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2018 Adobe consumer email survey - Japan report

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2018 Adobe consumer email survey - Japan report

  1. 1. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved.© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2018 Consumer Email Survey - Japan report Research conducted by:
  2. 2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. What: An online survey with panel participants Who: White-collar participants own a smart phone When: Data collected from July 25 to July 28, 2018 Where: Results are shown for Japan only (n=1,000) Statistical testing: Statistical differences are shown at the 95% confidence level. As Internet panel sample was used for this study, the sample was not drawn from the population using probability sampling; thus, a margin of error is not reported (margin of error accounts for sampling error). If the data had been collected using a probability sampling method, the margin of error would be +/- 3.1%, 19 times out of 20. Given this sampling approach, the outcomes of the statistical tests reported reflect results as if performed on data collected using probability sampling. Methodology Adobe Marketing Insights & Operations (MIO)
  3. 3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. • Most employees check their work and personal email at least every few hours, which they feel is as often as they should. − On average, employees spend roughly an hour each checking their work and personal email, per day. − The majority of employees don’t check their work email until they get to the office, but the vast majority of employees check their personal email before getting to the office. − Most rarely or never check their work email while on vacation. • Smartphones and computers are both used by the vast majority as a device for regularly checking emails. − Smartphones are the preferred primary device for checking personal email, while computers are preferred for checking work email. Older employees and men are more likely to prefer computers, while younger employees and women are more likely to prefer smartphones. • 76% of work emails and 65% of personal emails are opened. Of those, 80% of work emails and 66% of personal emails are read. • Over six-in-ten employees expect their work and personal email use to stay the same over the next two years, while nearly a quarter say they expect their use of both to decrease. • Employees most likely feel indifference when checking their work or personal email. Additionally, 40% get to “inbox-zero”, which is most commonly felt to be impossible. Summary of Results Adobe Marketing Insights & Operations (MIO) Email Usage
  4. 4. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. • Email and phone calls are communication methods used by the majority of employees (to communicate with colleagues). ▬ Men are more likely to use both phone calls and email, and women are more likely to use instant messaging and other methods. • Employees most commonly mentioned that email is preferred, followed by phone calls, face-to-face conversations, and instant messaging. ▬ Email is more strongly preferred by men, face-to-face conversations are more strongly preferred by those 35 years or older, and instant messaging is more strongly preferred by women and those under 35 years old. • For all discussions, either email or face-to-face conversations are considered the most appropriate communication method. ▬ In general, face-to-face conversations becomes more appropriate as the nature of the topic becomes more serious. Summary of Results Adobe Marketing Insights & Operations (MIO) Work Communication in General
  5. 5. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. • Improved mobile viewing has most improved employee’s email experiences the most over the last few years, followed by category filtering, stronger spam filters, and better email design. • Instant messaging and email are seen as the communication methods that have innovated the most over the past five years. • 52% of employees would like to be contacted by brands through email. However, their stated preference is for personalized marketing emails that are less about promotions, and more about providing information. ▬ Marketing emails provided under two-fifths of employees with an added incentive to purchase. • About one-third of work (33%) and personal (31%) email offers are interesting enough to open. • When reading emails from brands on a smartphone, employees would like emails that minimize the need to scroll, and have less text. • The most annoying thing about receiving email offers is getting emails that are too wordy/poorly written, followed by being emailed too often by a brand. • Regardless of age group or gender, customization of emails from brands is of medium to low importance. ▬ The most common frustration related to personalization is recommendations that do not match employee interests. Summary of Results Adobe Marketing Insights & Operations (MIO) Email Innovation and Marketing
  6. 6. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 6 Profile of Participants Adobe Marketing Insights & Operations (MIO)
  7. 7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Who Participated in the Survey Adobe Marketing Insights & Operations (MIO) 7% 16% 35% 31% 11% 18 to 24 25 to 34 35 to 49 50 to 64 65 or above Age  The participants in the survey were sampled to reflect the demographics of Japan, for both age and gender. Male 53% Female 47% Gender Base: All respondents (1,000) s1 -- What is your gender? (not including those who said prefer not to answer base: 997) s2 – In what year were you born?
  8. 8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 8 Email Usage Adobe Marketing Insights & Operations (MIO)
  9. 9. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Frequency of checking email Adobe Marketing Insights & Operations (MIO) 22% 45% 10% 14% 9% Frequency of checking work email outside of normal work hours Base: All respondents (1,000) q1 -- While at work, how often do you typically check your personal email in a given day? q2 -- Outside of normal work hours, how often do you check your work email in a given day? (D) (E) 16% 30% D 48% E 41% 11% 9% 16% E 12% 10% 8% 10% 19% D 56% 58% 14% E 7% 10% 10% 8% 6% 15% 57% 11% 10% 7% Frequency of checking personal email while at work Never Every few hours Every hour Multiple times per hour Constantly 18 to 24 25 to 34 35+ (A) (B) (C) Checking work email outside of work hours Never 35% C 31% C 20% Every few hours 40% 39% 46% Every hour 5% 13% A 10% Multiple times per hour 12% 11% 15% Constantly 8% 6% 10% B Checking personal email while at work Never 34% BC 16% 13% Every few hours 49% 56% 58% Every hour 6% 11% 11% Multiple times per hour 6% 12% 10% Constantly 5% 5% 8%  Most employees check their work email at least every few hours when not at work, and their personal email at work every few hours as well.  Women and younger employees are more likely to never check their work email outside work, or their personal email at work.
