Email Marketing Consumer Report - Europe

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Email Marketing Consumer Report - Europe

  1. 1. ContactLab European E-mail Marketing Consumer Report 2009 E-mail and e-newsletter habits and behaviour: comparisons between Italy, Spain, France, Germany and the U.K.
  2. 2. ContactLab E-mail & e-marketing evolutionContactLab is the leading Italian provider of solutions and consultancy relating to e-mail, textmessaging and digital direct marketing.Since 2000, the company has developed its expertise in managing over 800 Clients in all sectors, toenable it to offer a complete mix of technology and consultancy, from "turnkey" products to advancedcustomised solutions for 360 management of international campaigns.ContactLab provides:•digital marketing consultancy (producing e-newsletters and direct e-mail marketing campaigns);•technology for managing e-mail campaigns (over 20 million e-mails sent each day), sms, mms, faxand surveys with statistical, comparative and performance analysis;•consultancy for creating campaigns to increase user take-up, competitions and online games toexpand database registrations, incentivisation and loyalty programmes.ContactLab has a team of more than 50 professionals, experts in information technologies andsystems, communication and marketing, business development, Internet and e-mail strategies.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 2/97
  3. 3. Contents The research operation • Survey universe and methodology Results of analysis • Structure of the sample • Volumes and profile and use of e-mail • Relations with the e-newsletter • The use of mobile e-mail services Conclusions • Key findings
  4. 4. The survey universeThe sample used in this study represents weekly Internet users aged between 18 and 74, living inthe five largest countries in Western Europe.Based on the above definition, the overall population analysed is made up of 144.2 millionindividuals.The total sample is made up of 4,745 cases and is divided by gender and age (in five bands),according to indications from the Basic Research used in each country.The study is designed to describe an important feature of online activity, distinguished in particular bythe intensity of Internet usage. The sample of respondents was therefore treated statistically, takinginto account the frequency of their connection to the Internet in addition to the age and genderstructure.The research was carried out with individuals belonging to the Human Highway OpLine panel in Italy,the Toluna panel in Spain and the SSI panels in France, Germany and the United Kingdom.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 4/97
  5. 5. Contents The research operation • Survey universe and methodology Results of analysis • Structure of the sample • Volumes and profile and use of e-mail • Relations with the e-newsletter • The use of mobile e-mail services Conclusions • Key findings
  6. 6. Internet users in the five largest countries of Europe Dimensions 47% 44% Penetration 66% 73% 70% 24,3 15,7 ItalyMillion individuals 29,5 Spain 44,1 France Germany 30,6 United KingdomTotal sample: Italy: 914 / Spain: 769 / France: 927 / Germany: 1.122 / United Kingdom: 1.013The penetration of Internet use is calculated on the total number of inhabitants aged between 18 and 74 in eachcountry.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 6/97
  7. 7. Internet users in the five largest countries of Europe Composition by gender 57% 54% Men 52% 59% 53% 43% 46% Women 48% Italy Spain 41% France Germany 47% United KingdomTotal sample: Italy: 914 / Spain: 769 / France: 927 / Germany: 1.122 / United Kingdom: 1.013E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 7/97
  8. 8. Internet users in the five largest countries of Europe Composition by age 24% 21% 18-24 years 17% 17% 16% 26% 32% 25-34 years 21% 26% 20% 25% 26% 35-44 years 24% 25% 23% 14% 14% 45-54 years 19% Italy 18% 21% Spain 11% France 6% > 55 years 19% Germany 14% 19% United KingdomTotal sample: Italy: 914 / Spain: 769 / France: 927 / Germany: 1.122 / United Kingdom: 1.013Internet use in the five countries differs significantly according to age profiles: in countries where the Internethas been adopted more recently (Italy and Spain), Internet use is more common among the young.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 8/97
  9. 9. Contents The research operation • Survey universe and methodology Results of analysis • Structure of the sample • Volumes and profile and use of e-mail • Relations with the e-newsletter • The use of mobile e-mail services Conclusions • Key findings
