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Email Marketing Consumer Report - Europe

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  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  • 60. Junk mail Perception of the quantity of junk mail receivedThinking about your experience with email, over the last two or three years, would you say the quantity of Base:Junk mail you receive (spam, undesired emails) has increased or decreased? total sample: 4.745 Decreased 5% greatlyDecreased a little 12% Remained the 19% sameIncreased slightly 24%Increased greatly 38% I couldnt say 3%There is a widespread perception in all five European countries that the volume of junk mail has increasedsignificantly: two out of three users believe levels of spam are increasing.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 60/97
  • 61. Junk mail Perception of the quantity of junk mail receivedThinking about your experience with email, over the last two or three years, would you say the quantity of Base:Junk mail you receive (spam, undesired emails) has increased or decreased? total sample: 4.745 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Italy 4% 15% 26% 28% 25% Spain 5% 15% 22% 27% 30% France 4% 11% 18% 23% 41% Germany 4% 11% 17% 20% 45% United Kingdom 6% 9% 16% 26% 40% Decreased greatly Decreased a little Remained the same Increased slightly Increased greatly I couldnt sayThe most advanced countries in terms of Internet adoption also have the greatest perception that spam isincreasing.E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 61/97
  • 62. Messaging and communication systems Use of solutions other than e-mailBesides email, which of these other messaging and communication systems do you regularly use on the Base:Internet? total sample: 4.745 Windows / MSN Messenger 59%Internal messages within a Social Networking Site (e.g. Facebook, 41% MySpace messages, etc...) Sending and/or receiving text 20% messages via the Internet VoIP applications 13% RSS feeds 8% Sending and/or receiving faxes 7% via the Internet Other 7%E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 62/97
  • 63. Messaging and communication systems Use of solutions other than e-mail: Windows / MSN MessengerBesides email, which of these other messaging and communication systems do you regularly use on the Base:Internet? total sample:[Windows / MSN Messenger] 4.745 * 80% 79% 72% 70% 67% 60% 53% 50% 44% 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 Windows / MSN MessengerE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 63/97
  • 64. Messaging and communication systems Use of solutions other than e-mail: Social Networking sitesBesides email, which of these other messaging and communication systems do you regularly use on the Base:Internet? total sample:[Internal messages within a Social Networking Site (e.g. Facebook, MySpace messages, etc...)] 4.745 * 50% 48% 47% 44% 40% 36% 32% 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 Internal messages within a Social Networking Site (e.g. Facebook, MySpace messages, etc...)E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 64/97
  • 65. Messaging and communication systems Use of solutions other than e-mail: text messages via the InternetBesides email, which of these other messaging and communication systems do you regularly use on the Base:Internet? total sample:[Sending and/or receiving text messages via the Internet] 4.745 * 41% 40% 30% 20% 19% 18% 16% 10% 8% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0% Italy Spain France Germany United Kingdom Sending and/or receiving text messages via the InternetE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 65/97
  • 66. Messaging and communication systems Use of solutions other than e-mail: VoIP applicationsBesides email, which of these other messaging and communication systems do you regularly use on the Base:Internet? total sample:[VoIP applications] 4.745 * 25% 22% 20% 18% 15% 10% 10% 9% 5% 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 VoIP applicationsE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 66/97
  • 67. Messaging and communication systems Use of solutions other than e-mail: faxes via the InternetBesides email, which of these other messaging and communication systems do you regularly use on the Base:Internet? total sample:[Sending and/or receiving faxes via the Internet] 4.745 * 12% 11% 10% 9% 8% 7% 6% 4% 4% 4% 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 Sending and/or receiving faxes via the InternetE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 67/97
  • 68. Messaging and communication systems Use of solutions other than e-mail: RSS feedsBesides email, which of these other messaging and communication systems do you regularly use on the Base:Internet? total sample:[RSS feeds] 4.745 * 14% 12% 12% 10% 10% 8% 6% 6% 6% 4% 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 RSS feedsE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 68/97