  10. 10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Frequency of checking email Adobe Marketing Insights & Operations (MIO)  The vast majority of employees feel they check their email as often as they should. Women and 18 to 24 year olds are more likely to say they don’t check their email enough. 14% 82% 4% I check way too often, and should really cut down I check my email as often as I should I don't check my email enough, and should really do a better job of staying on top of it Frequency of email checking in general Base: All respondents (1,000) q5 -- How would you characterize your frequency of email checking in general? (D) (E) 15% 14% 83% 80% 2% 6% D 18 to 24 25 to 34 35+ (A) (B) (C) 18% 20% C 13% 69% 75% 84% AB 12% C 4% 3%
  11. 11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 1 hour or less >1 hour to 2 hours >2 hours to 4 hours >4 hours to 6 hours More than 6 hours Time spent checking email Adobe Marketing Insights & Operations (MIO) 79% 12% 5% 2% 3% (D) (E) 79% 79% 12% 11% 4% 5% 2% 2% 2% 3% 90% E 85% 5% 9% D 3% 2% 1% 2% 1% 2% 87% 7% 3% 2% 1% 18 to 24 25 to 34 35+ (A) (B) (C) Work Email 1 hour or less 80% 79% 79% >1 hour to 2 hours 3% 12% A 12% A >2 hours to 4 hours 3% 5% 5% >4 hours to 6 hours 6% 2% 2% More than 6 hours 8% 2% 2% Personal Email 1 hour or less 82% 89% 88% >1 hour to 2 hours 8% 9% 7% >2 hours to 4 hours 2% 1% 3% B >4 hours to 6 hours 6% 1% 1% More than 6 hours 3% 1% 1% Mean number of hours: 1.1 Mean number of hours: 0.7 2018 %  Employees typically spend just over an hour checking work email, with only one-fifth checking 1 or more hour per day. Less time is spent checking personal email. Base: All respondents (1,000) q6a -- Please estimate the total number of hours and minutes per weekday you spend checking your work email q6b -- Please estimate the total number of hours and minutes per weekday you spend checking your personal email *Note only hours are shown, minutes are not included in this result. Total number of hours per weekday you spend checking… Personal emailWork email
  12. 12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Frequency of checking work email before work Adobe Marketing Insights & Operations (MIO)  Most employees don’t check their work email until they get to the office. Those 18 to 34 years old are more likely to check while still in bed. 12% 17% 15% 56% I check my email while still in bed I check email as I'm getting ready, eating breakfast or having coffee I check my email as I'm about to leave the house or on my commute into the office I don't check email until I get into the office Length of time before checking work email after you wake up on a work day (D) (E) 11% 13% 18% 16% 18% E 12% 53% 59% 18 to 24 25 to 34 35+ (A) (B) (C) 29% BC 16% C 10% 18% 20% 16% 15% 13% 16% 37% 52% A 58% A Base: All respondents (1,000) q7a -- It's a workday, and you've just woken up. After you wake up, how long does it typically take you to check your work email?
  13. 13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Frequency of checking personal email before work Adobe Marketing Insights & Operations (MIO)  Checking personal email in bed is far more common than checking work email in bed, with those 18 to 34 years old again being more likely to check at this time. Overall, the vast majority of employees check their personal email before getting to the office. 22% 30% 25% 24% I check my email while still in bed I check email as I'm getting ready, eating breakfast or having coffee I check my email as I'm about to leave the house or on my commute into the office I don't check email until I get into the office Length of time before checking personal email after you wake up on a work day Base: All respondents (1,000) q7b -- It's a workday, and you've just woken up. After you wake up, how long does it typically take you to check your personal email? (D) (E) 18% 26% D 31% 28% 26% 23% 25% 23% 18 to 24 25 to 34 35+ (A) (B) (C) 34% C 33% C 18% 18% 27% 31% A 25% 26% 25% 23% 14% 26% B
  14. 14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Checking work emails in various situations Adobe Marketing Insights & Operations (MIO)  In the past month, at least one-quarter have checked work email while commuting to/from work or on vacation. Nearly half have not checked their work email in any of the following situations.  Those 18 to 34 are more likely to check while in bed or the bathroom, while those 35 and older are more likely to have checked in none of these situations. 32% 25% 14% 14% 11% 9% 8% 7% 6% 4% 3% 2% 45% While commuting to/from work While on vacation While in bed While watching TV/movie While walking While in the bathroom While on the phone During a meal with others While in a face-to-face conversation While working out While driving While at a formal ceremony None, I haven't checked during any Situations where work email has been checked in the past month Base: All respondents (1,000) q10 -- In the last month, during which situations have you checked your work email? (Multi-response) (D) (E) 35% 29% 28% E 22% 11% 18% D 14% 14% 12% 10% 10% 8% 9% 6% 8% 7% 6% 5% 4% 3% 4% 2% 3% 1% 42% 48% 18 to 24 25 to 34 35+ (A) (B) (C) 42% 36% 31% 20% 27% 25% 26% C 24% C 11% 20% 19% 13% 17% 11% 10% 20% C 13% C 7% 5% 8% 8% 9% 8% 7% 9% 8% 5% 6% 4% 3% 3% 4% 3% 3% 1% 2% 31% 39% 47% A
