Adobe Consumer Email Survey Report 2017

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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 the United States

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Adobe Consumer Email Survey Report 2017

  1. 1. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Email Use 2017 – US report Ryan Dietzen | Marketing Insights & Operations (MIO) Research conducted by:
  2. 2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What: An online survey with panel participants Who: White-collar participants own a smart phone When: Data collected from July 10 to July 17, 2017 Where: Results are shown for US only (n=1,007) Trending: Slides that have the note below in the bottom right were tested against last waves data for significant changes, the arrows denote a significant change. Slides that have this note but no arrows mean there were no differences. Statistical testing: Statistical differences are shown at the 95% confidence level. Note: Data was weighted to match the proportion of technology industry workers from last wave. 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)  Significantly higher than 2016  Significantly lower than 2016
  3. 3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. • Most respondents check their work and personal email at least every few hours, which they feel is as often as they should. That said, fewer respondents are checking their work and personal email than last year. ▬ Fewer respondents are checking their email while still in bed (with younger respondents most likely to do so), while more are waiting until they get to the office (particularly older individuals). ▬ Fewer respondents are checking emails while on vacation, while on the phone, while walking, while working out, and while at formal ceremonies. • Smartphones continue to be the most commonly used device for checking emails, although computers are the preferred device for checking work email. In addition, the rate of checking emails on tablets has gone down since 2016. • 82% of work emails and 60% of personal emails are opened. Of those, 83% of work emails and 64% of personal emails are read. • Most respondents expect their email use (both personal and work) to remain the same over the next two years. • Respondents most likely feel indifference when checking their work or personal email. Additionally, half get to “inbox-zero” which is most likely to make them feel relieved. Summary of Results Adobe Marketing Insights & Operations (MIO) Email Usage
  4. 4. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. • Email, face-to-face conversations, and phone calls are the most used communication methods (to communicate with colleagues). ▬ Respondents mentioned that both email and face-to-face conversations are preferred, however over half mentioned that email is their company’s primary communication tool. • Although still second to email, preference for face-to-face conversations with colleagues has increased over the past year. • For quick questions for a colleague, respondents are split as to their preferred communication method: nearly equal amounts are likely to use email, phone, or a face-to-face conversation. • For many different types of work discussions, email and face-to-face conversations are considered the most appropriate communication methods. ▬ In general, face-to-face communication 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. • Spam filters and mobile viewing have improved respondent’s email experiences the most over the last few years. • Instant messaging, followed by email and video conferencing, are seen as the communication methods that have innovated the most over the past five years. • 61% of respondents would like to be contacted by brands through email. However, their stated preference is for marketing emails that are less about promotions, and more about providing information. ▬ That said, when it comes to the purchase process, marketing emails provide two-fifths of respondents (females in particular) with an added incentive to purchase. • Just over a quarter of work and personal email offers are interesting enough to open. • When reading emails from brands on a smartphone, respondents would like emails to be better optimized for mobile, not have to wait for images to load, minimize the need to scroll, and use appropriate fonts. • The most annoying thing about receiving email offers is getting emailed too often. Indeed, few respondents mentioned that they would like to receive daily emails from their bank, favorite retail brand, restaurant, or telecom provider. • Regardless of age group or gender, customization of emails from brands is of medium to high importance. ▬ The most common frustration related to personalization is recommendations that do not match respondent interests. Summary of Results Adobe Marketing Insights & Operations (MIO) Email Innovation and Marketing
  6. 6. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Profile of Participants Adobe Marketing Insights & Operations (MIO)