  10. 10. Regular use of e-mail Number of e-mail accounts usedLet us begin with e-mail and your usual habits in using this form of communication. Base:In this survey we will discuss e-mail accounts. By this term we mean e-mail addresses that you use to read total sample: 4.745and write your e-mails. How many different e-mail accounts do you usually use? 99 100 M illion individuals 80 61 60 56 58 40 32 2,3 2,0 2,0 2,3 2,0 20 per per per per per capita capita capita capita capita Italy Spain France Germany United Kingdom 0The per capita number of e-mail accounts used regularly is very similar across the different countries studied.Germany and Italy have an above average number of accounts per capita.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 10/97
  11. 11. Regular use of e-mail Reasons for using more than one e-mail accountYou have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more than one account:e-mail account? 2.882[indicate all the responses that apply to you, indicating at least one] I use different accounts for 63% different purposes I set up several accounts in the past and continue to use them 33% today I use some accounts to receive emails that are of no or little 29% interest to me I use some accounts without my 23% real name to protect my anonymity I use some accounts to keep 15% messages I dont want to lose I share some accounts with other 10% people Other reasons 7%Among the reasons for having several accounts, the most frequently stated is the use of different accounts fordifferent purposes/uses.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 11/97
  12. 12. Regular use of e-mail Reasons for using more than one e-mail account (1/6)You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more than one account:e-mail account? 2.882[I use different accounts for different purposes] 80% 72% 70% 67% 65% 60% 57% 54% 50% 40% 30% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 639 487 528 712 516 0% Italy Spain France Germany United Kingdom I use different accounts for different purposesE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 12/97
  13. 13. Regular use of e-mail Reasons for using more than one e-mail account (2/6)You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more than one account:e-mail account? 2.882[I set up several accounts in the past and continue to use them today] 40% 38% 35% 34% 32% 30% 28% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 639 487 528 712 516 0% Italy Spain France Germany United Kingdom I set up several accounts in the past and continue to use them todayE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 13/97
  14. 14. Regular use of e-mail Reasons for using more than one e-mail account (3/6)You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more than one account:e-mail account? 2.882[I use some accounts to receive emails that are of no or little interest to me] 40% 37% 32% 30% 27% 26% 24% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 639 487 528 712 516 0% Italy Spain France Germany United Kingdom I use some accounts to receive emails that are of no or little interest to meE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 14/97
  15. 15. Regular use of e-mail Reasons for using more than one e-mail account (4/6)You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more than one account:e-mail account? 2.882[I use some accounts without my real name to protect my anonymity] 30% 28% 25% 21% 20% 20% 14% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 639 487 528 712 516 0% Italy Spain France Germany United Kingdom I use some accounts without my real name to protect my anonymityE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 15/97
  16. 16. Regular use of e-mail Reasons for using more than one e-mail account (5/6)You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more than one account:e-mail account? 2.882[I use some accounts to keep messages I dont want to lose] 20% 16% 17% 15% 13% 12% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 639 487 528 712 516 0% Italy Spain France Germany United Kingdom I use some accounts to keep messages I dont want to loseE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 16/97
  17. 17. Regular use of e-mail Reasons for using more than one e-mail account (6/6)You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more than one account:e-mail account? 2.882[I share some accounts with other people] 15% 12% 11% 10% 10% 9% 8% 5% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 639 487 528 712 516 0% Italy Spain France Germany United Kingdom I share some accounts with other peopleE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 17/97
