In our last post, [An In-Depth Look at AOL, Gmail, Hotmail, and Yahoo Email Users – Part 1: Age and Gender] we analyzed age and gender of AOL, Gmail, Hotmail, and Yahoo users. For this post, we sampled the same 120,000 users and studied their online social media profile counts and friend counts across 25 social media sites in order to gauge how active these email users are on the social web.
Unlike age and gender data, online activity and friend counts do not have clear trends across email service providers. What the data seems to suggest is that Hotmail users tend to have slightly more social media profiles, and Gmail users tend to be slightly better connected overall.
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The vast majority of email users have two or fewer social media memberships and less than 50 friends online. Gmail users tend to be slightly better connected while Hotmail users generally have more social media memberships. Marketers interested in word-of-mouth advertising on social media should focus their efforts on the 7% of users with more than 150 friends to engage influencers.
The complete results contain numerous charts and graphs.
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