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Adobe Study "E-Mail Use 2017" in Germany

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Adobe Campaign released findings from its third annual consumer email survey, focused on consumers' habits and behavior related to personal and work email. The report surveyed more than 1,000 white-collar workers in Germany

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Adobe Study "E-Mail Use 2017" in Germany

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  5. 5. 10% 22% 32% 31% 6% 18 to 24 25 to 34 35 to 49 50 to 64 65 or above Age  Yes 20% No 80% Work in technology industry* 50% 27% 18% 4% Never, come to the office everyday A few days a month as schedule permits On a regular basis All the time, I never go to the office Percentage of Time Working Remotely Male 50% Female 50% Other <1% Gender Base: All respondents (1,016) s1 -- What is your gender? (not including those who said prefer not to answer base: 3,024) s2 -- How old are you?; s4 -- Do you work in the technology industry? *note data has been weighted to previous year’s proportions s6 -- What percentage of your work time is spent working remotely (meaning outside the office)? Significantly higher than 2016 Significantly lower than 2016i h h
  6. 6. Base: All respondents (1,016) 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? 16% 32% D 43% E 35% 16% 12% 12% 11% 14% E 10% 13% 20% D 55% 53% 15% 11% 9% 9% 7% 7% 21% 21% 26% 49% C 38% 38% 16% 17% 12% 7% 9% 13% 7% 15% A 11% 12% 14% 18% 61% B 49% 55% 17% 18% C 11% 6% 12% A 8% 3% 6% 8% A   Significantly higher than 2016 Significantly lower than 2016i h h
  7. 7.  17% 80% 4% Frequency of email checking in general Base: All respondents (1,016) q3 -- How would you characterize your frequency of email checking in general? (D) (E) 18% 16% 79% 80% 3% 5% 18 to 24 25 to 34 35+ (A) (B) (C) 15% 26% AC 14% 81% B 70% 82% B 4% 4% 4% Significantly higher than 2016 Significantly lower than 2016i h
  8. 8. 56% 53% 24% 21% 12% 15% 4% 5% 5% 6% 76% 74% 14% 13% 5% 7% 2% 3% 3% 2% 49% 44% 58% B 25% 26% 21% 15% 17% 12% 6% 6% 4% 4% 7% 5% 68% 71% 78% A 19% 15% 12% 7% 7% 5% 4% 3% 3% 2% 4% 2% h i i i i i  Significantly higher than 2016 Significantly lower than 2016i h Base: All respondents (1,016) q4a -- Please estimate the total number of hours and minutes per weekday you spend checking your work email q4b -- 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.
  9. 9.  13% 24% 22% 42% Length of time before checking email after you wake up on a work day Base: All respondents (1,016) q5 -- It's a workday, and you've just woken up. How long does it typically take you to check your work or personal email after you wake up? (D) (E) 12% 13% 25% 23% 26% E 18% 37% 46% D 18 to 24 25 to 34 35+ (A) (B) (C) 28% C 20% C 8% 19% 28% 24% 18% 18% 23% 35% 34% 45% B h Significantly higher than 2016 Significantly lower than 2016i h
  10. 10.  48% 37% 32% 32% 27% 19% 19% 18% 14% 11% 7% 3% 18% Situations where email has been checked in the past month Base: All respondents (1,016) q10 -- In the last month, during which situations have you checked your email? (Multi-response) (D) (E) 44% 52% D 39% 37% 28% 37% D 33% 30% 27% 28% 22% E 15% 19% 18% 17% 19% 14% 15% 12% 10% 8% 6% 3% 3% 17% 19% 18 to 24 25 to 34 35+ (A) (B) (C) 46% 51% 48% 34% 36% 39% 60% C 49% C 23% 45% C 38% C 28% 32% 31% 26% 22% 28% C 15% 29% C 28% C 14% 37% C 31% C 11% 12% 18% 13% 12% 17% C 8% 9% 12% C 4% 1% 8% AC 1% 9% 9% 22% AB Significantly higher than 2016 Significantly lower than 2016i h