  18. 18. Regular use of e-mail Method of checking e-mail accountsWhich of these kinds would best describe how you usually use your main e-mail account? Base: total sample: 4.745 I use my e-mail accounts with both a browser and an e-mail I only use my e- client (e.g. mail accounts Outlook) with an e-mail 37,3% client (e.g. Outlook) 21,3% I only use my e- mail accounts with a browser I would say (Webmail only) something else 39,1% 2,4% Total five countriesE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 18/97
  19. 19. Regular use of e-mail Method of checking e-mail accounts WebmailWhich of these kinds would best describe how you usually use your main e-mail account? Base:[I only use my e-mail accounts with a browser (Webmail only)] total sample: 4.745 * 50% 46% 44% 43% 40% 34% 35% 30% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0% Italy Spain France Germany United Kingdom I only use my e-mail accounts with a browser (Webmail only)E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 19/97
  20. 20. Regular use of e-mail Method of checking e-mail accounts Webmail & e-mail client Which of these kinds would best describe how you usually use your main e-mail account? Base: [I use my e-mail accounts with both a browser and an e-mail client (e.g. Outlook)] total sample: 4.745 * 60% 50% 43% 40% 40% 35% 34% 30% 25% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0% Italy Spain France Germany United Kingdom I use my e-mail accounts with both a browser and an e-mail client (e.g. Outlook)E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 20/97
  21. 21. Regular use of e-mail Method of checking e-mail accounts E-mail client Which of these kinds would best describe how you usually use your main e-mail account? Base: [I only use my e-mail accounts with an e-mail client (e.g. Outlook)] total sample: 4.745 * 30% 25% 25% 23% 22% 20% 19% 19% 15% 10% 5% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0% Italy Spain France Germany United Kingdom I only use my e-mail accounts with an e-mail client (e.g. Outlook)E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 21/97
  22. 22. Regular use of e-mail Equipment used to check e-mailWhich devices do you use to access your e-mail accounts? Base:[indicate all those you own and use to access your e-mail] total sample: 4.745 0% 10% 20% 30% 40% 50% 60% 70% 80% Desktop Computer Netbook Smartphone Notebook BlackBerry Apple iPhone PDA Apple iPod Other devicesE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 22/97
  23. 23. Regular use of e-mail Equipment used to check e-mail Desktop ComputerWhich devices do you use to access your e-mail accounts? Base:[Desktop Computer] total sample: 4.745 * 82% 80% 80% 77% 78% 77% 70% 60% 50% 40% 30% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0% Italy Spain France Germany United Kingdom Desktop ComputerE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 23/97
  24. 24. Regular use of e-mail Equipment used to check e-mail NotebookWhich devices do you use to access your e-mail accounts? Base:[Notebook] total sample: 4.745 * 60% 60% 57% 56% 52% 50% 40% 34% 30% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0% Italy Spain France Germany United Kingdom NotebookE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 24/97
  25. 25. Regular use of e-mail Equipment used to check e-mail NetbookWhich devices do you use to access your e-mail accounts? Base:[Netbook] total sample: 4.745 * 10% 8% 7% 7% 7% 6% 4% 3% 3% 2% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0% Italy Spain France Germany United Kingdom NetbookE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 25/97
  26. 26. Regular use of e-mail Equipment used to check e-mail SmartphoneWhich devices do you use to access your e-mail accounts? Base:[Smartphone] total sample: 4.745 * 15% 12,4% 12% 9% 7,6% 6,5% 6% 5,4% 3% 2,0% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0% Italy Spain France Germany United Kingdom SsmartphoneE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 26/97
  27. 27. Regular use of e-mail Equipment used to check e-mail Apple iPhoneWhich devices do you use to access your e-mail accounts? Base:[Apple iPhone] total sample: 4.745 * 4,0% 3,9% 3,5% 3,0% 2,6% 2,5% 2,2% 2,0% 1,6% 1,5% 1,0% 0,8% 0,5% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0,0% Italy Spain France Germany United Kingdom Apple iPhoneE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 27/97