  15. 15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Checking personal emails in various situations Adobe Marketing Insights & Operations (MIO)  In the past month, nearly half have checked their personal email while commuting to/from work, or on vacation. Over one- third have done this while watching TV/movie or in bed. Those 25 to 34 years old are more likely to check their personal email is a variety of situations. 46% 45% 38% 35% 21% 20% 11% 8% 5% 5% 4% 2% 14% While commuting to/from work While on vacation While watching TV/movie While in bed While in the bathroom While walking During a meal with others While in a face-to-face conversation While on the phone While working out While driving While at a formal ceremony None, I haven't checked during any Situations where personal email has been checked in the past month Base: All respondents (1,000) q10a -- In the last month, during which situations have you checked your personal email? (Multi-response) (D) (E) 47% 44% 41% 48% D 35% 41% 25% 46% D 21% 20% 20% 20% 10% 13% 7% 9% 5% 5% 6% 4% 5% 4% 2% 2% 18% E 10% 18 to 24 25 to 34 35+ (A) (B) (C) 40% 50% 45% 37% 54% AC 43% 23% 40% A 39% A 48% C 52% C 31% 25% 33% C 18% 15% 23% 20% 14% 13% 11% 9% 12% 7% 5% 4% 5% 5% 5% 5% 3% 6% 4% 2% 2% 2% 8% 4% 17% AB
  16. 16. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Checking work email while on vacation Adobe Marketing Insights & Operations (MIO)  Most employees say they check their work email rarely or less often when on vacation. Nearly four-in-ten say they never check (particularly women and those under 35 years old). 38% 24% 23% 12% 3% Never Rarely Occasionally Frequently Constantly Frequency of checking work emails on vacation Base: All respondents (1,000) q14_a -- work email?: While on vacation, how often do you check your… (D) (E) 29% 48% D 26% 21% 28% E 18% 14% 10% 3% 2% 18 to 24 25 to 34 35+ (A) (B) (C) 48% 46% C 35% 20% 21% 24% 28% 19% 24% 3% 11% A 13% A 2% 2% 3%
  17. 17. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Checking personal email while on vacation Adobe Marketing Insights & Operations (MIO)  Personal email is checked far more often while on vacation. Under four-in-ten say they check it frequently. Those 18 to 24 are most likely to never check personal email on vacation. 7% 13% 37% 37% 6% Never Rarely Occasionally Frequently Constantly Frequency of checking personal emails on vacation (D) (E) 5% 8% 13% 13% 39% 36% 37% 37% 6% 6% 18 to 24 25 to 34 35+ (A) (B) (C) 20% BC 6% 5% 22% 12% 13% 37% 38% 37% 18% 36% A 39% A 3% 8% 6% Base: All respondents (1,000) q14_b -- personal email?: While on vacation, how often do you check your…
  18. 18. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 62% 35% 2% 1% 0% Primary device for checking emails Adobe Marketing Insights & Operations (MIO) Base: All respondents (1,000) q7a_a -- What is your primary device type for checking work email? q7a_b -- What is your primary device type for checking personal email? (D) (E) 69% E 54% 28% 43% D 2% 3% 1% 0% 0% 0% 43% E 25% 54% 71% D 2% 3% 1% 0% 0% 0% 34% 62% 3% 1% 0% Desktop/ Laptop Smartphone Tablet Smartwatch Other 18 to 24 25 to 34 35+ (A) (B) (C) Work Email Desktop/ Laptop 26% 52% A 67% AB Smartphone 68% BC 47% C 30% Tablet 5% 1% 2% Smartwatch 2% 0% 1% B Other 0% 0% 0% Personal Email Desktop/ Laptop 8% 21% A 39% AB Smartphone 88% BC 77% C 57% Tablet 3% 2% 3% Smartwatch 2% 0% 1% B Other 0% 0% 0%  Computers are the most popular primary device for checking work email, while smartphones are typically the primary device for checking personal email.  Older employees and men are more likely to prefer computers, while younger employees and women are more likely to prefer smartphones. Primary device type for checking… Personal emailWork email
  19. 19. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Devices for checking emails Adobe Marketing Insights & Operations (MIO)  Smartphones and computers are most commonly used to regularly check email. Women are more likely to use a smartphone, while men are more likely to use a computer. Tablets are only used by about one-in-ten. 80% 71% 11% 2% 0% Smartphone Desktop/Laptop Tablet Smartwatch Other (e.g., car display) Devices used to regularly check email Base: All respondents (1,000) q8 -- On which of the following devices do you regularly check email? (Multi-response) (D) (E) 75% 84% D 78% E 63% 12% 10% 2% 1% 0% 0% 18 to 24 25 to 34 35+ (A) (B) (C) 88% C 88% C 77% 34% 65% A 75% AB 8% 10% 11% 3% 1% 2% 0% 0% 0%