  11. 11.  45% 19% 22% 11% 2% Frequency of checking work emails on vacation Base: All respondents (1,016) q26 -- While on vacation, how often do you check your work email? (D) (E) 35% 55% D 21% E 16% 27% E 18% 13% 10% 3% 2% 18 to 24 25 to 34 35+ (A) (B) (C) 37% 43% 47% 33% BC 20% 16% 21% 24% 22% 8% 12% 12% 1% 2% 3% Significantly higher than 2016 Significantly lower than 2016i h h i
  12. 12.   Devices used to regularly check email Base: All respondents (1,016) q7 -- On which of the following devices do you regularly check email? (Multi-response) (D) (E) 85% E 80% 70% 69% 25% 21% 1% 1% 1% 1% 18 to 24 25 to 34 35+ (A) (B) (C) 74% 80% 84% A 88% C 80% C 64% 16% 25% 24% 1% 2% 1% 0% 1% 1% A i Significantly higher than 2016 Significantly lower than 2016i h
  13. 13. Base: All respondents (1,016) q7a -- What is your primary device type for checking work email? q7b -- What is your primary device type for checking personal email? 75% 73% 20% 24% 5% 4% 0% 0% 0% 0% 55% E 45% 38% 49% D 7% 5% 0% 0% 0% 0% 59% 70% 77% AB 35% C 26% C 19% 6% 4% 4% 0% 0% 0% 0% 0% 0% 24% 35% 58% AB 74% BC 59% C 35% 2% 6% 7% A 0% 0% 0% 0% 0% 0%  h h Significantly higher than 2016 Significantly lower than 2016i h i
  14. 14. 5% 7% 6% 4% 10% 8% 14% 12% 22% E 17% 42% 52% D 11% 11% 10% 9% 22% 18% 22% 28% D 15% 13% 20% 21% 8% 6% 6% 8% 5% 5% 11% 13% C 8% 8% 17% A 12% 14% 21% 19% 50% B 37% 50% B 9% 14% 11% 12% 15% C 7% 28% C 25% C 17% 29% 26% 24% 4% 11% A 17% AB 17% B 9% 24% B  Base: All respondents (1,016) q39a -- What percentage of emails received do you open?
  15. 15. 4% 6% 7% E 4% 14% E 9% 18% 17% 16% 18% 41% 46% 12% 14% 8% 9% 25% 22% 21% 25% 11% 12% 23% E 17% 4% 5% 6% 9% 6% 4% 11% 16% C 10% 9% 20% A 18% A 13% 17% 18% 53% B 36% 44% B 17% 16% 12% 19% C 12% C 7% 26% 25% 23% 14% 24% A 23% A 8% 9% 13% B 15% 14% 22% B Base: All respondents (1,016) q39b -- Of those emails you open, what percentage do you actually read?  
  16. 16. 48% 51% 30% E 24% 17% 19% 3% 3% 2% 3% 51% 49% 21% 17% 25% 30% 2% 3% 1% 2% 40% 42% 53% AB 24% 23% 28% 26% C 26% C 15% 4% 4% 2% 5% 4% C 1% 43% 46% 52% 15% 14% 21% B 31% 33% C 25% 6% 4% C 1% 5% C 2% 0%   Base: All respondents (1,016) q38 -- Which emotion do you most often feel when you check your?
  17. 17. 33% Base: All respondents (1,016) 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? 13% 10% 52% 58% D 35% 32% 11% 11% 62% 66% 27% 23% 11% 16% C 11% 54% 45% 58% B 35% 39% C 31% 16% 16% C 9% 56% 57% 67% AB 27% 28% 24%   i h Significantly higher than 2016 Significantly lower than 2016i h
  18. 18. 46% 28% 23% 14% Reactions to the idea of “inbox-zero” 80% C 73% C 65% 45% 39% 48% B 35% 33% C 26% 29% 25% 21% 14% 11% 15% No; 32% Yes; 68% Getting to “inbox-zero”   72% E 64% 46% 45% 28% 28% 21% 24% 16% E 12% Base: All respondents (1,016) q48 -- 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? q49 -- What is your reaction to the idea of “inbox zero”'
  19. 19.  Communication methods with colleagues at work used regularly Base: All respondents (1,016) q40 -- Today, which of the following communication methods do you use regularly to interact with colleagues at work? (multi) (D) (E) 78% 80% 81% E 75% 81% E 74% 36% 32% 23% E 11% 14% E 8% 12% 9% 1% 3% 18 to 24 25 to 34 35+ (A) (B) (C) 69% 76% 81% A 74% 76% 79% 76% 73% 79% 43% C 41% C 30% 12% 18% 17% 15% 14% 10% 14% 17% C 8% 1% 1% 3%
