Gmail users are young city-dwellers, whilst Yahoo is favoured by suburban families, a report has claimed.
In a bid to build up a better understanding of email users - which brands using email marketing could then use to their own advantage - energy firm Opower studied the lifestyles and habits of each user to build up a detailed profile, marketwatch.com reports.
Instead of traditional user habits, however, the study looked instead at lifestyle choices, finding a marked difference between the two groups of users.
On average, Gmail users were seen to be young urbanites. They are more likely to have travelled abroad, live in shared accommodation and spend less time at home. They are unlikely to have children.
Yahoo users, meanwhile, are more likely to live in larger homes in the suburbs and have children. They are spiritual but not religious and holiday within their own country.
Gmail users were also seen to use less energy in their day-to-day lives, possibly down to their smaller, urban homes in which they spend little time. The total difference in energy usage, however, would be enough to power the island of Barbados.
The results come from a study of 2.8 million households, smartplanet.com reports.