  20. 20. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Opening emails Adobe Marketing Insights & Operations (MIO) 15% 3% 10% 11% 10% 51% (D) (E) 11% 18% D 4% 3% 11% 9% 14% E 8% 12% E 8% 48% 54% D 16% 14% 13% E 8% 18% 21% 17% 17% 10% 10% 26% 30% 16% 10% 20% 17% 10% 28% 18 to 24 25 to 34 35+ (A) (B) (C) Work Email 0 - 20% 25% C 15% 14% 21 - 40% 0% 1% 4% AB 41 - 60% 20% BC 6% 10% 61 - 80% 11% 5% 12% B 81 - 99% 6% 6% 11% B 100% 38% 66% AC 49% Personal Email 0 - 20% 20% 15% 15% 21 - 40% 6% 11% 10% 41 - 60% 25% 21% 19% 61 - 80% 14% 10% 18% B 81 - 99% 8% 8% 11% 100% 28% 34% 27%  Work emails are a bit more likely than personal emails to be opened, with half saying they open 100% of their work emails.  Those 25 years or older are more likely to open their work emails. Mean % of work emails opened: 76% Mean % of personal emails opened: 65% Total number of received emails opened Base: All respondents (1,000) q4a -- What percentage of emails received do you open? Personal emailWork email 0 to 20% 21 to 40% 41 to 60% 61 to 80% 81 to 99% 100%
  21. 21. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Reading emails Adobe Marketing Insights & Operations (MIO) 11% 3% 9% 12% 9% 57% (D) (E) 8% 15% D 3% 2% 9% 9% 14% E 9% 10% 8% 56% 57% 17% 14% 11% 9% 20% 18% 17% 17% 6% 6% 30% 35% 15% 10% 19% 17% 6% 33% 18 to 24 25 to 34 35+ (A) (B) (C) Work Email 0 - 20% 22% BC 10% 11% 21 - 40% 2% 1% 3% 41 - 60% 18% C 9% 8% 61 - 80% 8% 11% 12% 81 - 99% 8% 8% 10% 100% 43% 61% A 57% A Personal Email 0 - 20% 23% 16% 14% 21 - 40% 12% 9% 10% 41 - 60% 22% 19% 19% 61 - 80% 9% 15% 18% A 81 - 99% 2% 8% A 6% A 100% 32% 33% 33% Mean % of emails read: 80% Mean % of emails read: 66% Total number of received opened emails read Base: All respondents (1,000) q4b -- Of those emails you open, what percentage do you actually read?  Opened work emails are also more likely than opened personal emails to be read. Well over half read every work email they open.  Those 25 years or older are also more likely to read their work emails. 0 to 20% 21 to 40% 41 to 60% 61 to 80% 81 to 99% 100% Personal emailWork email
  22. 22. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Emotion when checking email Adobe Marketing Insights & Operations (MIO) 50% 22% 12% 11% 5% (D) (E) 14% E 9% 13% 11% 49% 51% 19% 25% D 6% 3% 40% 39% 6% 6% 46% 47% 5% 7% 2% 1% 47% 6% 6% 39% 2% Indifference Anxiety Accomplished Excitement Dread or guilt 18 to 24 25 to 34 35+ (A) (B) (C) Work email Excitement 5% 11% 12% A Accomplished 0% 7% A 14% AB Indifference 63% BC 48% 50% Anxiety 29% 32% C 19% Dread or guilt 3% 2% 5% B Personal email Excitement 28% 38% 41% A Accomplished 2% 3% 7% AB Indifference 65% C 51% 44% Anxiety 5% 8% 6% Dread or guilt 2% 0% 2% B  Employees most often feel indifference when checking work and personal emails. For work email, anxiety is the next most common emotion. For personal email, excitement is the next most common emotion. Emotion when checking… Base: All respondents (1,000) q3 -- Which emotion do you most often feel when you check your? Personal emailWork email
  23. 23. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. NET Increasing 15% 12% Future use of email Adobe Marketing Insights & Operations (MIO) Base: All respondents (1,000) q9a -- Looking ahead at the next two years, which best describes how you see your use of work email changing? q9b -- Looking ahead at the next two years, which best describes how you see your use of personal email changing? (D) (E) 24% 23% 60% 64% 16% 14% 20% 26% D 67% 63% 13% 11% 18 to 24 25 to 34 35+ (A) (B) (C) Work Email NET Decreasing 28% 21% 23% Staying the same 52% 63% 63% NET Increasing 20% 16% 14% Personal Email NET Decreasing 23% 30% C 22% Staying the same 65% 58% 66% NET Increasing 12% 11% 13%  Most employees expect their work and personal email use to stay the same over the next two years. Fewer than one- sixth see their work or personal email use increasing. 10% 6% 13% 17% 62% 65% 11% 10% 4%Work email Personal email Decreasing substantially Decreasing a little Staying the same Increasing a little Increasing substantially
  24. 24. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 39% 35% 20% 13% Impossible Relieving Amazing! It's borderline OCD Reactions to the idea of “inbox-zero” 18 to 24 25 to 34 35+ (A) (B) (C) Getting to ‘index-zero’: 31% 33% 42% B Reactions to the idea of ‘index- zero’ Impossible 35% 47% C 38% Relieving 31% 25% 37% B Amazing 28% 19% 19% It's borderline OCD 15% 17% 12% No, 61% Yes, 40% Getting to “inbox-zero” Reaction to “inbox-zero” Adobe Marketing Insights & Operations (MIO)  Four-in-ten employees get to “inbox-zero”, with men and those 35 or older being more likely to do so.  The most common reaction to “inbox-zero” is impossible, followed by relieving. Women are more likely to find it impossible, while those 35 or older are more likely to find it relieving. (D) (E) 45% E 34% 36% 43% D 36% 33% 20% 20% 13% 13% Base: All respondents (1,000) q20 -- Getting to “inbox zero” is defined as acting on every email as it comes in to move it out of your inbox immediately (delete, respond, or delegate). Is that something you currently do? q21 -- What is your reaction to the idea of “inbox zero”'
