Research by ExactTarget has found that 58 per cent of US online consumers begin their day interacting with companies on email, compared to 20 per cent who start with search engines and 11 per cent on Facebook.

Morgan Stewart, principal, ExactTarget’s research and education group, said: "“Consumers who check email first tend to be more task-oriented, subscribe to more emails and interact with brands across email and social media to obtain deals, promotions or new product information. 

"This stands in stark contrast to people who initially check Facebook, who tend to draw firmer, more segregated boundaries and become fans of brands for entertainment purposes or to show support for a company or product."

Key findings of the research include:

• 93 per cent of US consumers subscribe to email marketing messages.
• 42 per cent of US online consumers use Facebook at least once a day and, of these, 69 percent are a fan of one or more companies.
• 54 per cent of US consumers between the ages of 18 and 24 are fans of brands on Facebook.
• While consumers between the ages of 18 and 34 are the most active demographic on Facebook and Twitter, they are also among the most active on email.
• Nearly half (43 per cent) of all online consumers are either fans or followers of at least one brand on Twitter or Facebook.
• 68 per cent of daily Twitter users follow at least one brand, yet only seven per cent of US consumers participate on Twitter with that frequency. 

Tim Kopp, ExactTarget’s chief marketing officer, added: "Consumers’ initial online activity provides a glimpse into their priorities and motivations, giving marketers an understanding of how and when to deliver the most compelling and relevant messages. Marketers must move quickly to make the most of the opportunity, and the Subscribers, Fans, Followers research series provides the insight required to develop a targeted and effective interactive marketing programme."