  7. 7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Who Participated in the Survey Adobe Marketing Insights & Operations (MIO) 11% 19% 31% 26% 13% 18 to 24 25 to 34 35 to 49 50 to 64 65 or above Age  Most US white collar respondents are between 25 to 64. Yes 22% No 78% Work in technology industry* 42% 28% 22% 8% 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 49% Female 51% Gender   Base: All respondents (1,007) s1 -- What is your gender? (not including those who said prefer not to answer base: 1,006) 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 2016 
  8. 8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 Email Usage Adobe Marketing Insights & Operations (MIO)
  9. 9. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Frequency of checking email Adobe Marketing Insights & Operations (MIO) 20% 44% 11% 14% 11% Frequency of checking work email outside of normal work hours Base: All respondents (1,007) 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) 14% 25% D 46% 42% 14% E 8% 16% 13% 10% 12% 7% 13% D 51% 51% 18% E 12% 13% 13% 11% 10% 10% 51% 15% 13% 11% 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 20% 17% 21% Every few hours 49% 38% 45% Every hour 14% 13% 10% Multiple times per hour 10% 19% A 14% Constantly 8% 14% 11% Checking personal email while at work Never 16% B 6% 11% B Every few hours 46% 46% 53% Every hour 21% 19% C 13% Multiple times per hour 11% 15% 13% Constantly 6% 14% A 10%  Most respondents check their work and personal email at least every few hours.  That said, fewer respondents are checking their email at all than in 2016, with females being more likely than males to never check their email.   Significantly higher than 2016 Significantly lower than 2016   
  10. 10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Frequency of checking email Adobe Marketing Insights & Operations (MIO)  Similar to 2016, most respondents feel they check their email as often as they should, while women are more likely to say they don’t check their email enough. 22% 73% 5% 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 (1,007) q3 -- How would you characterize your frequency of email checking in general? (D) (E) 24% 20% 72% 73% 3% 7% D 18 to 24 25 to 34 35+ (A) (B) (C) 34% C 27% C 19% 62% 65% 76% AB 4% 8% 5% Significantly higher than 2016 Significantly lower than 2016 
  11. 11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Time spent checking email Adobe Marketing Insights & Operations (MIO) 40% 19% 14% 12% 15% (D) (E) 45% E 34% 19% 19% 15% 14% 9% 15% D 12% 18% D 63% E 50% 14% 20% D 10% 12% 7% 9% 6% 9% 57% 17% 11% 8% 8% 1 hour or less >1 hour to 2 hours >2 hours to 4 hours >4 hours to 6 hours More than 6 hours 18 to 24 25 to 34 35+ (A) (B) (C) Work Email 1 hour or less 41% 31% 42% B >1 hour to 2 hours 19% 18% 19% >2 hours to 4 hours 14% 17% 13% >4 hours to 6 hours 8% 15% A 12% More than 6 hours 17% 19% 14% Personal Email 1 hour or less 50% 46% 61% AB >1 hour to 2 hours 19% 18% 16% >2 hours to 4 hours 9% 14% 10% >4 hours to 6 hours 13% 11% 7% More than 6 hours 9% 12% C 6%    Mean number of hours: 3.3  Mean number of hours: 2.1     Total number of hours per weekday you spend checking… Work email Personal email (41%) (16%) (18%) (9%) (16%) (3.3) (30%) (18%) (18%) (13%) (21%) (4.1) Red numbers = 2016  Respondents are spending less time checking emails in 2017 compared to 2016, with males and those 35 or older being the most likely to spend one hour or less. This may be driven by a number of characteristics mentioned in subsequent slides. Significantly higher than 2016 Significantly lower than 2016  Base: All respondents (1,007) 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.
  12. 12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Frequency of checking work email before work Adobe Marketing Insights & Operations (MIO)  Part of the reason that respondents are checking their email less is that fewer are checking their email while still in bed (with younger respondents be most likely to check while in bed), and more (particularly older individuals) waiting until they get to the office to check email. 26% 37% 11% 26% 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 email after you wake up on a work day Base: All respondents (1,007) 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) 24% 28% 41% E 34% 13% 9% 22% 29% D 18 to 24 25 to 34 35+ (A) (B) (C) 51% C 43% C 18% 29% 35% 39% A 5% 10% 12% A 14% 13% 31% AB   Significantly higher than 2016 Significantly lower than 2016 
  13. 13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Checking emails in various situations Adobe Marketing Insights & Operations (MIO)  Another reason time spent checking emails has decreased is fewer respondents checking emails while on vacation, while on the phone, while walking, while working out, and while at formal ceremonies. 69% 54% 46% 43% 38% 34% 32% 32% 18% 16% 14% 6% 8% While watching TV/movie While in bed While on vacation While in the bathroom While on the phone While walking During a meal with others While commuting to/from work While in a face-to-face conversation While working out While driving While at a formal ceremony None Situations where email has been checked in the past month Base: All respondents (1,007) q10 -- In the last month, during which situations have you checked your email? (Multi-response) (D) (E) 63% 75% D 46% 62% D 47% 45% 42% 45% 35% 41% 35% 32% 34% 31% 29% 34% 15% 20% D 17% 14% 15% 14% 6% 7% 10% 7% 18 to 24 25 to 34 35+ (A) (B) (C) 61% 75% A 69% 65% C 76% AC 47% 34% 48% A 47% A 58% C 53% C 39% 50% C 43% 35% 46% C 46% C 28% 29% 43% AC 30% 34% 47% AC 27% 17% 25% C 15% 28% C 23% C 12% 14% 23% AC 12% 11% 8% 5% 0% 2% 12% AB       Significantly higher than 2016 Significantly lower than 2016 
