Search and Email Still Got It, Baby!


By Jason Kelley
August 31, 2011

Consumer Insights

Here at Ootem, we’re always surveying the online universe to discover key touch points so we can make the appropriate consumer connection for our clients.  Sometimes, though, you just need to reconsider the classics…

The online universe has changed significantly in the last decade, with the increase in broadband access, the introduction of new platforms, and the use of mobile devices.  One thing has not changed: search and email still top the list of the most popular online activities among adult internet users.

In fact, a whopping 92% of online adults use search engines to find information on the web, and a similar number (92%) use email. According the Pew Internet project that has been measuring adults’ online activities for the past two decades, these two behaviors have significantly ranked as the most popular.  What has changed over time is that these activities have become more habitual. Today, roughly six in ten online adults engage in each of these activities on a typical day; in 2002, 49% of online adults used email each day, while just 29% used a search engine daily.