  28. 28. Regular use of e-mail Equipment used to check e-mail Apple iPodWhich devices do you use to access your e-mail accounts? Base:[Apple iPod] total sample: 4.745 * 3,5% 3,0% 3,0% 2,5% 2,0% 1,9% 1,8% 1,5% 1,1% 1,0% 0,8% 0,5% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0,0% Italy Spain France Germany United Kingdom Apple iPodE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 28/97
  29. 29. Regular use of e-mail Equipment used to check e-mail BlackBerryWhich devices do you use to access your e-mail accounts? Base:[BlackBerry] total sample: 4.745 * 4,5% 4,0% 4,0% 3,6% 3,5% 3,0% 2,9% 3,0% 2,5% 2,0% 1,5% 1,0% 0,5% 0,5% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0,0% Italy Spain France Germany United Kingdom BlackBerryE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 29/97
  30. 30. Regular use of e-mail Equipment used to check e-mail PDAWhich devices do you use to access your e-mail accounts? Base:[PDA] total sample: 4.745 * 4,5% 4,0% 3,7% 3,5% 3,3% 3,1% 3,0% 2,5% 2,0% 1,5% 1,1% 1,0% 0,9% 0,5% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0,0% Italy Spain France Germany United Kingdom PDAE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 30/97
  31. 31. Contents The research operation • Survey universe and methodology Results of analysis • Structure of the sample • Volumes and profile and use of e-mail • Relations with the e-newsletter • The use of mobile e-mail services Conclusions • Key findings
  32. 32. Regular use of e-mail E-mail messages received on an average dayNow think about all the types of e-mail you received yesterday (work, personal, sent by automated systems Base:etc...). Approximately how many e-mails did you receive yesterday in all the e-mail accounts you usually use? total sample: 4.745 1400 M illion units 1226 1200 1041 1000 933 800 600 464 400 357 19,1 22,7 35,3 27,8 30,5 200 per per per per per capita capita capita capita capita 0 Italy Spain France Germany United KingdomEstimated e-mail traffic in the five countries is close to 4 billion individual messages every day.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 32/97
  33. 33. Regular use of e-mail Number of e-newsletter subscriptionsLet us continue on the topic of the e-mails you received. Some of these may have been sent to you by people Base:you do not know such as companies, associations, public authorities, Internet service providers, Websites, e- total sample: 4.745newsletters you are registered with etc... This question refers to e-mails sent to people signed up to e-newsletters. Thinking again about the e-mails you receive, try to count the following: how many e-newslettersare you signed up to? 11 10 Average num ber per user 9,8 9 8 7,6 7 6,6 6,7 6,4 6 5 4 3 2 1 * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0 Italy Spain France Germany United KingdomE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 33/97
  34. 34. Contents and services provided by e-newsletters Topics covered by e-newslettersThinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample subscribed to at leastare to be found in them? one e-newsletter: 4.420 Travel and tourism-related services 43% E-Commerce / Online auction sites and services 38% Current affairs 37% Online community to which I belong 34% Fixed or mobile telephone provider services 26% ISP services 26% Associations of which I am a member 24% Financial services (statements and messages from 22% Banks, Funds, etc...) Financial news (market news, share prices, etc...) 15% Sports news 14% Other topics 22%E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 34/97
  35. 35. Contents and services provided by e-newsletters Topics covered by e-newsletters (1/5)Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample subscribed to at leastare to be found in them? one e-newsletter: 4.420 52% 58% Travel and tourism-related 46% services 35% 37% 43% 42% E-Commerce / Online auction Italy 51% sites and services Spain 30% France Germany 28% United KingdomTotal sample: Italy: 863 / Spain: 724 / France: 893 / Germany: 1.074 / United Kingdom: 901“Travel and Tourism” stood out in Spain while “E-Commerce” featured strongly in France.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 35/97
  36. 36. Contents and services provided by e-newsletters Topics covered by e-newsletters (1/5 bis)Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample subscribed to at leastare to be found in them? one e-newsletter: 4.420 68% 67% Travel and tourism-relatedservices and E-Commerce / Online 67% auction sites and services 54% Italy Spain France 53% Germany United KingdomTotal sample: Italy: 863 / Spain: 724 / France: 893 / Germany: 1.074 / United Kingdom: 901If the results for the “Travel and Tourism” and “E-Commerce/online auction” e-newsletters are combined, thisgives a broader definition of e-newsletters that promote the sale of products and services online.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 36/97
