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2019 Adobe email report

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Email Usage – Working Age Knowledge Workers

Published in: Data & Analytics
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2019 Adobe email report

  1. 1. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. Email Usage – Working Age Knowledge Workers (WW comparison) Ryan Dietzen | MCI | August 2019 Research partner:
  2. 2. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. Headlines 2 Although up to 5 hours a day is spent checking email (work + personal), many feel this is ‘just right’ --- Only in India (with the highest amount of time spent checking email) and in Japan (with the lowest amount of time) are workers increasingly likely to say they spend too much time checking email. Many, especially in Germany and Japan, resist checking work email until they get to work. --- However, the pull of personal email is strong - nearly all check this before work. Surprisingly, at least 1/3 do not check social media before work. Fewer people are achieving Inbox Zero - only half or so in most countries --- Those who do describe it as relieving. In India, where 70% achieve inbox zero, most describe it as amazing. Only ¼ of offers from brands are interesting enough to open - many suffer from basic quality concerns or are sent too often --- Personalization done right is important to many, particularly for personal emails, but frustrations continue. These findings are the result of a survey of approximately 1000 residents of working age, who work in office/management roles, and own smartphones. Data is balanced to age and gender proportions found in the general population of each country. The survey was conducted in the US, UK, Germany, France, India, Japan, and Australia. This summary compares results across countries. The survey was conducted from July 26 to August 6, 2019. This report includes highlighted results. Full results are available to the project team at https://portal.advanis.net/adbe. Some icons used in this report are sourced from https://icons8.com.
  3. 3. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. Key Findings
  4. 4. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 4 Email Usage WW Results (July 2019) Base: All respondents (Approx. 1,000 per country) s2 – In what year were you born? Survey participants are millennials, particularly in India. Gen Z: Born 1996 - TBD Millennials: Born 1977 - 1995 Generation X: Born 1965 - 1976 Baby Boomers: Born 1946 - 1964 Traditionalists: Born 1945 & before Survey Participant Demographics 27% 30% 32% 31% 31% 15% 32% 19% 22% 21% 20% 21% 16% 22% 50% 44% 44% 45% 44% 66% 44%
  5. 5. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. ↑↓ = Significant differences observed at 95% confidence level. 5 On average, 3+ hours spent on work email; India higher; Japan lower 1-2 hours spent checking personal email, except in Japan Minutes Spent Each Weekday Checking Email 209 207 173 216 211 334 ↑ 77 143 ↓ 124 105 142 129 241 ↑ 53 50 100 150 200 250 300 350 United States United Kingdom Germany France Australia India Japan Work Emails Personal Emails Email Usage WW Results (July 2019) Base: All respondents (Approx. 1,000 per country) q6_a/b .. Please estimate the number of minutes you spend each weekday checking your email Ironically, participants in India and Japan are both more likely to say they check email too often, compared to prior years.
  6. 6. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 6 While most emails are opened, just over half are considered useful - least so in Japan, France and the UK. Email Usage WW Results (July 2019) Base: All respondents (Approx. 1,000 per country) q4a_a/b (% of emails you open) and Q4c_a/b (% of emails you find useful) - new questions in 2019 80 81 83 71 79 66 69 59 56 64 57 61 60 49 Only 63% in France say the amount they check email is “just right”. For other countries, this is closer to 70% or more.
  7. 7. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 7 Personal email is checked during work more often than work email is checked outside of work hours. However, many check once an hour or more - particularly in France and India ↑↓ = Significant differences observed vs. 2018 at 95% confidence level. Email Usage US Results (July 2019); Base: All respondents (Approx. 1,000 per country) 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? q5 – How would you characterize your frequency of email checking in general? Checking Emails Often (once an hour or more)? 33% 27% 32% 42% 35% 60% ↑ 38% ↑ 40% 38% 41% 50% 39% 59% ↑ 27% Work email outside of work hours
  8. 8. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 52% 47% 27% 57% 59% 88% 43% 83% 85% 75% 82% 84% 93% 87% 62% 66% 56% 61% 62% 80% 72% Work Email Personal Email Social Media 8 It's a workday, and you've just woken up. After you wake up, how long does it typically take you to check your…. Most people are checking personal email or social media before work, although an increasing number resist the urge to check work email ↑↓ = Significant differences observed vs. 2018 at 95% confidence level. While getting ready/eating breakfast Still in bed While commuting *Social Media New in 2019 - also ‘on break’ is only asked for social media Email Usage WW Results (July 2019) Base: All respondents (Approx. 1,000 per country) q7 – 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? 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? q7c – It's a workday, and you've just woken up. After you wake up, how long does it typically take you to look at a social media app? This chart shows the net of before work, which is a combination of the above levels.
  9. 9. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 9 Email/face-to-face dominate workplace communication (as a preference) in most countries. In Germany, phone is as popular as email, while in India and Japan, face to face is preferred less often than phone and instant messaging BC AC C B C Email Usage WW Results (July 2019) Today, how do you prefer to communicate with colleagues at work? q12 - Today, how do you prefer to communicate with your work colleagues? United States United Kingdom Germany France Australia India Japan Face-to-face conversations/in-person meetings 35% 43% 52% 35% 37% 15% 11% Email 33% 28% 19% 23% 31% 23% 38% Instant messaging (e.g., Facebook Messenger, Jabber, Gchat, Skype) 13% 11% 6% 10% 8% 20% 17% Phone 11% 10% 18% 18% 14% 20% 25% Enterprise social network (e.g., Yammer or Slack) 3% 3% 2% 4% 4% 7% 3% Video conferencing or video chat 3% 3% 3% 3% 2% 8% 3% File sharing service (e.g. Dropbox, Box, Adobe Document Cloud) 2% 2% 1% 5% 3% 7% 3% Other (specify): 0% 1% 0% 0% 1% 0% 2% Base 1002 1000 1000 1005 1001 999 1000
  10. 10. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 10 During vacation, how often do you check your work email? (% checking) UK, German and Japanese workers least likely to check work email during vacation - while in India this is virtually guaranteed 62%↓ 51% 42% Email Usage WW Results (July 2019) Base: All respondents (Approx. 1,000 per country) q14_a – Work email?: While on vacation, how often do you check your… 68% 69% 95% 54% ↓ ↑↓ = Significant differences observed at 95% confidence level.
  11. 11. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 11 Do you get to ‘Inbox Zero’? About half of workers achieve ‘inbox zero’ (higher in India) Most describe this as “relieving”; in India many describe it as “amazing” 46% ↓ 44% 46% 48% 46% 70% ↑ 51% ↑ Email Usage WW Results (July 2019) Base: All respondents (Approx. 1,000 per country) 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?' ↑↓ = Significant differences observed at 95% confidence level.
  12. 12. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential. 12 23 ↓ 19 32 28 23 41 20 ↓26 ↓ 23 27 28 27 36 20 ↓ 0 10 20 30 40 50 United States United Kingdom Germany France Australia India Japan Work Emails Personal Emails † Question wording has changed since last wave; no trending available. Email Usage WW Results (July 2019); Base: All respondents (Approx. 1,000 per country) q22_a – In work email: Of the email offers you receive from brands each day, what percentage are you interested in enough to open? q22_b – In personal email: Of the email offers you receive from brands each day, what percentage are you interested in enough to open? Only ¼ of email offers from brands are interesting enough to open, fairly consistent whether for work or personal reasons % of Email Offers From Brands Interesting Enough to Open… ↑↓ = Significant differences observed at 95% confidence level.
  13. 13. © 2019 Adobe Inc. All Rights Reserved. Adobe Confidential.

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