  14. 14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Checking work email while on vacation Adobe Marketing Insights & Operations (MIO)  Additionally, nearly one-quarter of all respondents (and over one-quarter of females) continue to say they never check their work emails while on vacation. 23% 24% 32% 17% 4% Never Rarely Occasionally Frequently Constantly Frequency of checking work emails on vacation Base: All respondents (1,007) q26 -- While on vacation, how often do you check your work email? (D) (E) 17% 28% D 24% 25% 34% 29% 20% E 14% 5% 3% 18 to 24 25 to 34 35+ (A) (B) (C) 20% 20% 24% 23% 26% 24% 39% B 27% 32% 12% 19% 17% 6% 8% C 3% Significantly higher than 2016 Significantly lower than 2016 
  15. 15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Devices for checking emails Adobe Marketing Insights & Operations (MIO)  Smartphones continue to be the most commonly used device for checking emails, especially for younger individuals (less than 35 years old) and females.  Compared to last year, fewer respondents are checking emails on tablets. 81% 74% 21% 2% 0% Smartphone Desktop/Laptop Tablet Smartwatch Other (e.g., car display) Devices used to regularly check email Base: All respondents (1,007) q7 -- On which of the following devices do you regularly check email? (Multi-response) (D) (E) 78% 84% D 77% E 71% 20% 23% 3% 2% 0% 0% 18 to 24 25 to 34 35+ (A) (B) (C) 86% C 92% C 77% 67% 67% 77% AB 14% 20% 23% A 3% 4% 2% 1% 0% 0%  Significantly higher than 2016 Significantly lower than 2016 
  16. 16. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 62% 35% 4% 0% 0% Primary device for checking emails Adobe Marketing Insights & Operations (MIO) Base: All respondents (1,007) q7a -- What is your primary device type for checking work email? q7b -- What is your primary device type for checking personal email? (D) (E) 63% 60% 33% 35% 3% 4% 0% 0% 0% 0% 40% E 30% 55% 62% D 5% 8% 0% 0% 0% 0% 35% 59% 6% 0% 0% Desktop/ Laptop Smartphone Tablet Smartwatch Other 18 to 24 25 to 34 35+ (A) (B) (C) Work Email Desktop/ Laptop 50% 51% 66% AB Smartphone 48% C 47% C 29% Tablet 2% 2% 5% B Smartwatch 0% 0% 0% Other 0% 0% 0% Personal Email Desktop/ Laptop 27% 23% 40% AB Smartphone 71% C 75% C 53% Tablet 3% 2% 8% AB Smartwatch 0% 0% 0% Other 0% 0% 0%  More respondents checked their emails on computers in 2017, with older (35 years old or older) being most likely to check on a computer.  Fewer respondents than in 2016 reported preferring to use a smartphone to check work emails.   Primary device type for checking… Significantly higher than 2016 Significantly lower than 2016   Personal emailWork email
  17. 17. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Opening emails Adobe Marketing Insights & Operations (MIO) 6% 3% 11% 13% 21% 46% (D) (E) 8% 5% 4% 2% 14% E 8% 16% E 9% 19% 23% 39% 53% D 13% 14% 15% 12% 26% 24% 22% 21% 12% 13% 13% 15% 14% 14% 25% 21% 12% 14% 0-20% 21-40% 41-60% 61-80% 81-99% 100% 18 to 24 25 to 34 35+ (A) (B) (C) Work Email 0-20% 8% 7% 6% 21-40% 4% 4% 3% 41-60% 22% C 16% C 8% 61-80% 8% 14% 13% 81-99% 17% 17% 23% 100% 40% 43% 48% Personal Email 0-20% 17% 17% 12% 21-40% 15% 18% 12% 41-60% 33% C 30% 23% 61-80% 21% 17% 23% B 81-99% 7% 7% 14% AB 100% 7% 11% 16% A  Work emails are more likely than personal emails to be opened, with nearly half of respondents (and over half of females) saying they open 100% of their work emails. Mean % of emails opened: 82% Mean % of emails opened: 60% Total number of received emails opened Significantly higher than 2016 Significantly lower than 2016 Base: All respondents (1,007) q39a -- What percentage of emails received do you open? Personal emailWork email
  18. 18. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Reading emails Adobe Marketing Insights & Operations (MIO) 5% 3% 10% 15% 18% 49% (D) (E) 7% E 4% 5% E 1% 12% 8% 15% 14% 16% 20% 46% 53% D 12% 13% 11% 10% 22% 24% 23% 18% 11% 12% 21% 22% 13% 11% 23% 20% 12% 22% 0-20% 21-40% 41-60% 61-80% 81-99% 100% 18 to 24 25 to 34 35+ (A) (B) (C) Work Email 0-20% 8% 5% 5% 21-40% 7% 5% 2% 41-60% 20% C 13% 8% 61-80% 13% 18% 14% 81-99% 10% 16% 20% A 100% 42% 44% 52% B Personal Email 0-20% 16% 17% C 11% 21-40% 14% 13% 10% 41-60% 36% C 28% C 20% 61-80% 14% 17% 22% A 81-99% 8% 10% 13% 100% 12% 16% 24% AB Mean % of emails read: 83% Mean % of emails read: 64%  Total number of received opened emails read Significantly higher than 2016 Significantly lower than 2016 Base: All respondents (1,007) q39b -- Of those emails you open, what percentage do you actually read? Personal emailWork email  Opened work emails are also more likely than opened personal emails to be read.  Nearly half of respondents (and over half of females and those 35 years old or older) read 100% of the work emails that they open.