  20. 20.  Preferred method of communication with work colleagues Base: All respondents (1,016) q17 -- Today, how do you prefer to communicate with your work colleagues? (D) (E) 43% 49% 22% 20% 19% 17% 7% 8% 4% 2% 3% E 1% 2% 1% 0% 1% D 18 to 24 25 to 34 35+ (A) (B) (C) 26% 39% A 51% AB 26% 22% 20% 20% 15% 19% 19% C 11% C 5% 2% 6% C 2% 4% 4% C 1% 2% 2% 1% 0% 0% 1% A h i Significantly higher than 2016 Significantly lower than 2016i h
  21. 21.  Your company’s primary communication tool Base: All respondents (1,016) q41 -- What is your company's primary communication tool? (D) (E) 35% 35% 27% 29% 25% 28% 7% E 4% 5% E 2% 2% 3% 0% 0% 18 to 24 25 to 34 35+ (A) (B) (C) 36% 33% 36% 20% 24% 30% A 28% 25% 27% 7% 7% 4% 5% 6% C 2% 5% C 5% C 1% 0% 0% 0%
  22. 22.   38% 26% 22% 8% 4% 2% 0% Communication method likely to use Base: All respondents (1,016) q42 -- Which of the following communication methods are you most likely to use to communicate with a work colleague about a quick question? (D) (E) 37% 38% 25% 26% 20% 25% 10% E 6% 5% E 2% 2% 2% 0% 0% 18 to 24 25 to 34 35+ (A) (B) (C) 36% 31% 40% B 17% 28% A 26% A 25% 20% 22% 15% C 12% C 6% 3% 4% 4% 4% 5% C 1% 0% 0% 0%
  23. 23.   Base: All respondents (1,016) q45 --
  24. 24.   31% 14% 10% 10% 4% 4% 26% Which of the following has most improved your email experience in the last few years? Base: All respondents (1,016) q43 -- Which of the following has most improved your email experience in the last few years? (D) (E) 33% 29% 15% 13% 11% 10% 10% 11% 5% E 3% 4% 3% 22% 31% D 18 to 24 25 to 34 35+ (A) (B) (C) 24% 27% 33% A 15% 21% C 12% 15% 13% 9% 23% BC 11% 8% 6% 7% C 3% 5% 5% 3% 11% 16% 32% AB
  25. 25.  30% 27% 18% 11% 9% 5% Communication method has innovated the most over the last five years Base: All respondents (1,016) q46 -- Which of the following communications methods has innovated the most over the last five years? (D) (E) 31% 28% 23% 30% D 18% 19% 12% 10% 10% 8% 6% 5% 18 to 24 25 to 34 35+ (A) (B) (C) 24% 28% 31% 15% 25% A 29% A 21% 16% 19% 23% C 14% C 8% 7% 11% 9% 9% 6% 5%
  26. 26.   64% 17% 5% 5% 5% 3% 1% * Chatbots was a new level in 2017. Base: All respondents (1,016) q37 -- When it comes to receiving offers from marketers, how do you prefer to be contacted by brands? (D) (E) 62% 66% 18% 16% 6% 4% 5% 5% 4% 5% 3% 3% 2% E 0% 18 to 24 25 to 34 35+ (A) (B) (C) 46% 62% A 68% A 11% 16% 18% 12% BC 5% 4% 11% BC 4% 4% 13% C 6% 3% 3% 6% C 2% 3% 1% 1% i h i i Significantly higher than 2016 Significantly lower than 2016i h
  27. 27.  60% 14% 11% 7% 5% 2% If you could change one thing about the emails you get from brands what would it be? Base: All respondents (1,016) q44 -- If you could change one thing about the emails you get from brands what would it be? (D) (E) 56% 65% D 16% 13% 13% 10% 8% 7% 6% 4% 2% 2% 18 to 24 25 to 34 35+ (A) (B) (C) 58% 57% 62% 15% 15% 14% 10% 12% 11% 9% 11% C 6% 7% 6% 4% 0% 0% 2% AB
  28. 28.  31% 28% 23% 18% When it comes to the marketing emails you receive from brands, what role does email typically play in your purchase process? (D) (E) 27% 35% D 29% 26% 25% 21% 19% 17% 18 to 24 25 to 34 35+ (A) (B) (C) 26% 31% 32% 24% 27% 28% 20% 24% 24% 30% BC 18% 16% Base: All respondents (1,016) q47 -- When it comes to the marketing emails you receive from brands, what role does email typically play in your purchase process?