  25. 25. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 25 Work Communication in General Adobe Marketing Insights & Operations (MIO)
  26. 26. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Current communication preference Adobe Marketing Insights & Operations (MIO)  Email and phone (both more popular among men and those 35 or older) are the most commonly used method for communicating with colleagues, and both are used by most employees. Face-to-face conversations (more popular among those 35 or older) and instant messaging (more popular among women) are also commonly preferred. 68% 58% 35% 28% 9% 7% 5% 3% Email Phone Face-to-face conversations/in-person meetings Instant messaging Video conferencing or video chat File sharing service Enterprise social network Other Communication methods with colleagues at work used regularly Base: All respondents (1,000) q11 -- Today, which of the following communication methods do you use regularly to interact with colleagues at work? (multi) (D) (E) 76% E 59% 63% E 54% 34% 35% 24% 31% D 10% 7% 7% 7% 6% 5% 2% 5% D 18 to 24 25 to 34 35+ (A) (B) (C) 49% 62% 70% A 43% 55% 60% A 23% 31% 36% A 31% 38% C 25% 2% 6% 10% A 6% 8% 7% 6% 9% 5% 6% 5% 3%
  27. 27. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Current communication preference Adobe Marketing Insights & Operations (MIO)  Email is the most preferred method of communication (and is more popular among men), followed by phone, face-to-face conversations (more popular among those 35 or older), and instant messaging (more popular among women and those under 35). 37% 23% 15% 15% 3% 2% 2% 2% Email Phone Face-to-face conversations/in-person meetings Instant messaging Enterprise social network File sharing service Video conferencing or video chat Other Preferred method of communication with work colleagues Base: All respondents (1,000) q12 -- Today, how do you prefer to communicate with your work colleagues? (D) (E) 41% E 33% 24% 22% 16% 15% 11% 20% D 3% 3% 2% 3% 2% 1% 1% 3% D 18 to 24 25 to 34 35+ (A) (B) (C) 31% 29% 40% B 23% 21% 24% 8% 11% 17% AB 26% C 25% C 13% 5% 6% C 2% 2% 4% 2% 0% 2% 2% A 6% 3% 2%
  28. 28. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Communication tool for a quick question Adobe Marketing Insights & Operations (MIO)  Of the options listed, employees are most likely to use email as their communication method for a quick question with a work colleague. Males and those 35 or older are more likely to prefer email. 40% 36% 15% 4% 4% 2% Email Face-to-face conversations/in-person meetings Instant messaging Enterprise social network Video conferencing or video chat Other Communication method likely to use Base: All respondents (1,000) q13 -- Which of the following communication methods are you most likely to use to communicate with a work colleague about a quick question? (D) (E) 43% C 36% 36% 35% 11% 18% B 5% 4% 4% 4% 1% 2% 43% C 36% 18 to 24 25 to 34 35+ (A) (B) (C) 37% 32% 42% J 31% 37% 36% 15% 24% K 13% 6% 3% 4% 8% 3% 4% 3% 1% 1% 37% 32% 42% J
  29. 29. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Most appropriate communication method for different interactions Adobe Marketing Insights & Operations (MIO)  For all discussions shown below, either email or face-to-face conversations are considered the most appropriate communication method.  In general, face-to-face conversations becomes more appropriate as the nature of the topic becomes more serious. Base: All respondents (1,000) q17-- Which of the following would you consider the most appropriate communication method for: 36% 43% 44% 22% 22% 21% 13% 23% 24% 12% 42% 43% 51% 66% 10% 8% 18% 10% 17% 20% 14% 9% 9% 19% 8% 6% 3% 3% 3% 3% 3% 8% 6% 3% 4% 3% 4% 3% 14% 11% 6% 3% A status update on a project Delivering feedback A brief question Suggesting a new approach or idea Asking for help on a big project Alerting your boss of an important issue Quitting your job Most appropriate communication method for… Email Face-to-face conversations/in-person meetings Phone Instant messaging Video conferencing or video chat Enterprise social network File sharing service *Age and gender splits are shown in the appendix
  30. 30. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Most annoying phrase used in work emails Adobe Marketing Insights & Operations (MIO)  ‘Not sure if you saw my last email’ is the most annoying phrase people use via email at work. 31% 12% 12% 11% 9% 7% 6% 6% 5% Not sure if you saw my last email... Per my last email... Any updates on this? Per our conversation... As previously stated... Sorry for the double email As discussed... Please advise. Re-attaching for convenience. Most annoying phrase people use via email at work Base: All respondents (1,004) q19 -- What's the most annoying phrase people use via email at work? (D) (E) 27% 37% D 13% 12% 12% 12% 10% 12% 10% 8% 8% 5% 8% E 5% 8% E 4% 6% 5% 18 to 24 25 to 34 35+ (A) (B) (C) 17% 35% A 32% A 20% B 9% 12% 14% 16% 11% 11% 9% 11% 14% 11% 8% 11% 5% 7% 9% 5% 6% 0% 8% I 7% I 5% 3% 6%
