Adobe-2017年消费者电子邮件调查报告（英文）-46页-1mb

Email Use 2017 – US Report Summary

Core Content Overview

This report presents findings from an online survey conducted between July 10 and July 17, 2017, involving 1,007 US white-collar participants who own a smartphone. The data is weighted to match the proportion of technology industry workers from the previous year. The report highlights trends in email usage, communication preferences, and perceptions of email innovation and marketing.

Main Points

Email Usage Trends

• Frequency: Most respondents check their work and personal email at least every few hours, but fewer are checking emails than in 2016.
• Time of Checking:
  • Fewer respondents check work and personal email while in bed, on vacation, on the phone, walking, working out, or at formal ceremonies.
  • Males and those aged 35+ are more likely to spend one hour or less on checking emails.
• Device Preference:
  • Smartphones remain the most commonly used device for checking emails, especially among younger individuals and females.
  • Computers are the preferred device for checking work emails.
  • The rate of checking emails on tablets has decreased compared to 2016.

Email Engagement

• Opening Emails:
  • 82% of work emails and 60% of personal emails are opened.
  • 83% of work emails and 64% of personal emails are read after being opened.
• Work Email Opening:
  • Nearly half of respondents (and over half of females and those 35 or older) open 100% of their work emails.
• Personal Email Opening:
  • Only 16% of personal emails are opened by those aged 18 to 24, and 24% by those aged 35+.

Emotional Response to Email

• Respondents generally feel indifference when checking emails.
• Excitement is most common among those aged 18 to 24.
• Relief is the most common reaction to reaching "inbox-zero", especially among those aged 18 to 34.
• Amazement and impossibility are also noted reactions, with "impossibility" more common among those aged 35+.

Future Outlook

• Most respondents expect their email use to remain the same over the next two years.
• The proportion of those expecting an increase in personal email use has dropped since 2016.

Work Communication Preferences

• Most Used Methods:
  • Email, face-to-face conversations, and phone calls are the most used methods for communicating with colleagues.
• Preferred Methods:
  • Email is still the most preferred method overall.
  • Face-to-face conversations are preferred by many, especially for more serious topics.
  • Over half of respondents consider email to be their company's primary communication tool, particularly among those aged 25 or older.
• Quick Questions:
  • Respondents are split between using email, phone, or face-to-face conversations for quick questions.
  • Email is the most preferred among those aged 25 or older.

Email Innovation and Marketing

• Improvements:
  • Spam filters and mobile viewing have improved the email experience the most.
  • Instant messaging is seen as the most innovative communication method over the past five years, particularly among those aged 18 to 24 and 35+.
• Marketing Emails:
  • 61% of respondents would like to be contacted by brands via email, with a preference for emails that provide information over promotions.
  • Marketing emails provide an added incentive for purchasing, especially among females.
• Brand Offers:
  • Just over a quarter of work and personal email offers are interesting enough to open.
  • Respondents want better mobile optimization, faster loading times, less scrolling, and appropriate fonts when reading brand emails on smartphones.
  • Customization of brand emails is of medium to high importance across all demographics.
  • Relevance is the main issue with personalization, as many respondents feel recommendations do not match their interests.

Participant Profile

• Most US white-collar participants are between 25 to 64 years old.
• Gender:
  • A significant portion of participants identified as male or female.
• Technology Industry:
  • A portion of the sample is weighted to reflect the proportion of technology industry workers.
• Remote Work:
  • A percentage of respondents spend time working remotely, with the data weighted to match previous proportions.

Key Takeaways

• Email remains a central tool for both work and personal communication.
• There is a decline in frequency of email checking compared to 2016.
• Smartphones dominate email checking, but computers are preferred for work-related emails.
• Email marketing is seen as valuable but needs to be more relevant and optimized for mobile.
• Face-to-face communication is increasingly preferred for serious topics.
• Inbox-zero is a common goal, with relief and amazement as the main reactions, though impossibility is more common among older respondents.