  19. 19. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Emotion when checking email Adobe Marketing Insights & Operations (MIO) 45% 21% 14% 13% 7% (D) (E) 44% 46% 19% 23% 14% 13% 15% 11% 8% 7% 46% 50% 15% 11% 5% 3% 31% 33% 3% 3% 48% 13% 4% 32% 3% Indifference Accomplished Anxiety Excitement Dread or guilt 18 to 24 25 to 34 35+ (A) (B) (C) Work email Indifference 36% 39% 48% AB Accomplished 12% 17% 23% A Anxiety 15% 18% C 12% Excitement 29% BC 16% 10% Dread or guilt 8% 10% 7% Personal email Indifference 37% 41% 52% AB Accomplished 9% 8% 15% AB Anxiety 16% BC 5% 2% Excitement 33% 43% C 29% Dread or guilt 4% 3% 2%  Nearly half of respondents (particularly those 35 years old or older) feel indifference when checking either work or personal email.  Excitement to check work email is highest among those 18 to 24 years old. Emotion when checking… Base: All respondents (1,007) q38 -- Which emotion do you most often feel when you check your? Personal emailWork email
  20. 20. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. NET Increasing 28% 23% Future use of email Adobe Marketing Insights & Operations (MIO) Base: All respondents (1,007) 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) 16% 14% 57% 58% 27% 29% 13% 12% 62% 68% D 25% E 20% 18 to 24 25 to 34 35+ (A) (B) (C) Work Email NET Decreasing 19% 18% 13% Staying the same 40% 47% 63% AB NET Increasing 41% C 36% C 24% Personal Email NET Decreasing 23% BC 12% 11% Staying the same 47% 60% A 69% AB NET Increasing 30% C 28% C 20%  Most respondents expect their work and personal email use to remain the same over the next two years, especially among older respondents (35 years old or older). The proportion of respondents who say their personal email use is increasing has dropped since 2016. 7% 3% 8% 10% 57% 65% 20% 18% 8% 5% Work email Personal email Decreasing substantially Decreasing a little Staying the same Increasing a little Increasing substantially       Significantly higher than 2016 Significantly lower than 2016 
  21. 21. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41% 27% 26% 26% Relieving Amazing Impossible 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’: 66% C 56% C 46% Reactions to the idea of ‘index-zero’ Relieving 48% 42% 39% Amazing 36% C 36% C 23% Impossible 16% 24% 29% A It's borderline OCD 19% 26% 27% No, 50% Yes, 50% Getting to “inbox-zero” Reaction to “inbox-zero” Adobe Marketing Insights & Operations (MIO)  Half of respondents (primarily those 18 to 34 years old) get to “inbox-zero”.  Two-fifths feel that reaching “inbox-zero” is relieving. The next most common emotion among those 18 to 34 is amazement, while the next most common emotion among those 35+ is that it’s impossible. (D) (E) 52% 49% 40% 42% 25% 29% 25% 28% 27% 25% Base: All respondents (1,007) 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”'
  22. 22. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 Work Communication in General Adobe Marketing Insights & Operations (MIO)
  23. 23. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Current communication preference Adobe Marketing Insights & Operations (MIO)  Email is the most commonly used method for communicating with colleagues, and is increasingly more likely to be used by older age groups. 80% 69% 68% 37% 18% 17% 6% 2% Email Face-to-face conversations/in-person meetings Phone 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 (1,007) q40 -- Today, which of the following communication methods do you use regularly to interact with colleagues at work? (multi) (D) (E) 80% 79% 68% 70% 72% E 65% 35% 40% 20% 16% 16% 17% 6% 6% 1% 3% 18 to 24 25 to 34 35+ (A) (B) (C) 64% 76% A 83% AB 62% 65% 71% 58% 66% 70% A 38% 44% C 36% 18% 25% C 16% 21% 18% 16% 13% C 9% C 4% 2% 0% 2% B
  24. 24. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Current communication preference Adobe Marketing Insights & Operations (MIO)  Although still second to email, preference for face-to-face conversations with colleagues has increased over the past year as the preferred communication method with a colleague. 36% 34% 14% 10% 3% 1% 1% 1% Email Face-to-face conversations/in-person meetings Phone Instant messaging Video conferencing or video chat Enterprise social network File sharing service Other Preferred method of communication with work colleagues Base: All respondents (1,007) q17 -- Today, how do you prefer to communicate with your work colleagues? (D) (E) 34% 38% 34% 34% 17% E 12% 7% 12% D 4% 2% 2% 1% 1% 1% 1% 1% 18 to 24 25 to 34 35+ (A) (B) (C) 24% 32% 39% A 30% 29% 36% 21% C 17% 12% 13% 15% C 8% 2% 3% 3% 6% C 2% 0% 3% 1% 1% 1% 0% 1% B   Significantly higher than 2016 Significantly lower than 2016 