  31. 31. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 31 Email Innovation and Marketing Adobe Marketing Insights & Operations (MIO)
  32. 32. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Email improvements Adobe Marketing Insights & Operations (MIO)  Improved mobile viewing is seen as the top improvement made to the email experience over the last few years, by all age groups and genders. Category filtering and stronger spam filters (particularly among males) are also seen as the top improvements. 20% 13% 12% 8% 4% 2% 41% Improved mobile viewing Filtering Stronger spam filters Better email design Smart auto-replies Voice assistants responding to emails for me None Which of the following has most improved your email experience in the last few years? Base: All respondents (1,000) q15 -- Which of the following has most improved your email experience in the last few years? (D) (E) 21% 18% 12% 14% 14% E 10% 8% 9% 3% 5% 3% 1% 39% 43% 18 to 24 25 to 34 35+ (A) (B) (C) 14% 23% 19% 14% 16% 13% 12% 13% 12% 11% 6% 9% 8% 5% 3% 5% 0% 2% B 37% 37% 42%
  33. 33. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Most innovative communication method Adobe Marketing Insights & Operations (MIO)  Instant messaging and email are seen as the communication methods that has innovated the most over the past five years. Women and those 25 to 34 years old are more likely to say instant messaging is most improved, while men and those 35 or older are more likely to say email is most improved. 27% 27% 15% 13% 11% 7% Instant messaging Email Phone Video conferencing or video chat File sharing service Enterprise social network Communication method has innovated the most over the last five years Base: All respondents (1,000) q18 -- Which of the following communications methods has innovated the most over the last five years? (D) (E) 24% 31% D 31% E 23% 14% 17% 14% 12% 10% 12% 8% 6% 18 to 24 25 to 34 35+ (A) (B) (C) 28% 35% C 25% 25% 19% 29% B 29% BC 12% 15% 6% 13% 14% A 8% 14% 10% 5% 8% 7%
  34. 34. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Brand contact Adobe Marketing Insights & Operations (MIO)  Email is the top choice for preferred method of contact by brands, by all age groups and genders. Phone calls (particularly among 18 to 24 year olds) and direct mail are the next most popular options. Text/SMS is much more strongly preferred by those under 35 years old, and to a lesser extent women. 52% 14% 13% 8% 7% 5% 2% Email Phone call Direct mail Text message/SMS Social media channels The brand's mobile app Chatbots Preferred method of contact by brands Base: All respondents (1,000) q25 -- When it comes to receiving offers from marketers, how do you prefer to be contacted by brands? (D) (E) 56% E 47% 13% 15% 14% 11% 6% 10% D 6% 8% 3% 7% D 2% 2% 18 to 24 25 to 34 35+ (A) (B) (C) 29% 44% A 55% AB 25% B 9% 14% 15% 13% 12% 18% C 15% C 6% 5% 9% 7% 6% 6% 4% 2% 4% 2%
  35. 35. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Changing marketing emails Adobe Marketing Insights & Operations (MIO)  Employees would prefer marketing emails that are better personalized to employee interests (particularly women), and that are less about promotions and provided more information (particularly men). 35% 28% 14% 11% 11% 1% Content that's better personalized to my interests Make them less about promotion and more about providing me information Incorporate more content from actual product/service users Ability to make a purchase without leaving an email More engaging content like embedded videos and images Other If you could change one thing about the emails you get from brands what would it be? Base: All respondents (1,000) q16 -- If you could change one thing about the emails you get from brands what would it be? (D) (E) 32% 38% D 31% E 25% 15% 13% 13% 10% 9% 14% D 1% 0% 18 to 24 25 to 34 35+ (A) (B) (C) 38% 31% 35% 22% 30% 28% 14% 12% 15% 9% 10% 12% 17% 15% 10% 0% 1% 1% A
  36. 36. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Marketing emails and the purchase process Adobe Marketing Insights & Operations (MIO)  Marketing emails from brands typically help employees select between products under consideration, make them aware of a brand they weren’t familiar with (particularly men), and remind them of a purchase they need to make. 33% 27% 22% 18% Helping me select between products I'm considering Making me aware of a brand I wasn't familiar with Reminding me of a purchase I need to make Giving me additional incentives to purchase (discount code, free shipping, etc.) When it comes to the marketing emails you receive from brands, what role does email typically play in your purchase process? (D) (E) 33% 34% 30% E 22% 21% 22% 16% 21% D 18 to 24 25 to 34 35+ (A) (B) (C) 35% 38% 32% 35% 23% 27% 18% 19% 22% 11% 20% 19% Base: All respondents (1,000) q26 -- When it comes to the marketing emails you receive from brands, what role does email typically play in your purchase process?
