ADVANIS-2017年电子邮件使用报告（英文）-2017-46页-1mb

Email Use 2017 – US Report Summary

Core Content

This report provides insights into the email usage habits, communication preferences, and perceptions of email innovation and marketing among US white-collar professionals in the technology industry. The data was collected from July 10 to July 17, 2017, involving 1,007 participants, and the sample was weighted to reflect the proportion of technology industry workers from the previous wave of data.

Key Findings

Email Usage Habits

• Frequency: Most respondents check their work and personal email at least every few hours, but the number of respondents checking email has decreased compared to 2016.
• Time Spent: Respondents spend less time checking emails overall, with males and those aged 35 or older being the most likely to spend one hour or less.
• Checking While in Bed: Fewer respondents check email while in bed, with younger individuals (under 35) more likely to do so.
• Checking During Non-Work Times: Fewer respondents check emails while on vacation, on the phone, walking, working out, or at formal ceremonies.
• Device Preference: Smartphones remain the most commonly used device for checking emails, especially among younger individuals and females. However, the rate of checking emails on tablets has decreased since 2016.
• Work vs. Personal Email: Work emails are more likely to be opened and read than personal emails. About 82% of work emails and 60% of personal emails are opened, with 83% of work emails and 64% of personal emails being read.

Communication Preferences

• Most Used Methods: Email, face-to-face conversations, and phone calls are the most commonly used methods for communication with colleagues.
• Preference Trends: Face-to-face communication has increased in preference over the past year, especially among older respondents.
• Quick Questions: For quick questions, respondents are split between email, phone, and face-to-face conversations, with email being the most preferred among those aged 25 or older.
• Serious Discussions: Face-to-face communication is considered more appropriate for serious topics, while email is preferred for more casual interactions.

Email Innovation and Marketing

• Improvements: Spam filters and mobile viewing have significantly improved the email experience, with different age groups emphasizing different features.
• Brand Contact: Over 60% of respondents prefer to be contacted by brands via email, though they prefer marketing emails that provide information rather than promotions.
• Purchase Incentive: Marketing emails provide a significant incentive for purchase, especially among females.
• Email Offers: Only just over a quarter of work and personal email offers are interesting enough to open.
• Mobile Optimization: Respondents would like marketing emails to be better optimized for mobile, with faster load times, minimal scrolling, and appropriate fonts.
• Annoyance: The most common annoyance is receiving too many emails from brands, with few wanting daily emails from providers like banks or telecoms.
• Personalization: Customization of brand emails is of medium to high importance, but there is frustration with recommendations that don't match interests.

Participant Profile

• Age Distribution: Most US white-collar respondents are between 25 and 64 years old.
• Gender Distribution: The data includes gender splits, with females being more likely to never check email or feel they don't check it enough.
• Remote Work: The percentage of time spent working remotely varies, with those aged 35 or older more likely to work remotely.

Main Views

• Email remains a central part of work communication, but its frequency and time spent checking it have decreased compared to 2016.
• There is a clear shift in email checking habits, with more people waiting until they get to the office and fewer checking during non-work times.
• Smartphones are the dominant device for email checking, but there is a decline in tablet usage.
• Work emails are more frequently opened and read than personal emails, with a higher proportion of females opening and reading work emails.
• Face-to-face communication is preferred for serious discussions, while email is more suitable for casual ones.
• Brand emails are preferred, but there is a demand for better personalization and mobile optimization.
• The concept of "inbox-zero" is popular among younger respondents, who find it relieving, while older respondents often find it impossible to achieve.

Key Information

• Email Open Rate: 82% for work emails, 60% for personal emails.
• Email Read Rate: 83% for work emails, 64% for personal emails.
• Inbox-Zero: Half of the respondents achieve inbox-zero, with 48% finding it relieving and 29% finding it impossible.
• Preferred Communication Methods: Email is the most used and preferred method, with face-to-face and phone calls also being highly used.
• Brand Contact Preference: Email is the most preferred method, with chatbots being the least preferred.
• Innovation Perception: Instant messaging is seen as the most innovative communication method over the past five years, particularly by younger and older respondents.

Summary

The report highlights a shift in email usage patterns, with a decrease in frequency and time spent checking emails, particularly among males and older age groups. Smartphones remain the most popular device for email checking, while tablet usage has declined. Work emails are more frequently opened and read than personal emails, with a notable preference for email among those aged 25 or older. Face-to-face communication is increasingly preferred for serious discussions, while email is still the primary communication method in companies. Brand emails are favored, but there is a need for better personalization and mobile optimization. The concept of "inbox-zero" is popular among younger respondents, but many find it challenging to achieve.