  37. 37. Contents and services provided by e-newsletters Topics covered by e-newsletters (2/5)Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample subscribed to at leastare to be found in them? one e-newsletter: 4.420 49% 32% Online community to 29% which I belong 27% 37% 42% 44% Current affairs Italy 54% Spain 30% France Germany 22% United KingdomTotal sample: Italy: 863 / Spain: 724 / France: 893 / Germany: 1.074 / United Kingdom: 901France leads the way in information and E-Commerce services. Italy stands out for “online communities”.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 37/97
  38. 38. Contents and services provided by e-newsletters Topics covered by e-newsletters (3/5)Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample subscribed to at leastare to be found in them? one e-newsletter: 4.420 41% 27% Services dopérateurs de 30% téléphonie fixe ou mobile 24% 13% 33% 31% Italy Associations dont je fais partie 15% Spain 17% France Germany 32% United KingdomTotal sample: Italy: 863 / Spain: 724 / France: 893 / Germany: 1.074 / United Kingdom: 901Italians are very attached to e-mail services offered by mobile phone companies.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 38/97
  39. 39. Contents and services provided by e-newsletters Topics covered by e-newsletters (4/5)Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample subscribed to at leastare to be found in them? one e-newsletter: 4.420 26% 19% Services de fournisseurs daccès 20% à Internet (FAI) 47% 7% 21% 26% Services financiers (avis et Italy messages de banques, de fonds, 19% etc.) Spain 19% France Germany 26% United KingdomTotal sample: Italy: 863 / Spain: 724 / France: 893 / Germany: 1.074 / United Kingdom: 901There is a significant difference between Germany and all the other countries in terms of Internet connectivityservices.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 39/97
  40. 40. Contents and services provided by e-newsletters Topics covered by e-newsletters (5/5)Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample subscribed to at leastare to be found in them? one e-newsletter: 4.420 16% 12% Informations sportives 19% 9% 17% 15% Italy Spain 18% Informations financières France (actualités du marché, valeurs 13% Germany boursières, etc.) United Kingdom 12% 21%Total sample: Italy: 863 / Spain: 724 / France: 893 / Germany: 1.074 / United Kingdom: 901Figures in the U.K. are not high for general news and current affairs, although sports and financial informationfeatures strongly.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 40/97
  41. 41. Address used for e-newsletters Main, secondary or any addressThe e-mail address you normally use to subscribe to a e-e-newsletter is... Base: sample subscribed to at least one e-newsletter: 4.420 Une adresse de messagerie que My secondary e- jai créée mail address spécialement 16,6% pour les e- newsletters 7,1% One of my e-mail accounts, My main e-mail depending on the address situation 65,0% 11,4% Total five countriesE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 41/97
  42. 42. Address used for e-newsletters “My main e-mail address”The e-mail address you normally use to subscribe to a e-e-newsletter is... Base: sample subscribed to[My main e-mail address] at least one e-newsletter: 4.420 * 80% 77% 74% 70% 60% 58% 58% 56% 50% 40% 30% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom My main e-mail addressE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 42/97
  43. 43. Address used for e-newsletters “My secondary e-mail address”The e-mail address you normally use to subscribe to a e-e-newsletter is... Base: sample subscribed to[My secondary e-mail address] at least one e-newsletter: 4.420 * 25% 23% 22% 20% 19% 15% 12% 10% 10% 5% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom My secondary e-mail addressE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 43/97
  44. 44. Address used for e-newsletters “An e-mail account I set up specifically for e-newsletters”The e-mail address you normally use to subscribe to a e-e-newsletter is... Base: sample subscribed to[An e-mail account I set up specifically for e-e-newsletters] at least one e-newsletter: 4.420 * 10% 9% 8% 8% 7% 7% 6% 4% 4% 2% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom An e-mail account I set up specifically for e-e-newslettersE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 44/97
