According to a 2016 consumer email tracker survey in the UK, younger consumers are driving new email habits. 58% of younger people have abandoned an email address or would consider doing so, compared to only 27% of older people, due to too many irrelevant emails. Nearly half (45%) of consumers have "ghost accounts" that are no longer actively used but remain active, and this number rises to 59% among younger people and millennials. The risk for marketers is losing both their medium and consumers if emails are not relevant and emotionally engaging.