  25. 25. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Company’s primary communication tools Adobe Marketing Insights & Operations (MIO)  Over half of respondents mentioned that email is their company’s primary communication tool. This was most common among those aged 25 or older. 52% 20% 13% 9% 4% 2% 0% Email Face-to-face conversations/in-person meetings Phone Instant messaging Video conferencing or video chat Enterprise social network Other Your company’s primary communication tool Base: All respondents (1,007) q41 -- What is your company's primary communication tool? (D) (E) 50% 54% 19% 21% 16% E 10% 8% 10% 4% 3% 2% 2% 0% 0% 18 to 24 25 to 34 35+ (A) (B) (C) 38% 53% A 54% A 23% B 13% 22% B 14% 14% 12% 14% C 12% 7% 8% C 5% 2% 2% 3% 2% 0% 0% 0%
  26. 26. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Communication tool for a quick question Adobe Marketing Insights & Operations (MIO)  For quick questions for a colleague, respondents are quite split on which communication method they would use: nearly equal mounts would use email, phone, or a face-to-face conversation.  However, email is the most preferred among those 25 or older. 29% 25% 25% 16% 3% 2% 1% Email Phone 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 (1,007) 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) 29% 28% 28% 22% 24% 25% 15% 18% 2% 2% 1% 3% 1% 1% 18 to 24 25 to 34 35+ (A) (B) (C) 19% 31% A 29% A 25% 17% 27% B 27% 26% 24% 15% 19% 16% 7% C 6% C 1% 4% 1% 2% 2% 0% 1% B
  27. 27. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Most appropriate communication method for different interactions Adobe Marketing Insights & Operations (MIO)  For nearly all discussions shown below, email and face-to-face conversations are considered the most appropriate communication methods.  In general, face-to-face communication becomes more appropriate as the nature of the topic becomes more serious. Base: All respondents (1,007) q45 -- Which of the following would you consider the most appropriate communication method for: 60% 52% 39% 35% 32% 25% 11% 16% 30% 42% 15% 40% 44% 76% 9% 8% 8% 25% 18% 21% 7% 8% 5% 4% 19% 5% 6% 3% 4% A status update on a project Delivering feedback Suggesting a new approach or idea A brief question 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
  28. 28. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 Email Innovation and Marketing Adobe Marketing Insights & Operations (MIO)
  29. 29. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Email improvements Adobe Marketing Insights & Operations (MIO)  Those 35 or older feel that stronger spam filters has improved their email experience the most.  Those 18 to 34 feel that improved mobile viewing has improved their email experience the most. 23% 20% 13% 12% 6% 4% 22% Stronger spam filters Improved mobile viewing Filtering 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 (1,007) q43 -- Which of the following has most improved your email experience in the last few years? (D) (E) 23% 24% 20% 21% 13% 13% 13% 11% 6% 5% 5% 3% 22% 23% 18 to 24 25 to 34 35+ (A) (B) (C) 16% 19% 25% AB 39% BC 24% C 17% 18% 17% 11% 14% 12% 11% 5% 10% C 5% 5% 7% 3% 3% 12% A 28% AB
  30. 30. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Most innovative communication method Adobe Marketing Insights & Operations (MIO)  Instant messaging is seen as the communication method that has innovated the most over the past five years, particularly for those 18 to 24, and 35+. 28% 21% 21% 15% 11% 4% Instant messaging Email Video conferencing or video chat File sharing service Phone Enterprise social network Communication method has innovated the most over the last five years Base: All respondents (1,007) q46 -- Which of the following communications methods has innovated the most over the last five years? (D) (E) 28% 27% 21% 21% 20% 22% 14% 17% 13% E 8% 3% 4% 18 to 24 25 to 34 35+ (A) (B) (C) 35% B 20% 29% B 18% 26% 21% 13% 23% A 22% A 14% 12% 17% 20% C 12% 9% 1% 7% AC 3% A
