Study Finds Most Respondents Spend More Than 20 Minutes With Permission E-mail
Fifty-nine percent of e-mail users spend more than 20 minutes a week with permission e-mail — e-mail that consumers have opted in to receive — and 27 percent spend an hour or more weekly.
These were key findings in a new study from database marketing agency Merkle. The study, View from the Inbox 2009, measures and tracks the attitudes and behaviors of U.S. e-mail users, with an emphasis on permission-based e-mail users.
Other highlights from the study include:
- permission-based e-mail accounts for 26 percent of time spent with e-mail, second only to its primary function of communicating with friends and family;
- 16 percent of mobile users’ permission-based e-mail is viewed on mobile devices — five points higher than last year;
- 84 percent of mobile users’ permission-based e-mail is viewed on PCs;
- 48 percent of respondents don’t use preview panes when viewing the majority of their permission e-mails.
- When it comes to image blocking, respondents are nearly split whether they see pictures by default: 48 percent see pictures automatically while 52 percent do not;
- 53 percent of all permission-based e-mail recipients have added at least one company to their address books; they do so for 25 percent of the companies sending them e-mail;
- of those respondents whose e-mail software has spam filters, 65 percent have noticed permission-based e-mails that have been filtered incorrectly, down four points since last year;
- the biggest reasons subscribers choose to opt out of permission-based e-mail continue to be lack of relevance (cited by 75 percent of respondents) followed closely by sending too frequently (73 percent); and
- subscribers who receive promotional permission-based e-mail estimate that they delete 55 percent without opening.
The study, which has been conducted by Merkle Interactive Services for past seven years, was fielded in August and September 2008 using Harris Interactive. It included 2,505 U.S. adults, age 18 and older, who check or send e-mail at least once a week.