Email use France report 2017 [adobe]

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Email Use 2017 – France report
Ryan Dietzen | Marketing Insights & Operations (MIO)
Research conducted by:

What: An online survey with panel participants
Who: White-collar participants own a smart phone
When: Data collected from July 14 to July 24, 2017
Where: Results are shown for France only (n=1,012)
Trending: Slides that have the note below in the bottom right were tested against last waves data for significant
changes, the arrows denote a significant change. Slides that have this note but no arrows mean there were no
differences.
Statistical testing: Statistical differences are shown at the 95% confidence level.
Note: Data was weighted to match the proportion of technology industry workers from last wave.
As Internet panel sample was used for this study, the sample was not drawn from the population using probability sampling; thus, a margin of error is not reported (margin of error
accounts for sampling error). If the data had been collected using a probability sampling method, the margin of error would be +/- 3.1%, 19 times out of 20. Given this sampling
approach, the outcomes of the statistical tests reported reflect results as if performed on data collected using probability sampling.
Methodology
Adobe Marketing Insights & Operations (MIO)
h Significantly higher than 2016
i Significantly lower than 2016

• Most respondents check their work and personal email at least every few hours, which they feel is as often as they
should. That said, fewer respondents are checking their work and personal email than last year.
▬ 18 to 34 year olds are most likely to check their work emails while still in bed, while those 35 or older are most likely to
wait until they get to the office to check their work email.
▬ Nearly half of respondents do not check any email while on vacation, and two fifths never check their work email while
on vacation.
• Computers are the most common device for checking email, although smartphones are more common for those
aged 18 to 34.
• 74% of work emails and 60% of personal emails are opened. Of those, 77% of work emails and 60% of personal
emails are read.
• Most respondents expect their email use (both personal and work) to remain the same over the next two years.
• Respondents most likely feel indifference when checking their work email and excitement when checking their
personal email. Additionally, over half get to “inbox-zero” which nearly half feel is amazing.
Summary of Results
Email Usage

• Email, phone calls, and face-to-face conversations are the most used communication methods (to communicate with
colleagues).
▬ Face-to-face conversations are the most preferred method to communicate with colleagues, even more preferred than in
2016.
• Face-to-face conversations are also the most common primary communication tool used by companies.
• For quick questions for a colleague, respondents are split as to their preferred communication method: nearly equal
amounts are likely to use the phone, email, or a face-to-face conversation.
• For many different types of work discussions, email and face-to-face conversations are considered the most
appropriate communication methods.
▬ In general, face-to-face communication becomes more appropriate as the nature of the topic becomes more serious.
Summary of Results
Work Communication in General

• Spam filters and mobile viewing have improved respondent’s email experiences the most over the last few years.
• Instant messaging, followed by email are seen as the communication methods that have innovated the most over the
past five years.
• 61% of respondents would like to be contacted by brands through email. Their stated preference is for marketing emails
that are less about promotions, and more about providing information or having content better personalized to their
interests.
▬ That said, when it comes to the purchase process, marketing emails provide two-fifths of respondents (females in
particular) with an added incentive to purchase.
• One fifth of work and almost one third of personal email offers are interesting enough to open.
• There is no one aspect of reading brand emails on a smartphone that is the most annoying.
• The most annoying thing about receiving email offers is getting emailed too often. Indeed, few respondents mentioned
that they would like to receive daily emails from their bank, favorite retail brand, restaurant, or telecom provider.
• Regardless of age group or gender, customization of emails from brands is of medium to high importance.
▬ The most common frustrations related to personalization are recommendations that do not match respondent interests
and including offers that have already expired.
Summary of Results
Email Innovation and Marketing

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
Profile of Participants

Who Participated in the Survey
8%
25%
38%
27%
2%
18 to 24
25 to 34
35 to 49
50 to 64
65 or above
Age
§ Most French white collar respondents are between 25 to 64.
Yes
15%
No
85%
Work in technology industry*
57%
21%
18%
3%
Never, come to the
office everyday
A few days a month as
schedule permits
On a regular basis
All the time, I never go
to the office
Percentage of Time Working Remotely
Male
46%Female,
54%
Other
<1%
Gender
Base: All respondents (1,012)
s1 -- What is your gender? (not including those who said prefer not to answer base: 1,010)
s2 -- How old are you?;
s4 -- Do you work in the technology industry? *note data has been weighted to previous year’s proportions
s6 -- What percentage of your work time is spent working remotely (meaning outside the office)?
Significantly higher than 2016
Significantly lower than 2016i
h
h