  31. 31. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Brand contact Adobe Marketing Insights & Operations (MIO)  Up from last year, just over three-fifths of respondents (those 25 or older in particular) would prefer to be contacted by brands via email.  Fewer would prefer to be contacted by brands all other contact methods, with chatbots being the least preferred. 61% 18% 6% 5% 5% 4% 1% Email Direct mail The brand's mobile app Social media channels Text message/SMS Phone call Chatbots* Preferred method of contact by brands * Chatbots was a new level in 2017. Base: All respondents (1,004) q37 -- When it comes to receiving offers from marketers, how do you prefer to be contacted by brands? (D) (E) 60% 62% 18% 18% 7% 6% 4% 5% 4% 5% 5% 3% 2% 1% 18 to 24 25 to 34 35+ (A) (B) (C) 44% 61% A 63% A 15% 11% 20% B 9% 6% 6% 14% BC 2% 4% 4% 9% AC 4% 10% C 8% C 2% 4% 2% 1%       Significantly higher than 2016 Significantly lower than 2016 
  32. 32. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Changing marketing emails Adobe Marketing Insights & Operations (MIO)  Respondents would prefer that marketing emails were less about promotions and provided more information. This is especially true for those 35 years old or older. 40% 27% 12% 9% 8% 4% Make them less about promotion and more about providing me information Content that's better personalized to my interests Ability to make a purchase without leaving an email More engaging content like embedded videos and images Incorporate more content from actual product/service users Other If you could change one thing about the emails you get from brands what would it be? Base: All respondents (1,007) q44 -- If you could change one thing about the emails you get from brands what would it be? (D) (E) 39% 42% 26% 28% 12% 12% 11% E 7% 9% 7% 3% 5% 18 to 24 25 to 34 35+ (A) (B) (C) 36% 32% 43% B 27% 32% 26% 12% 14% 12% 12% 14% C 7% 12% 6% 7% 1% 2% 5% AB
  33. 33. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing emails and the purchase process Adobe Marketing Insights & Operations (MIO)  That said, when it comes to the purchase process, marketing emails from brands provide two-fifths of respondents (females in particular) with an added incentive to purchase. 42% 26% 17% 15% Giving me additional incentives to purchase Making me aware of a brand I wasn't familiar with Helping me select between products I'm considering Reminding me of a purchase I need to make When it comes to the marketing emails you receive from brands, what role does email typically play in your purchase process? (D) (E) 35% 49% D 31% E 21% 17% 17% 17% E 12% 18 to 24 25 to 34 35+ (A) (B) (C) 32% 42% 44% A 35% B 22% 26% 17% 15% 18% 16% 21% C 13% Base: All respondents (1,007) q47 -- When it comes to the marketing emails you receive from brands, what role does email typically play in your purchase process?
  34. 34. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26% 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, more email offers to both work and personal email accounts were interesting enough to open. Base: All respondents (1,007) q32_a – Work emails: Of the email offers you receive from brands each day, what percentage are you interested in enough to open? q32_b – Personal emails: Of the email offers you receive from brands each day, what percentage are you interested in enough to open? (D) (E) 25% 26% 28% 33% D 18 to 24 25 to 34 35+ (A) (B) (C) 32% C 28% 24% 38% C 35% C 28%  Significantly higher than 2016 Significantly lower than 2016 
  35. 35. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Annoying things when reading email from a brand on a smartphone Adobe Marketing Insights & Operations (MIO)  Respondents are split when asked what the most annoying aspect of reading emails is on smartphones: roughly a fifth mentioning one of not being optimized for mobile, having to wait for images to load, having to scroll to much, or the font being too small as the most annoying. 21% 20% 19% 17% 14% 4% 2% 4% Not optimized for mobile Have to wait for images to load Have to scroll too much Font size is too small Too much text Unattractive design* Lack of video Other Most annoying thing when reading email from a brand on a smartphone * Unattractive design was a new level in 2017. Base: All respondents (1,007) q33 -- What's the most annoying thing when reading email from a brand on your smartphone? (D) (E) 19% 23% 15% 25% D 19% 19% 19% 16% 16% E 11% 5% E 2% 2% 1% 5% 3% 18 to 24 25 to 34 35+ (A) (B) (C) 22% 26% 20% 24% 22% 19% 19% 12% 20% B 13% 11% 20% B 14% 15% 13% 5% 7% C 3% 3% 5% C 1% 0% 2% A 5% AB  Significantly higher than 2016 Significantly lower than 2016 