  • 69. 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
  • 70. Regular use of e-mail Devices used to check e-mailWhat devices do you use to access your e-mail accounts? Base:[Mobile devices: iPhone, BlackBerry, smartphones…] total sample: 4.745 * 17,7% 18% % of I nternet users that check their e-m ail on m obile devices 15% 13,5% 13,1% 11,9% 12% 9% 7,9% 6% 3% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0% Italy Spain France Germany United Kingdom Mobile devices: iPhone, BlackBerry, smartphones…E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 70/97
  • 71. Regular use of e-mail Checking e-mail on a mobile deviceWhat devices do you use to access your e-mail accounts? Base:[Mobile devices: iPhone, BlackBerry, smartphones…] total sample: 4.745 * 7 M illion individuals 6,0 6 5 4,3 4,0 4 3 2,3 2 1,9 1 * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 914 769 927 1.122 1.013 0 Italy Spain France Germany United Kingdom Mobile devices: iPhone, BlackBerry, smartphones...E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 71/97
  • 72. Attitudes to mobile devices Distribution of degrees of agreement - UsersSome people who, like you, use devices for mobile e-mail access reported the following. Can you tell us Base: sample of users of at least oneto what extent you agree with each of these? advanced device: 493 It is very important for me to be able to access my e-mail account 73% whenever I need to I can no longer do without mobile access to my e-mail account with 42% these devices The cost of mobile access to my e-mail accounts is too high for me 33% Share of “entirely” + “slightly agree” Accessing e-mail on devices other than a PC (desktop or laptop) is 27% inconvenient I am able to access my e-mail account on these devices but I hardly 25% ever or never do this Accessing my e-mail account on these devices is too complicated 15%E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 72/97
  • 73. Attitudes to mobile devices Degrees of agreement in different countries - Users (1/6)Some people who, like you, use devices for mobile e-mail access reported the following. Can you tell us Base: sample of users of at least oneto what extent you agree with each of these? advanced device: 493[It is very important for me to be able to access my e-mail account whenever I need to] 90% 80% 79% Share of “entirely” + 80% 76% “slightly agree” 70% 67% 61% 60% 50% 40% 30% 20% 10% * Sample base: * Sample base: • Sample base: * Sample base: * Sample base: 169 67 57 102 98 0% Italy Spain France Germany United Kingdom It is very important for me to be able to access my e-mail account whenever I need toE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 73/97
  • 74. Attitudes to mobile devices Degrees of agreement in different countries - Users (2/6)Some people who, like you, use devices for mobile e-mail access reported the following. Can you tell us Base: sample of users of at least oneto what extent you agree with each of these? advanced device: 493[I can no longer do without mobile access to my e-mail account with these devices] 60% 53% Share of “entirely” + 50% 50% “slightly agree” 40% 38% 33% 30% 21% 20% 10% * Sample base: * Sample base: * Sample base: • Sample base: * Sample base: 169 67 57 102 98 0% Italy Spain France Germany United Kingdom I can no longer do without mobile access to my e-mail account with these devicesE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 74/97
  • 75. Attitudes to mobile devices Degrees of agreement in different countries - Users (3/6)Some people who, like you, use devices for mobile e-mail access reported the following. Can you tell us Base: sample of users of at least oneto what extent you agree with each of these? advanced device: 493[The cost of mobile access to my e-mail accounts is too high for me] 50% 43% 43% Share of “entirely” + “slightly agree” 40% 39% 30% 23% 20% 19% 10% * Sample <base: * Sample base: * Sample base: • Sample base: * Sample base: 169 67 57 102 98 0% Italy Spain France Germany United Kingdom The cost of mobile access to my e-mail accounts is too high for meE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 75/97
  • 76. Attitudes to mobile devices Degrees of agreement in different countries - Users (4/6)Some people who, like you, use devices for mobile e-mail access reported the following. Can you tell us Base: sample of users of at least oneto what extent you agree with each of these? advanced device: 493[Accessing e-mail on devices other than a PC (desktop or laptop) is inconvenient] 60% 50% Share of “entirely” + 50% “slightly agree” 40% 31% 30% 22% 20% 18% 17% 10% * Sample base: * Sample base: * Sample base: •Sample base: * Sample base: 169 67 57 102 98 0% Italy Spain France Germany United Kingdom Accessing e-mail on devices other than a PC (desktop or laptop) is inconvenientE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 76/97
