. Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including, Microsoft Dynamics CRM, Omniture and Webtrends among many others. ExactTarget’s software powers permission-based multi-channel communications for thousands of organisations around the world including, Aurora Fashions, Papa John’s, Sun Microsystems, Value Retail, World Society for Protection of Animals and Gulf Air. For more information, visit


Media Contacts:
Tom Flisher / Sean Fleming (Octopus PR for ExactTarget) – 08453 700 655 or /
Mitch Frazier (ExactTarget) – 00 1 317 275 5034 or

Published on: 10:05AM on 15th June 2010