  36. 36. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Most annoying thing when receiving an email offer from a marketer Adobe Marketing Insights & Operations (MIO)  As in 2016, one half of respondents (and more than half of females) find being emailed too often by a marketer as the most annoying when receiving email offers. 50% 27% 24% 20% 14% 13% 10% 6% 5% 1% 3% Getting emailed too often by a brand Emails that are too wordy/poorly written An offer that makes it clear that the marketers data about me is wrong An email urging me to buy a product or service I've already purchased Poor design Too much personalization, where it is creepy 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 (1,007) 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) 46% 53% D 26% 27% 24% 24% 21% 20% 17% E 11% 12% 15% 12% 8% 7% 5% 5% 4% 1% 1% 4% 3% 18 to 24 25 to 34 35+ (A) (B) (C) 44% 53% 50% 22% 21% 29% B 32% B 20% 24% 26% 20% 20% 15% 18% 13% 17% 13% 13% 10% 13% 9% 12% C 9% C 4% 7% 8% C 3% 0% 1% 1% A 1% 2% 4% A   Significantly higher than 2016 Significantly lower than 2016 
  37. 37. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Frequency of brand emails Adobe Marketing Insights & Operations (MIO)  Few respondents mentioned that they would like to receive daily emails from their bank, favorite retail brand, restaurant, or telecom provider.  Those who do prefer daily emails are more likely to be younger (18 to 34 years old), while those who prefer monthly emails are more likely to be 35 years old or older. Base: All respondents (1,007) q50 -- What is your desired email frequency for brands you care about? 17% 11% 10% 8% 38% 49% 46% 19% 45% 40% 44% 73% Your bank Favorite retail brand Your favorite restaurant Your telecom provider Daily Weekly Monthly (D) (E) 18% 17% 35% 41% D 48% 42% 13% 10% 43% 54% D 44% E 36% 12% E 8% 42% 49% D 46% 43% 11% E 5% 20% 18% 69% 77% D 18 to 24 25 to 34 35+ (A) (B) (C) Your bank Daily 38% BC 22% C 13% Weekly 38% 43% 37% Monthly 25% 35% 51% AB Favorite retail brand Daily 28% BC 18% C 7% Weekly 43% 52% 49% Monthly 29% 30% 44% AB Your favorite restaurant Daily 24% C 19% C 5% Weekly 40% 44% 47% Monthly 36% 36% 47% AB Your telecom provider Daily 24% BC 14% C 4% Weekly 29% C 21% 16% Monthly 46% 65% A 79% AB
  38. 38. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Interest in brand communication Adobe Marketing Insights & Operations (MIO)  Over three-fifths of respondents are most interested in receiving special offers and promotions, from brands that they are interested in. This is especially true for those 35 years old or older. 62% 22% 11% 5% Special offers and promotions Account alerts Tips and tricks to use /get the most out of the products/services How actual users are using the products/services Most interested in receiving from brand Base: All respondents (1,007) q51 -- For the brands you care about, which of following are you most interested in getting from them? (D) (E) 59% 65% 21% 23% 14% E 9% 6% 4% 18 to 24 25 to 34 35+ (A) (B) (C) 49% 54% 66% AB 28% 23% 21% 14% 12% 10% 9% C 11% C 3%
  39. 39. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Importance of customized communication from brands Adobe Marketing Insights & Operations (MIO)  Customization of emails from brands is of medium to high importance, across all age groups and both genders. 11% 11% 37% 26% 16% How important is it that brands customize their communication with you as an individual? Low importance 2 3 4 High importance Base: All respondents (1,007) q52 -- On the following scale, how important is it that brands customize their communication with you as an individual? (D) (E) 12% 10% 11% 10% 37% 37% 25% 27% 15% 16% 18 to 24 25 to 34 35+ (A) (B) (C) Low importance 10% 9% 11% 2 12% 10% 10% 3 38% 32% 38% 4 26% 30% 25% High Importance 13% 19% 15%
  40. 40. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Frustrating lack of personalization in emails Adobe Marketing Insights & Operations (MIO)  Over one-third of respondents say receiving recommendations that don’t match their interest is the most frustrating way emails lack personalization.  Almost a quarter (and more than a quarter of females) feel that including expired offers is the most frustrating lack of personalization in brand emails. 34% 24% 15% 14% 13% Recommending items that do not match your interests Including offers that have already expired Misspelling your name Sending an offer not appropriate to the season or your location Sending you promotions for things you've already purchased The most frustrating way brands lack personalization in your emails (D) (E) 34% 33% 21% 27% D 16% 15% 15% 13% 14% 11% 18 to 24 25 to 34 35+ (A) (B) (C) 24% 34% 35% A 25% 21% 25% 21% 14% 15% 18% 17% 13% 12% 15% 12% Base: All respondents (1,007) q53 -- What of the following is the most frustrating way brands lack personalization in their emails?
