Like each year During the Ecommerce Paris trade show, the SNCD and a selection of its partners (this year NP6 for the B2C study and Reed Data, Combbase, Kompass and SOS Fichiers for B2B) published a complete study on the perception and attitude of the general public and professionals towards email.
Highlights of the B2C study
The B2C version of the SNCD's EMA study is already celebrating its 10th anniversary! In terms of methodology, this study was conducted on a representative sample of 2699 Internet users between April 22 and June 5, 2016.
Drive to store and Drive to web
The first finding of the study is that 52% of Internet users place email in the top 5 media that encourage them to visit a website and 33% to visit a store.
Email at any time of the day
It is an observation that we have already drawn from previous editions, but which obviously remains valid, email is consumed almost all the time, even in bed: "73 % consult their emails as soon as they wake up, 81 % at bedtime, 79 % in front of the television and 48 % during meals".
One out of two Internet users prefers to check their emails on their cell phone
A lot of indicators (external to the EMA study) show that email consultation on mobile has reached a ceiling (which is usually around 50%). In this study of the SNCD, we put back the cover with several figures showing that the multi-device is really topical!
"68 % of internet users use 3 or more media to connect to the internet. 48 % use both personal computer, smartphone and tablet. 80 % of those who use a personal computer to connect to the internet also use a smartphone."
Connected watches are not very popular as only 3% of the respondents have one, but 79% of them use their emails on it.
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94% of Internet users check their email at least once a day
In the same line, Internet users have an average of 2.3 and are 59% to visit their secondary box. The main mailbox is used for personal correspondence (93%), administration (74%) and purchases or private sales (72%). The volume of emails received continues to decrease, with 42% of respondents estimating they receive less than 10 emails per day.
Email is still as effective as ever for selling
Email remains a major lever for online sales. 87% of Internet users say they have already purchased after receiving a commercial email and 95% say they keep the email in their inbox if it seems interesting.
Feel free to find all the results of the B2C survey in the SNCD press release
Highlights of the B2B study
The B2B edition of the SNCD's EMA survey is celebrating its 5th year. It is based on a sample of 1154 professional respondents.
Slightly also of the received emails
The respondents of the study claim to receive an average of 43 emails (also slight), 10 of which would be advertising. If the computer is the most used terminal in the consultation of emails, the smartphone represents about 38% of consultations and the tablet (only) 12% of connections.
The sender still matters
Trust in the sender is the most important element to generate the opening of an email, followed by the knowledge of the sender and finally the quality of the subject. But if professionals appreciate receiving advertising emails (41% say they have already purchased following the reception of an email), 96% do not appreciate phone calls received following an advertising email.
Feel free to find all the results of the B2B survey in the SNCD press release
3 réponses
the B2B link redirects to the B2C survey, can this be corrected? I would like to read it.
thank you
Hello Thibaut,
I just corrected the link, thanks for the comment.
See you soon
Thank you for this very useful analysis. I think the e-mailing business has been evolving over the last few years and I think it's all based on the issue of trust.