  37. 37. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 33% 31% Work (Mean) Personal (Mean) % of email offers interested in enough to open Interest in opening email offers Adobe Marketing Insights & Operations (MIO)  Over the past year, about one-third of email offers to both work and personal email were interesting enough to open. Women are more likely to open personal email offers. Base: All respondents (1,000) q22_a – Work emails: Of the email offers you receive from brands each day, what percentage are you interested in enough to open? q22_b – Personal emails: Of the email offers you receive from brands each day, what percentage are you interested in enough to open? (D) (E) 34% 32% 27% 34% D 18 to 24 25 to 34 35+ (A) (B) (C) 34% 28% 34% B 35% 30% 30%
  38. 38. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Annoying things when reading email from a brand on a smartphone Adobe Marketing Insights & Operations (MIO)  The top annoyances when reading email from a brand on a smartphone are having to scroll to much and including too much text, followed by small fonts, waiting for images to load, and layout not being optimized for mobile. 25% 23% 16% 15% 12% 6% 2% 1% I have to scroll too much to read the entire email Too much text Font size is too small I have to wait for images to load, or download an image to see it The layout is not optimized for mobile Unattractive design Lack of video Other (specify) Most annoying thing when reading email from a brand on a smartphone Base: All respondents (1,000) q23 -- What's the most annoying thing when reading email from a brand on your smartphone? (D) (E) 24% 26% 25% 22% 18% E 13% 12% 18% D 13% 12% 6% 6% 2% 2% 1% E 0% 18 to 24 25 to 34 35+ (A) (B) (C) 15% 25% 26% A 29% 27% 22% 9% 9% 18% AB 12% 17% 15% 20% 11% 12% 8% 8% 5% 6% 3% 1% 0% 1% 1% A 
  39. 39. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Most annoying thing when receiving an email offer from a marketer Adobe Marketing Insights & Operations (MIO)  Over one-third of employees find emails that are too wordy/poorly written and being emailed too often by a brand as most annoying when receiving email offers. 39% 35% 22% 15% 15% 13% 10% 6% 4% 0% 7% Emails that are too wordy/poorly written Getting emailed too often by a brand An email urging me to buy a product or service I've already purchased An offer that makes it clear that the marketers data about me is wrong Too much personalization, where it is creepy Poor design Too little or no personalization Emails without video or images Emails that don't include a buy button to facilitate purchase Other None of the above make email annoying/intrusive Most annoying thing when receiving an email offer from a marketer Base: All respondents (1,000) q24 -- When you receive an email offer from a marketer, which of the following is most annoying? (Multi-response: select up to 3) (D) (E) 40% 37% 30% 39% D 22% 22% 16% 15% 17% E 12% 15% E 11% 10% 10% 6% 5% 4% 4% 0% 0% 7% 7% 18 to 24 25 to 34 35+ (A) (B) (C) 31% 37% 40% 31% 40% 34% 25% 20% 22% 3% 19% A 16% A 5% 11% 17% AB 9% 12% 14% 12% 13% 9% 8% 6% 5% 8% 4% 4% 0% 0% 0% 6% 4% 7%
  40. 40. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Importance of customized communication from brands Adobe Marketing Insights & Operations (MIO)  Customization of emails from brands is of medium-low importance, with less than one-fifth saying it is important (rating of either 4 or 5). 17% 18% 47% 15% 3% How important is it that brands customize their communication with you as an individual? Low importance 2 3 4 High importance Base: All respondents (1,000) q27 -- On the following scale, how important is it that brands customize their communication with you as an individual? (D) (E) 17% 18% 17% 20% 48% 45% 15% 15% 4% 3% 18 to 24 25 to 34 35+ (A) (B) (C) Low importance 18% 16% 18% 2 29% C 21% 16% 3 38% 43% 48% 4 11% 18% 15% High Importance 3% 3% 3%
  41. 41. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Frustrating lack of personalization in emails Adobe Marketing Insights & Operations (MIO)  Just over four-in-ten employees say receiving recommendations that don’t match their interest is the most frustrating way emails lack personalization (particularly those 25 years or older), while one-fifth feel that including expired offers is the most frustrating (particularly women). 41% 20% 15% 15% 10% Recommending items that do not match your interests Including offers that have already expired Misspelling your name Sending you promotions for things you've already purchased Sending an offer not appropriate to the season or your location (e.g., sending deals for shorts during winter) The most frustrating way brands lack personalization in your emails (D) (E) 43% 39% 16% 24% D 17% 13% 15% 15% 10% 9% 18 to 24 25 to 34 35+ (A) (B) (C) 23% 41% A 43% A 31% C 23% 18% 15% 11% 16% 14% 16% 15% 17% 9% 9% Base: All respondents (1,000) q28 -- What of the following is the most frustrating way brands lack personalization in their emails?