  41. 41. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41 Appendix Adobe Marketing Insights & Operations (MIO)
  42. 42. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 to 24 25 to 34 35+ (A) (B) (C) (D) (E) A status update on a project? Email 41% 55% A 64% AB 59% 60% Face-to-face conversations/in-person meetings 15% 12% 18% 17% 16% Phone 17% C 9% 8% 10% 8% Instant messaging 13% C 9% 6% 6% 9% Video conferencing or video chat 5% 5% 2% 4% E 2% Enterprise social network 5% 7% C 1% 3% 3% File sharing service 2% 3% 1% 2% 2% Delivering feedback? Email 39% 51% A 54% A 48% 56% D Face-to-face conversations/in-person meetings 27% 27% 32% 31% 30% Phone 14% C 9% 6% 10% E 5% Instant messaging 9% 4% 4% 5% 4% Video conferencing or video chat 2% 2% 2% 2% 1% Enterprise social network 5% C 4% C 1% 2% 2% File sharing service 4% 2% 1% 2% 2% Appropriateness of emojis (continued) Adobe Marketing Insights & Operations (MIO) Base: All respondents (1,007) q45 -- Which of the following would you consider the most appropriate communication method for:
  43. 43. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 to 24 25 to 34 35+ (A) (B) (C) (D) (E) Suggesting a new approach or idea? Email 28% 37% 41% A 37% 41% Face-to-face conversations/in-person meetings 40% 38% 43% 39% 45% Phone 10% 9% 7% 10% E 5% Instant messaging 6% 6% 3% 5% 3% Video conferencing or video chat 8% 6% 3% 4% 4% Enterprise social network 2% 3% 1% 2% E 1% File sharing service 5% 2% 1% 2% 1% A brief question? Email 26% 33% 37% A 35% 35% Face-to-face conversations/in-person meetings 16% 16% 15% 13% 18% D Phone 24% 24% 26% 28% E 23% Instant messaging 23% 22% 18% 18% 21% Video conferencing or video chat 3% 1% 1% 2% 1% Enterprise social network 4% 3% 1% 3% 1% File sharing service 4% 1% 1% 2% 1% Appropriateness of emojis (continued) Adobe Marketing Insights & Operations (MIO) Base: All respondents (1,007) q45 -- Which of the following would you consider the most appropriate communication method for:
  44. 44. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 to 24 25 to 34 35+ (A) (B) (C) (D) (E) Asking for help on a big project? Email 21% 32% A 33% A 32% 31% Face-to-face conversations/in-person meetings 39% 35% 42% 38% 42% Phone 15% 18% 18% 18% 17% Instant messaging 12% C 7% 4% 6% 5% Video conferencing or video chat 4% 3% 2% 3% E 1% Enterprise social network 6% C 3% 1% 1% 2% File sharing service 2% 2% 1% 2% 1% Alerting your boss of an important issue? Email 21% 30% 24% 27% 23% Face-to-face conversations/in-person meetings 39% 38% 46% B 40% 48% D Phone 18% 19% 23% 22% 21% Instant messaging 8% 5% 5% 5% 6% Video conferencing or video chat 4% 3% C 0% 2% 1% Enterprise social network 6% C 4% C 1% 3% 1% File sharing service 5% 1% 1% 2% 1% Appropriateness of emojis (continued) Adobe Marketing Insights & Operations (MIO) Base: All respondents (1,007) q45 -- Which of the following would you consider the most appropriate communication method for:
  45. 45. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 to 24 25 to 34 35+ (A) (B) (C) (D) (E) Quitting your job? Email 17% 11% 10% 13% E 9% Face-to-face conversations/in-person meetings 55% 69% A 81% AB 72% 80% D Phone 9% 10% 6% 8% 6% Instant messaging 5% 5% C 1% 3% 2% Video conferencing or video chat 4% 3% 1% 2% 1% Enterprise social network 5% C 1% 0% 1% 0% File sharing service 5% 1% 1% 2% 1% Appropriateness of emojis (continued) Adobe Marketing Insights & Operations (MIO) Base: All respondents (1,007) q45 -- Which of the following would you consider the most appropriate communication method for:
  46. 46. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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