Canadian Email Use Drops

March 11, 2011

comscore-canada-email-2010-mar-2011.JPGThe number of Canadians using email sites slightly dropped year-over-year in 2010, according to a new report from comScore. Data from “The 2010 Canada Digital Year in Review” indicates that Canadian engagement with email also fell during the year.

Email Unique Visitors Drop 28%

Traditionally, email reaches more than 80% of online Canadians. However, between December 2009, when a little more than 12 million Canadians used email, and December 2010, when a little fewer than 10 million Canadians used email, there was a roughly 28% decline in unique Canadian email users.

On a percentage basis, email reach went from 82% in Q4 2009 to 79.5% in Q4 2010. Unique Canadian visitors to email sites noticeably dropped in this quarter compared to the first three quarters of 2010.

Email Engagement Declines, As Well

comscore-email-engagement-2010-mar-2011.JPGBeyond a year-over-year decline in unique email site visitors, Canadian email engagement also declined year-over-year in 2010. Total visits posted an 18% decline between Q4 2009 and Q4 2010, falling from roughly 650 million to a little more than 500 million.

In addition, between Q4 2009 and Q4 2010 total Canadian email minutes fell 11%, from roughly 5.9 million to a little more than 5.2 million; while total Canadian email page views dropped 15%, from a little more than 6 million to a little less than 5.2 million.

More High Income Households Use Email

comscore-canada-email-hh-2010-mar-2011.JPGIn one encouraging development for the Canadian email industry, the number of unique visitors from high income households earning $100,000 CAD or more annually grew 9% between Q4 2009 and Q4 2010, from about 4.7 million to 5.1 million. The only other household income demographic to post an increase in unique email site visitors during that time was the $40,000 to $59,999 segment, which grew 7% from almost 3.7 million to 3.9 million.

Fewer Americans Spend Less Time with Web-based Email

Recent comScore analysis of web-based email trends revealed that fewer Americans visited web-based email destinations and spent less time doing so in 2010 as compared to 2009. In November 2010, more than 153 million people visited web-based email providers, decreasing 6% from the previous year.

In terms of engagement, overall time spent in the email category declined 9%, while total pages viewed dropped 15%. Despite such declines, however, comScore advises that email remains one of the most popular activities among US web users, reaching more than 70% of the US online population each month.

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