A ComScore Media Metrix report indicates that teen email usage dropped eight percent last year. Why the drop off? It's all about instant messaging and text messaging. It's a faster method of communication and the teen demographic has wholly adopted the technology. Last year, mobile operators generated $70 billion in text-messaging revenues. In the first quarter of 2006, Verizon Wireless customers sent and received about two text messages per day - nearly 10 billion text messages over three months. An analysis firm, Radicati Group expects instant messaging (IM) use to reach 46.5 billion messages per day worldwide by 2009.
While this is great news for mobile operators, it's troublesome for others. Email is a big driver of traffic to sites such as Yahoo, MSN and Google. And, today's teen market (especially in the US) has big buying power. The onus is on marketers to adapt to the new technology and develop ways to reach the teen population through their mobile phones and portable computers.