Email Usage

Frequency of checking email
q1 -- While at work, how often do you typically check your personal email in a given day?
q2 -- Outside of normal work hours, how often do you check your work email in a given day?
(D) (E)
21% 29% D
43% E 35%
16% 13%
10% 13%
10% 11%
10% 17% D
45% 40%
17% 17%
16% 13%
11% 13%
14%
43%
17%
14%
12%
Frequency of checking personal email
while at work
Never
Every few
hours
Every hour
Multiple times
per hour
Constantly
18 to
24
25 to
34
35+
(A) (B) (C)
Checking
work email
outside of
work hours
Never 13% 25% A 27% A
Every few hours 46% 38% 37%
Every hour 20% C 20% C 11%
Multiple times per
hour
10% 8% 13% B
Constantly 11% 8% 11%
Checking
personal
email while
at work
Never 7% 10% 16% AB
Every few hours 40% 47% 41%
Every hour 23% 21% C 15%
Multiple times per
hour
17% 13% 14%
Constantly 13% 8% 14% B
§ Most respondents check their work and personal email at least every few hours.
§ That said, fewer respondents are checking their work email at all than in 2016, with females and
those 25+ years old being more likely to never check their email.
h
25%
38%
14%
12%
11%
Frequency of checking work email outside
of normal work hours
h
i

Frequency of checking email
§ Similar to 2016, most respondents feel they check their email as often as they should.
25%
73%
2%
I check way too often, and should really cut
down
I check my email as often as I should
I don't check my email enough, and should
really do a better job of staying on top of it
Frequency of email checking in general
q3 -- How would you characterize your frequency of email checking in general?
(D) (E)
26% 23%
72% 74%
2% 3%
18 to 24 25 to 34 35+
(A) (B) (C)
30% 32% C 21%
68% 66% 76% B
2% 2% 2%
h

Time spent checking email
42%
21%
17%
10%
11%
(D) (E)
47% E 37%
21% 21%
13% 20% D
9% 10%
10% 12%
58% E 50%
16% 19%
14% 11%
7% 7%
5% 12% D
54%
18%
13%
7%
9%
1 hour
or less
>1 hour
to 2 hours
>2 hours
to 4 hours
>4 hours
to 6 hours
More than
6 hours
18 to
24
25 to
34
35+
(A) (B) (C)
Work
Email
1 hour or less 45% 40% 42%
>1 hour to 2
hours
26% 22% 19%
>2 hours to 4
hours
13% 18% 17%
>4 hours to 6
hours
9% 11% 9%
More than 6
hours
8% 8% 12%
Personal
Email
1 hour or less 59% 54% 54%
>1 hour to 2
hours
20% 18% 17%
>2 hours to 4
hours
7% 16% A 12%
>4 hours to 6
hours
8% 5% 7%
More than 6
hours
6% 7% 10%
h
Mean number
of hours:
2.8
i
Mean
number of
hours:
2.3 i
i i
(45%)
(18%)
(14%)
(8%)
(14%)
(3.0)
(37%)
(21%)
(15%)
(10%)
(17%)
(3.5)
Red numbers = 2016
§ Respondents are spending less time checking emails in 2017 compared to 2016, with males
being the most likely to spend one hour or less.
h
q4a -- Please estimate the total number of hours and minutes per weekday you spend checking your work email
q4b -- Please estimate the total number of hours and minutes per weekday you spend checking your personal email
*Note only hours are shown, minutes are not included in this result.
Total number of hours per weekday you spend checking…
Personal emailWork email
h

