Culture Shift: Survey Says Canadians Now Prefer Sharing Email Address First, Not Phone Number

    Two-thirds say choice of personal email address reveals a lot about
    personality and style - but be cautious about revealing too much when it
    comes to email at work, as 30 percent know of coworkers disciplined by
    boss for sending inappropriate emails

    TORONTO, June 25 /CNW/ - Call me? Not as likely as it once was, according
to a new survey from Yahoo! Canada and Research House suggesting that
Canadians' personal email addresses are now the new telephone numbers of the
21st century.
    The study shows that one-third (32 per cent) say their personal email
address is the primary piece of information they provide when meeting someone
for the first time, compared to only 18 per cent who opt for their home phone
number and 12 per cent who give out their cell phone number. In fact, when it
comes to Canadians' personal life, over three-quarters (77 per cent) cite
having a personal email address as important, and 2 in 3 (66 per cent) agree
that the email name or handle that people choose reveals something about their
personality, style or intentions.
    "Let's face it, emailing has emerged as our primary and defining point of
contact, both on and offline," says Kerry Munro, General Manager, Yahoo!
Canada. "Personal email is our virtual hello and handshake - it's our accepted
passport to meeting new people and a lot more telling than trading meaningless
    The survey results come on the heels of Yahoo! Canada's recent
announcement about the global availability of two new email domains - and - giving users the chance to register for the
email address or Yahoo! ID they have always wanted. With these two new email
domain choices, Yahoo! is making millions of new email addresses available to
the online community.

    Personal Change is Good

    Interestingly, the study showed that Canadians change their personal
email address an average of 4.3 times over the course of their life. Why are
we making changes? Switching email service providers and avoiding spam were
the top two cited reasons at 50 per cent and 30 per cent respectively. Other
reasons included needing a new address for family purposes (14 per cent),
looking for a new job (10 per cent), matters of the heart such as marriage or
divorce / ending a relationship (9 per cent), and starting a new business (8
per cent).
    And while over one-quarter (28 per cent) of Canadians still struggle with
obtaining their preferred personal email name, close to half of us (44 per
cent) consider the most important attribute of an email address to be that
it's easy to remember. Somewhat surprisingly, only 23 per cent of Canadians
thought it most important to have their name explicitly stated in their
personal email.

    Lack of Work Email Etiquette?

    While over half of Canadians (59 per cent) say a major reason they
maintain a personal email address is because they are reluctant to use their
company's email system for correspondence that they wish to keep private, the
facts suggest that Canadians continue to take their chances and send an
average of 2.6 personal messages from their work email addresses every day -
with 7 per cent of us admitting to sending ten or more!
    And despite the vast majority (89 per cent) of Canadians being aware that
employers have the legal right to archive and monitor employee email
transmissions, 30 per cent say they know someone who has been disciplined by
their employer for sending an inappropriate email from work.

    Email and Workplace Attitudes

    -  51 per cent of Canadians with workplace email say their employer has a
       policy about how employees may use the company's email system.
    -  34 per cent of Canadians believe their employer checks employee email
       boxes from time to time.
    -  Only half (52 per cent) of Canadians believe a company should have the
       right to search employees' emails.
    -  43 per cent think it's possible that their email has been forwarded to
       others (inside or outside of work) without their knowledge.
    -  While three-quarters (74 per cent) say they are always careful about
       what they write in emails, 35 per cent believe an email sent from work
       can possibly come back to haunt or embarrass them.
    -  Two-fifths (39 per cent) have relied on personal email when the
       company network has been down.

    Users can learn more about and register for a new email at and at

    About the Survey

    The online survey of 1,000 nationally representative adults aged 18 and
older was conducted for Yahoo! Canada by Research House, an Environics
Company, between June 11 and June 16, 2008. The margin of error for a sample
of this size is +/- 3.10%, 19 times out of 20.

    About Yahoo!

    Yahoo! Canada Co. is a leading Internet destination that provides online
products and services to meet the needs of Canadians and offers a range of
tools and marketing solutions for businesses to connect with Internet users.
Yahoo! Canada services Canadians in both English and in French through its
sites, and In Canada, Yahoo! sites were
visited by more than 16 million Canadians in April 2008 (comScore Media
Metrix, April, 2008). Yahoo! Canada is headquartered in Toronto, Ontario.

For further information:

For further information: Clive Hobson, Director Public Relations, Yahoo!
Canada, (416) 848-6184,; Laura Butcher, Environics
Communications, (416) 969-2766,

Organization Profile

Yahoo Canada

More on this organization

Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890