  • 77. Attitudes to mobile devices Degrees of agreement in different countries - Users (5/6)Some people who, like you, use devices for mobile e-mail access reported the following. Can you tell us Base: sample of users of at least oneto what extent you agree with each of these? advanced device: 493[I 40% to access my e-mail account on these devices but I hardly ever or never do this] am able Share of “entirely” + “slightly agree” 30% 28% 27% 24% 23% 22% 20% 10% * Sample base: * Sample base: * Sample base: •Sample base: * Sample base: 169 67 57 102 98 0% Italy Spain France Germany United Kingdom I am able to access my e-mail account on these devices but I hardly ever or never do thisE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 77/97
  • 78. Attitudes to mobile devices Degrees of agreement in different countries - Users (6/6)Some people who, like you, use devices for mobile e-mail access reported the following. Can you tell us Base: sample of users of at least oneto what extent you agree with each of these? advanced device: 493[Accessing my e-mail account on these devices is too complicated] 30% Share of “entirely” + 25% “slightly agree” 21% 20% 19% 15% 12% 10% 10% 9% 5% * Sample base: * Sample base: * Sample base: •Sample base: * Sample base: 169 67 57 102 98 0% Italy Spain France Germany United Kingdom Accessing my e-mail account on these devices is too complicatedE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 78/97
  • 79. Functionality and use of mobile devices Viewing images contained in e-mailsWhen you receive e-mails on a mobile device you have said you use, are you able to display the images Base: sample of users of at least onewithin the e-mail? advanced device: 493 Yes, I can and I do so 55,7% No, I cannot see them 9,9% Yes, I can but I choose not I don’t to know 28,1% 6,3% Total five countriesE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 79/97
  • 80. Functionality and use of mobile devices Viewing images contained in e-mails “Yes, I can and I do so”When you receive e-mails on a mobile device you have said you use, are you able to display the images Base: sample of users of at least onewithin the e-mail? advanced device: 493[Yes, I can and I do so] 70% 66% 63% 63% 60% 52% 50% 40% 38% 30% 20% 10% * Sample base: * Sample base: * Sample base: • Sample base: * Sample base: 169 67 57 102 98 0% Italy Spain France Germany United Kingdom Yes, I can and I do soE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 80/97
  • 81. Functionality and use of mobile devices Viewing images contained in e-mails “Yes, I can but I choose not to”When you receive e-mails on a mobile device you have said you use, are you able to display the images Base: sample of users of at least onewithin the e-mail? advanced device: 493[Yes, I can but I choose not to] 30% 29% 28% 28% 28% 28% 25% 20% 15% 10% 5% * Sample base: * Sample base: * Sample base: • Sample base: * Sample base: 169 67 57 102 98 0% Italy Spain France Germany United Kingdom Yes, I can but I choose not toE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 81/97
  • 82. Functionality and use of mobile devices Viewing images contained in e-mails “No, I cannot see them”When you receive e-mails on a mobile device you have said you use, are you able to display the images Base: sample of users of at least onewithin the e-mail? advanced device: 493[No, I cannot see them] 30% 26% 25% 20% 15% 10% 8% 7% 5% 5% 3% * Sample base: * Sample base: * Sample base: • Sample base: * Sample base: 169 67 57 102 98 0% Italy Spain France Germany United Kingdom No, I cannot see themE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 82/97
  • 83. Functionality and use of mobile devices Browsing the InternetApart from accessing e-mail on the mobile device you have said you use, can you navigate the web? Base: sample of users of at least one advanced device: 493 No Yes 2,9% 94,9% I dont know 2,2% Total five countriesE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 83/97
  • 84. Functionality and use of mobile devices Browsing the InternetApart from accessing e-mail on the mobile device you have said you use, can you navigate the web? Base: sample of users of at least one[Yes, I can] advanced device: 493 100% 96% 97% 93% 93% 94% 90% 80% 70% 60% 50% 40% 30% 20% 10% * Sample base: * Sample base: * Sample base: • Sample base: * Sample base: 169 67 57 102 98 0% Italy Spain France Germany United Kingdom Yes, I canE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 84/97
  • 85. Wireless connection to the Internet Typical situationsNow we are going to show you a few typical situations in which you can connect to the internet to check and Base:write emails. Can you tell us how often these situations apply to you? total sample: 4.745[indicate all those you usually use] At home I use a Wi-Fi connection 39% I use a Wi-Fi connection at my 13% place of work I look for somebody elses Wi-Fi connection while I am out (on the 9% street, in public places, stations, shops, etc...) I connect to the internet via the wireless service offered by my 16% mobile phone providerE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 85/97