  42. 42. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 42 Appendix Adobe Marketing Insights & Operations (MIO)
  43. 43. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 18 to 24 25 to 34 35+ (A) (B) (C) (D) (E) A status update on a project? Email 32% 31% 38% 41% E 31% Face-to-face conversations/in-person meetings 15% 17% 24% B 22% 23% Phone 15% 8% 10% 10% 10% Instant messaging 20% C 13% C 7% 8% 11% Video conferencing or video chat 3% 3% 3% 4% 3% Enterprise social network 6% 5% 4% 4% 4% File sharing service 8% 22% AC 13% 12% 18% D Delivering feedback? Email 40% 47% 43% 47% E 39% Face-to-face conversations/in-person meetings 20% 17% 25% B 23% 23% Phone 12% 6% 9% 9% 7% Instant messaging 17% 8% 9% 8% 11% Video conferencing or video chat 0% 3% A 3% A 3% 3% Enterprise social network 2% 5% 2% 2% 3% File sharing service 9% 15% 10% 8% 14% D Most appropriate communication method for different interactions Adobe Marketing Insights & Operations (MIO) Base: All respondents (1,000) q17-- Which of the following would you consider the most appropriate communication method for:
  44. 44. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 18 to 24 25 to 34 35+ (A) (B) (C) (D) (E) Suggesting a new approach or idea? Email 11% 18% 23% A 24% E 18% Face-to-face conversations/in-person meetings 31% 39% 44% A 43% 42% Phone 18% 9% 10% 11% 9% Instant messaging 22% BC 9% 6% 7% 9% Video conferencing or video chat 9% 11% 7% 7% 8% Enterprise social network 3% 6% 4% 4% 4% File sharing service 6% 9% 6% 4% 9% D A brief question? Email 43% 34% 46% B 50% E 37% Face-to-face conversations/in-person meetings 6% 15% A 12% 10% 14% Phone 15% 15% 18% 19% 16% Instant messaging 25% 28% C 16% 14% 24% D Video conferencing or video chat 3% 3% 3% 2% 3% Enterprise social network 5% 3% 3% 3% 3% File sharing service 3% 2% 2% 2% 2% Most appropriate communication method for different interactions Adobe Marketing Insights & Operations (MIO) Base: All respondents (1,000) q17 -- Which of the following would you consider the most appropriate communication method for:
  45. 45. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 18 to 24 25 to 34 35+ (A) (B) (C) (D) (E) Asking for help on a big project? Email 15% 18% 24% 24% 19% Face-to-face conversations/in-person meetings 38% 42% 44% 40% 46% D Phone 17% 14% 17% 18% 15% Instant messaging 12% 8% 5% 5% 7% Video conferencing or video chat 8% 7% 5% 6% 5% Enterprise social network 3% 7% C 2% 3% 3% File sharing service 6% 4% 3% 3% 4% Alerting your boss of an important issue? Email 17% 21% 21% 21% 20% Face-to-face conversations/in-person meetings 38% 47% 52% A 49% 52% Phone 31% C 24% 18% 20% 20% Instant messaging 9% 2% 3% 3% 4% Video conferencing or video chat 2% 2% 3% 3% 2% Enterprise social network 2% 2% 1% 2% 1% File sharing service 2% 2% 2% 2% 2% Most appropriate communication method for different interactions Adobe Marketing Insights & Operations (MIO) Base: All respondents (1,000) q17 -- Which of the following would you consider the most appropriate communication method for:
  46. 46. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 18 to 24 25 to 34 35+ (A) (B) (C) (D) (E) Quitting your job? Email 6% 11% 14% A 17% E 10% Face-to-face conversations/in-person meetings 62% 68% 66% 61% 70% D Phone 17% 14% 14% 15% 13% Instant messaging 11% C 3% 3% 3% 4% Video conferencing or video chat 2% 1% 1% 1% 1% Enterprise social network 2% 1% 1% 1% 1% File sharing service 2% 2% 2% 2% 1% Most appropriate communication method for different interactions Adobe Marketing Insights & Operations (MIO) Base: All respondents (1,000) q17 -- Which of the following would you consider the most appropriate communication method for:
  47. 47. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved.

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