Media Alert: Adobe Survey Reveals Americans’ Dependence on Email
October 03 2016 - 9:00AM
Business Wire
Adobe (Nasdaq:ADBE) today released findings from its second
annual email survey, focused on U.S. white collar workers’ habits
and behavior related to personal and work email. The report shows
that people constantly check their personal and work email, with
smartphones overtaking computers as the device consumers use most
regularly to check email. Time spent checking email increased 17
percent Year-over-Year (YoY) and people expect email will remain
the preferred way of communicating at work in five years. Email in
the workplace is becoming less formal and more brief, with
expectations of quick responses increasing. Nearly 70 percent check
email while watching TV and 45 percent while in the bathroom.
“This survey underpins that email is here to stay in our
personal lives and in the workplace. The next generation of workers
expect fast responses to email and brevity, mirroring interactions
in their personal lives and their shorter attention span,” said
Kristin Naragon, director of Email Solutions, Adobe Campaign.
“Marketers must adapt their approach to address email behaviors and
avoid adding to the noise of the inbox. This means fewer emails and
ensuring those sent are mobile-optimized, personalized and
contextual to offer the best possible digital experience.”
Additional survey findings from U.S. white collar respondents
include:
- “Always on” email culture in
business: Almost one-half of the people surveyed expect a
response to email within less than an hour at work. Expectations
are dramatically higher with older millennials (25-34): over
one-fourth expect email responses within a few minutes. On the
weekend, people send 19 work emails and read 29 emails on average.
79 percent admit to checking work email on vacation and nearly
one-fourth divulge that they frequently or constantly check email
on vacation. Smartphones are the primary device on which
millennials check email (90 percent for ages 18-24; 88 percent for
ages 25-34).
- Work email becomes less formal:
Nearly 70 percent of respondents say that texting has impacted
their work emails, making emails more concise (37 percent) and less
formal (20 percent). 42 percent have used an emoji in a work email.
The “thumbs up” emoji is most popular (31 percent) at work.
One-fourth say their use of emojis in the workplace is increasing.
Most respondents prefer email at work versus other communication
methods, most often citing its efficiency.
- Checking email during conversations
is acceptable: Less than 10 percent would be annoyed by someone
checking or responding to email during a face-to-face conversation
with a friend or family member. Pokémon Go players beware – playing
a game was cited by more than one-fourth of workers as the most
annoying thing someone could do during a conversation. In the
workplace, respondents cited the most annoying email behavior as
people who “reply all” when it’s unnecessary.
- People are so addicted to email that
they’re detoxing: 45 percent reported attempting a self-imposed
email detox, a break from checking email. People that work in
technology are most likely to report taking a detox (66 percent
versus 39 percent) and 82 percent reported sticking with their
planned detox, which lasted an average of 5.3 days. The majority
saw a positive impact from their email detox, with 37 percent
reporting they felt liberated and 34 percent feeling relaxed.
- Consumers prefer to receive
marketing offers via email: 50 percent prefer to be contacted
by brands via email, followed by direct mail at 22 percent and
social media at nine percent. Yet respondents find less than
one-quarter of email offers interesting enough to open. Consumers
report intolerance of waiting for images to load on a
smartphone.
Adobe Campaign enables marketers to automate, manage and execute
personalized campaigns across email, web, social, display and
mobile channels, as well as offline channels including direct mail
and point of sale. The Adobe Campaign team will host a TweetChat
with email marketing influencers on Wednesday, Oct. 5 at 4 p.m.
Eastern Standard Time. Join the discussion on Twitter at
#AdobeChat.
Methodology
Adobe surveyed more than 1,000 white collar workers in the U.S.
and more than 3,000 white collar workers in the U.K., France and
Germany about their use of personal and work email. The surveys
were conducted between July 28 and Aug. 16, 2016. All respondents
owned a smartphone.
Helpful Links
- Adobe Conversations blog post by
Kristin Naragon:
http://blogs.adobe.com/conversations/2016/10/email-still-the-alpha-channel.html
- CMO.com blog post:
http://www.cmo.com/adobe-digital-insights/articles/2016/9/30/adobe-email-survey-2016.html
- Blog post on European results for
Adobe’s email survey:
http://blogs.adobe.com/digitaleurope/cross-channel-marketing/adobe-email-survey-2016/
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2016 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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version on businesswire.com: http://www.businesswire.com/news/home/20161003005294/en/
AdobeMelissa Chanslor, 415-832-5489chanslor@adobe.comorStefan
Offermann, 408-536-4023sofferma@adobe.com
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