  • 86. Wireless connection to the Internet Wi-Fi at homeNow we are going to show you a few typical situations in which you can connect to the internet to check and Base:write emails. Can you tell us how often these situations apply to you? total sample: 4.745 *[At home I use a Wi-Fi connection] 60% 52% 50% 44% 44% 41% 40% 30% 28% 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 At home I use a Wi-Fi connectionE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 86/97
  • 87. Wireless connection to the Internet Wi-Fi at workNow we are going to show you a few typical situations in which you can connect to the internet to check and Base:write emails. Can you tell us how often these situations apply to you? total sample: 4.745 *[I use a Wi-Fi connection at my place of work] 25% 23% 20% 18% 15% 12% 10% 10% 7% 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 use a Wi-Fi connection at my place of workE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 87/97
  • 88. Wireless connection to the Internet Wi-Fi in public placesNow we are going to show you a few typical situations in which you can connect to the internet to check and Base:write emails. Can you tell us how often these situations apply to you? total sample: 4.745 *[I look for Wi-Fi connection while I am out (on the street, in public places, stations, shops, etc...)] 20% 18% 15% 14% 10% 8% 6% 5% 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 look Wi-Fi connection while I am out (on the street, in public places, stations, shops, etc...)E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 88/97
  • 89. Wireless connection to the Internet Wireless service offered by mobile phone providersNow we are going to show you a few typical situations in which you can connect to the internet to check and Base:write emails. Can you tell us how often these situations apply to you? total sample: 4.745 *[I connect to the internet via the wireless service offered by my mobile phone provider] 33% 31% 30% 27% 24% 21% 21% 18% 16% 15% 12% 12% 9% 8% 6% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base: 3% 914 769 927 1.122 1.013 0% Italy Spain France Germany United Kingdom I connect to the internet via the wireless service offered by my mobile phone providerE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 89/97
  • 90. 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
  • 91. Key findings Scenario data • Among the five countries studied there is a clear difference in penetration and Internet usage profiles: Spain and Italy form one homogenous group while France, Germany and the U.K. form another • Germany accounts for 30% of the volume of e-mail produced by the five countries, followed by the U.K. and France. The volume generated in Italy accounts for around 10% of the total for the five countries • Every day on average in the five countries each user receives around 28 e-mails, net of spam and of all junk mail filtered by e-mail servers before delivery to users’ accounts. • The number of messages sent increases as Internet penetration grows, in accordance with the law that states that the value of a network depends on the number of its nodes. This gives an average number of messages sent each day ranging from 20 in Italy and Spain to 30 in the U.K. and up to 35 in France • The total number of active e-mail accounts in the five countries is over 300 million, which gives an average of a little over two accounts per user. These are separate e-mail accounts used regularly by Internet users, the average number of which is very similar across the five countries, varying between 2 and 2.3 per capitaE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 91/97
  • 92. Key findings Attitudes and patterns of use • Wi-Fi technology is more common in Spain: less than half of the Internet users use a Wi-Fi connection at home. This discrepancy is even more marked in relation to wireless connections in the workplace (in Italy and Spain this connection is used in 20% of cases, compared with 10% in the other three countries surveyed) • The most commonly used devices for reading e-mail are desktop computers (78%) and laptops (52%). The appearance of netbooks has been an interesting phenomenon, currently used by 7% of Internet users in the five countries, with use growing rapidly in Italy, the U.K. and Germany • The proportion of users able to check their e-mail using mobile devices (e.g. iPhones, smartphones, BlackBerrys, PDAs, etc.) varies greatly, with penetration ranging from 8% in France to 18% in Italy, the leading country for adoption of mobile e-mail devices, together with Germany and the U.K.. The total number of individuals in the five countries who regularly connect to the Internet with a mobile device is close to 20 million: 6 million in Germany, a little over 4 million in Italy and 4 million in the U.K.. The country least interested in checking e- mail on mobile devices is France, with fewer than 8% of Internet users • Italy has the highest penetration of mobile devices for accessing the InternetE-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 92/97