  29. 29.  22% 18% 18% 17% 13% 6% 2% 4% Most annoying thing when reading email from a brand on a smartphone * Unattractive design was a new level in 2017. Base: All respondents (1,016) q33 -- What's the most annoying thing when reading email from a brand on your smartphone? (D) (E) 21% 24% 20% 17% 20% 16% 17% 17% 10% 15% D 5% 6% 4% E 1% 4% 4% 18 to 24 25 to 34 35+ (A) (B) (C) 21% 20% 23% 18% 21% 17% 16% 16% 19% 8% 9% 21% AB 17% 17% C 10% 12% C 10% C 4% 6% 4% C 1% 1% 1% 5% AB Significantly higher than 2016 Significantly lower than 2016i h h i i
  30. 30.  41% 33% 21% 21% 16% 15% 9% 5% 5% 1% 8% Most annoying thing when receiving an email offer from a marketer Base: All respondents (1,016) q34 -- 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% 43% 34% 31% 23% 20% 21% 22% 16% 15% 16% 14% 11% 8% 6% 5% 6% 5% 1% 1% 6% 9% D 18 to 24 25 to 34 35+ (A) (B) (C) 39% 43% 41% 33% 30% 34% 21% 21% 21% 22% 16% 23% B 16% 17% 15% 19% 17% 14% 10% 12% 9% 6% 8% 5% 9% 7% 5% 0% 1% 1% A 2% 7% A 9% A Significantly higher than 2016 Significantly lower than 2016i h h
  31. 31.   Base: All respondents (1,016) q50 -- What is your desired email frequency for brands you care about? 11% E 7% 34% E 25% 55% 68% D 11% E 7% 38% 38% 52% 55% 7% 5% 20% 16% 73% 79% D 7% 4% 26% 27% 67% 69% 17% C 15% C 6% 39% C 30% 28% 44% 55% 66% AB 19% C 13% C 6% 42% 40% 37% 39% 47% 57% AB 11% C 9% C 4% 29% C 23% C 15% 60% 67% 81% AB 13% C 9% C 3% 35% 25% 26% 52% 65% A 71% A
  32. 32.  38% 29% 26% 7% Most interested in receiving from brand Base: All respondents (1,016) q51 -- For the brands you care about, which of following are you most interested in getting from them? (D) (E) 39% 37% 27% 30% 27% 25% 7% 7% 18 to 24 25 to 34 35+ (A) (B) (C) 29% 33% 41% AB 38% C 30% 27% 26% 23% 27% 7% 13% C 5%
  33. 33.  How important is it that brands customize their communication with you as an individual? Base: All respondents (1,016) q52 -- On the following scale, how important is it that brands customize their communication with you as an individual? (D) (E) 11% 10% 11% 12% 34% 38% 29% 25% 15% 15% 18 to 24 25 to 34 35+ (A) (B) (C) 11% 8% 11% 12% 15% 10% 29% 35% 38% 33% 29% 26% 15% 13% 15%
  34. 34.   35% 23% 18% 14% 10% The most frustrating way brands lack personalization in your emails (D) (E) 37% 34% 24% 22% 16% 20% 15% 13% 9% 11% 18 to 24 25 to 34 35+ (A) (B) (C) 29% 29% 38% B 26% 25% 22% 18% 16% 19% 14% 16% 13% 12% 13% 9% Base: All respondents (1,016) q53 -- What of the following is the most frustrating way brands lack personalization in their emails?
  35. 35. 44% 46% 50% 49% 49% 20% 15% 25% B 22% 24% 13% 13% 10% 9% 12% 7% 12% C 5% 8% 6% 5% 6% 6% 8% E 4% 8% C 5% C 2% 3% 3% 2% 3% 2% 2% 2% 40% 31% 43% B 40% 41% 27% 39% A 37% A 34% 39% 11% 9% 10% 11% 9% 10% 8% 5% 6% 6% 3% 4% 2% 3% 1% 6% 5% C 2% 4% 2% 3% 4% C 1% 2% 2% Base: All respondents (1,016) q45 --
  36. 36. 21% 26% 29% 28% 27% 45% 43% 51% B 45% 52% D 13% 8% 9% 10% 9% 9% 5% 4% 5% 4% 6% 10% C 5% 7% 5% 2% 4% C 1% 2% E 1% 3% 4% 1% 2% 2% 15% 24% 20% 21% 21% 27% 20% 20% 17% 24% D 36% 33% 49% AB 44% 43% 14% 14% C 8% 11% 8% 1% 2% 1% 2% 1% 6% 4% 1% 3% 1% 1% 4% C 1% 2% 1% Base: All respondents (1,016) q45 --
  37. 37. 22% 24% 21% 21% 23% 32% 39% 47% AB 41% 47% D 28% 19% 20% 21% 20% 8% 5% 4% 6% E 3% 5% 8% 5% 7% 5% 3% 4% 2% 3% 2% 2% 2% 1% 2% 1% 22% 24% 26% 24% 26% 56% 52% 53% 48% 58% D 17% 14% 16% 19% E 13% 0% 5% A 2% A 4% E 1% 1% 2% 2% 3% E 1% 3% 2% 0% 1% 1% 0% 2% A 1% 1% 1% Base: All respondents (1,016) q45 --
  38. 38. 19% 21% 17% 17% 20% 62% 65% 78% AB 72% 76% 11% C 6% 3% 7% E 2% 3% 4% C 0% 2% 1% 2% 2% 0% 1% 1% 0% 1% 0% 0% 0% 2% 1% 1% 1% 1% Base: All respondents (1,016) q45 --

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