  45. 45. Address used for e-newsletters “One of my e-mail accounts, depending on the situation”The e-mail address you normally use to subscribe to a e-newsletter is... Base: sample subscribed to[One of my e-mail accounts, depending on the situation] at least one e-newsletter: 4.420 * 16% 14% 14% 14% 12% 12% 10% 9% 8% 7% 6% 4% 2% ** Sample base: Base campione: * * Sample base: Base campione: * Base campione: * Sample base: * Base campione: * Sample base: * Base campione: * Sample base: 863 724 724 893 893 1.039 1.074 901 901 0% Italy Spain France Germany United Kingdom One of my e-mail accounts, depending on the situationE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 45/97
  46. 46. Use of images Attitudes in dealing with e-newsletters with imagesWhen you receive an email containing text and images in your main email account, do you look at the Base: sampleimages contained within it? subscribed to at least one e-newsletter: 4.420 Yes, I immediately look at the 49% entire e-mail including images Initially I do not look at the 35% images but I open them later Initially I do not look at the images and I usually do not open 8% them No, I receive e-mail in text only 5% format, with no images Wouldnt know 3% Something else happens to me 1%E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 46/97
  47. 47. Use of images HTML e-newsletters with images which are loaded straight awayWhen you receive an email containing text and images in your main email account, do you look at Base: sample subscribed tothe images contained within it? at least one e-newsletter: 4.420 *[Yes, I immediately look at the entire e-mail including images] 60% 58% 50% 49% 46% 42% 40% 40% 30% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom Yes, I immediately look at the entire e-mail including imagesE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 47/97
  48. 48. Use of images HTML e-newsletters with images activated subsequentlyWhen you receive an email containing text and images in your main email account, do you look at Base: sample subscribed tothe images contained within it? at least one e-newsletter: 4.420 *[Initially I do not look at the images but I open them later] 43% 40% 36% 35% 35% 30% 29% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom Initially I do not look at the images but I open them laterE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 48/97
  49. 49. Use of images HTML e-newsletters with images generally deactivatedWhen you receive an email containing text and images in your main email account, do you look at Base: sample subscribed tothe images contained within it? at least one e-newsletter: 4.420 *[Initially I do not look at the images and I usually do not open them] 16% 14% 12% 11% 11% 9% 8% 4% 1% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom Initially I do not look at the images and I usually do not open themE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 49/97
  50. 50. Use of images HTML e-newsletters: only plain text e-mailsWhen you receive an email containing text and images in your main email account, do you look at Base: sample subscribed tothe images contained within it? at least one e-newsletter: 4.420 *[No, I receive e-mail in text only format, with no images] 8% 6% 6% 6% 6% 4% 3% 3% 2% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom No, I receive e-mail in text only format, with no imagesE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 50/97
  51. 51. Attitudes in dealing with e-newsletters Distribution of agreement over a range of behavioursHere are a few statements describing the behaviour of other people who, like you, are subscribed to at Base: sampleleast one e-newsletter. Can you please indicate to what extent you agree with these statements? subscribed to at least one e-newsletter: 4.420 If I receive an unwanted e-mail I 77,5% delete it without even opening it When I get bored with receiving e-newsletters, I unsubscribe 71,7% myself When I get bored with receiving e-newsletters, I delete them 65,9% without even opening them I know what phishing is and can defend myself from the risks it 59,7% poses I get annoyed at receiving ads in 49,8% e-newsletters I am signed up to When I get bored with receivinge-newsletters, I put them into the 36,0%spam folder so I do not see them any moreE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 51/97