  • 93. Key findings Attitudes and patterns of use • In most cases, users subscribe to e-newsletters with their main e-mail address, but as the number of e-mail accounts held and used increases, so too does the use of a secondary e-mail account dedicated to e-newsletter subscriptions • The types of e-newsletters to which users subscribe differ in the five countries as a result of social and cultural factors (e.g. the strong penetration of associations in Italy and the U.K.) and normal Internet use. The most popular topics for e-newsletters to which users subscribe are “Travel and Tourism” services (43% of the entire sample), “E-Commerce” (38%) and “Current Affairs” (37%). When combining the two types of e-newsletters, Travel and Tourism together with E-Commerce, this gives the most popular category, with penetration ranging from 53% in the U.K. to 68% in Italy • In general e-newsletters are very popular among French users: on average they subscribe to 10 e-newsletters per capita, compared with an average of 7 in the other four countries. Users subscribe to e-newsletters naturally, in 75% of cases using their main e-mail address (compared with 58% in Italy, where 30% use a secondary address or an address created specifically for e-newsletters)E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 93/97
  • 94. Key findings Attitudes and patterns of use• In more than four out of five cases, Internet users download images contained in e-mails, know how to protect themselves from spam and phishing and have learnt how to unsubscribe from e-newsletters which are no longer of interest. In general, use and attitudes towards e-mail are very uniform across the different countries• In all five countries there is a perception that levels of spam are increasing, with this perception greatest in the three most advanced countries (France, the U.K. and Germany)• Among alternatives to e-mail used for communications over the Internet, by far the most common is Windows/MSN Messenger, used by almost 60% of users, particularly in Spain, France and Italy. Italy has the highest proportion of Internet users who send text messages over the Internet (40%), use fax over the Internet (10%) and, together with Germany, use VoIP applications (around 20%)E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 94/97
  • 95. Don’t forget that another detailed study is available onhabits and behaviour in the use of e-mail and e-newsletters by British users E-mail Marketing Consumer Report 2009 / United K ingdom which can be downloaded free of charge from the website www.en.contactlab.com The following detailed reports on individual countries are also available in English: E-mail Marketing Consumer Report 2009 - Italy E-mail Marketing Consumer Report 2009 - Spain E-mail Marketing Consumer Report 2009 - France E-mail Marketing Consumer Report 2009 - Germ any www.en.contactlab.com
  • 96. E-mail Marketing Consumer Report 2009 Copyright• All the materials, data and information published for the "The British and the Internet: e-mail and e-newsletter habits and behaviour” are non-copyright: they can therefore be copied, distributed, forwarded, republished or used in any other way, wholly or in part, without the prior consent of ContactLab, provided that this is for personal, research or study-related use, or any non-commercial use, and that the source is cited with the following words, in clearly visible form: "w w w .contactlab.com"• If the research is copied in full, the words "Research published by ContactLab" must be shown. If the research is cited or published in part, it is sufficient to indicate our Website. If the articles are not published in full, it must be specified that only parts thereof are being used (e.g. by using ellipses) and clearly stated that the full survey is available at www.contactlab.com. Under no circumstances may alterations, however slight, be made to the original text• Where materials, data or information are used in digital form, the source must be cited via the provision of a hypertext link to the home page www.contactlab.com• In all cases, notification must be given in due course of the use of the materials from www.contactlab.com, by sending an e-mail to marketing@contactlab.com, wherever possible attaching an electronic copy of the article in which the materials are to be reproduced This study was conducted by Human Highway, which is responsible for all of its contents.
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