Study: Social Media Increases Email Usage

September 29, 2009, MediaPost — If social networks are truly transforming how consumers communicate, shouldn't they be affecting the Web's original killer app: email? Not at all, according to preliminary data from Nielsen. To the contrary: "It actually appears that social media use makes people consume email more, not less, as we had originally assumed -- particularly for the highest social media users," says Jon Gibs, VP of media analytics at Nielsen.