  52. 52. Attitudes in dealing with e-newsletters Degrees of agreement in different countries - ‘Does not open unwanted e-mail’Here are a few statements describing the behaviour of other people who, like you, are subscribed to Base: sample subscribedat least one e-newsletter. Can you please indicate to what extent you agree with these statements? to at least one e- newsletter: 4.420 *[If I receive an unwanted e-mail I delete it without even opening it] 90% 80% 80% 80% 77% 76% 72% 70% 60% 50% 40% 30% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom If I receive an unwanted e-mail I delete it without even opening itE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and United Kingdom 52/97
  53. 53. Attitudes in dealing with e-newsletters Degrees of agreement in different countries - ‘Unsubscribe’Here are a few statements describing the behaviour of other people who, like you, are subscribed to at Base: sampleleast one e-newsletter. Can you please indicate to what extent you agree with these statements? subscribed to at least one e-newsletter:[When I get bored with receiving e-newsletters, I unsubscribe myself] 4.420 * 80% 72% 73% 70% 72% 70% 70% 60% 50% 40% 30% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom When I get bored with receiving e-newsletters, I unsubscribe myselfE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 53/97
  54. 54. Attitudes in dealing with e-newsletters Degrees of agreement in different countries - ‘Deletion of closed e-newsletters’Here are a few statements describing the behaviour of other people who, like you, are subscribed to at Base: sampleleast one e-newsletter. Can you please indicate to what extent you agree with these statements? subscribed to at least one e-newsletter:[When I get bored with receiving e-newsletters, I delete them without even opening them] 4.420 * 80% 72% 70% 65% 66% 61% 62% 60% 50% 40% 30% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom When I get bored with receiving e-newsletters, I delete them without even opening themE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 54/97
  55. 55. Attitudes in dealing with e-newsletters Degrees of agreement in different countries - ‘Use of the anti-spam folder’Here are a few statements describing the behaviour of other people who, like you, are subscribed to at Base: sampleleast one e-newsletter. Can you please indicate to what extent you agree with these statements? subscribed to at least one e-newsletter:[When I get bored with receiving e-newsletters, I put them into the spam folder so I do not see them any more] 4.420 * 50% 40% 40% 36% 35% 34% 34% 30% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United KingdomWhen I get bored with receiving e-newsletters, I put them into the spam folder so I do not see them any moreE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 55/97
  56. 56. Receiving video-mail Previous experienceHave you ever received a "video-mail" from a e-newsletter, i.e. an e-mail containing video content? Base: sample subscribed to at least one e-newsletter: 4.420 Yes, more than once 28,3% Yes, once 7,9% Do not remember 20,4% No, never 43,4% Total five countriesE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 56/97
  57. 57. Receiving video-mail Previous experience - ‘Receipt of video-mail’Have you ever received a "video-mail" from a e-newsletter, i.e. an e-mail containing video content? Base: sample[Yes, at least once] subscribed to at least one e-newsletter: 4.420 * 50% 43% 40% 38% 36% 34% 31% 30% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom I have received a video-mailE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 57/97
  58. 58. Receiving video-mail Previous experience - ‘No receipt of video-mail’Have you ever received a "video-mail" from a e-newsletter, i.e. an e-mail containing video content? Base: sample[No, never] subscribed to at least one e-newsletter: 4.420 * 50% 48% 47% 46% 42% 40% 33% 30% 20% 10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom I have never received a video-mailE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 58/97
  59. 59. Receiving video-mail Previous experience - ‘Do not remember’Have you ever received a "video-mail" from a e-newsletter, i.e. an e-mail containing video content? Base: sample[Do not remember] subscribed to at least one e-newsletter: 4.420 * 30% 25% 24% 21% 20% 20% 20% 17% 15% 10% 5% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 863 724 893 1.074 901 0% Italy Spain France Germany United Kingdom Do not rememberE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 59/97

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