Frequency of checking work email before work
§ One fifth of respondents (particularly those 18 to 34) check their email while still in bed, while a quarter (particularly those 35 or
older) do not check their email until they get into the office.
21%
38%
16%
25%
I check my email while still in bed
I check email as I'm getting ready, eating
breakfast or having coffee
I check my email as I'm about to leave the
house or on my commute into the office
I don't check email until I get into the office
Length of time before checking email after you wake up on a work day
q5 -- It's a workday, and you've just woken up. How long does it typically take you to check your work or personal email after you wake up?
(D) (E)
16% 25% D
38% 38%
19% E 13%
26% 24%
18 to 24 25 to 34 35+
(A) (B) (C)
40% C 29% C 16%
29% 43% A 37%
16% 14% 17%
16% 15% 30% AB
h

Checking emails in various situations
§ Over half of respondents will check their email while watching TV or while on vacation.
59%
52%
37%
31%
30%
23%
21%
15%
15%
7%
6%
6%
12%
While watching TV/movie
While on vacation
While in bed
While walking
While commuting to/from work
While on the phone
During a meal with others
While in the bathroom
While in a face-to-face conversation
While working out
While at a formal ceremony
While driving
None
Situations where email has been checked in the past month
q10 -- In the last month, during which situations have you checked your email? (Multi-response)
(D) (E)
51% 66% D
49% 54%
34% 41% D
32% 31%
32% 30%
24% 22%
21% 21%
12% 18% D
15% 15%
9% 6%
9% E 5%
7% 6%
14% 11%
18 to 24 25 to 34 35+
(A) (B) (C)
61% 66% C 56%
47% 52% 52%
56% C 50% C 31%
38% C 46% C 25%
28% 39% C 28%
25% 25% 21%
21% 26% C 19%
24% C 26% C 10%
13% 19% C 13%
4% 14% AC 5%
4% 11% AC 5%
8% 11% C 5%
11% 5% 15% Bh
h

Checking work email while on vacation
§ However, with regards to work emails, almost two fifths never check their email while on vacation.
39%
19%
24%
15%
3%
Never
Rarely
Occasionally
Frequently
Constantly
Frequency of checking work emails on vacation
q26 -- While on vacation, how often do you check your work email?
(D) (E)
34% 43% D
18% 19%
28% E 21%
16% 13%
4% 3%
18 to 24 25 to 34 35+
(A) (B) (C)
27% 35% 42% AB
25% 20% 17%
24% 29% 23%
17% 13% 15%
6% 4% 3%
h
i

Devices for checking emails
§ Computers are still the most widely used device to check email. However, smartphones are preferred by those 18 to 34 years
old.
85%
77%
26%
1%
0%
Desktop/Laptop
Smartphone
Tablet
Smartwatch
Other (e.g., car display)
Devices used to regularly check email
q7 -- On which of the following devices do you regularly check email? (Multi-response)
(D) (E)
86% 85%
77% 77%
27% 26%
1% 1%
0% 0%
18 to 24 25 to 34 35+
(A) (B) (C)
81% 83% 87%
87% C 89% C 71%
21% 26% 26%
2% 2% 1%
0% 1% 0%
i
h

73%
24%
3%
0%
0%
Primary device for checking emails
q7a -- What is your primary device type for checking work email?
q7b -- What is your primary device type for checking personal email?
(D) (E)
73% 73%
23% 24%
4% 2%
0% 0%
0% 0%
55% E 44%
40% 50% D
5% 6%
0% 0%
0% 0%
49%
45%
6%
0%
0%
Desktop/
Laptop
Smartphone
Tablet
Smartwatch
Other
18 to
24
25 to
34
35+
(A) (B) (C)
Work
Email
Desktop/
Laptop
67% 65% 77% B
Smartphone 29% 32% C 20%
Tablet 3% 3% 3%
Smartwatch 0% 0% 0%
Other 0% 0% 0%
Personal
Email
Desktop/
Laptop
30% 34% 57% AB
Smartphone 68% C 61% C 36%
Tablet 2% 5% 6% A
Smartwatch 0% 0% 0%
Other 0% 0% 0%
§ While computers are the preferred device for checking both work and personal emails,
smartphones are preferred for checking personal emails by about two thirds of those 18 to 34.
Primary device type for checking…
h

Opening emails
11%
7%
11%
17%
16%
38%
(D) (E)
11% 11%
7% 7%
14% E 9%
19% E 14%
17% 15%
33% 42% D
17% 16%
17% 13%
22% 20%
17% 21%
10% 11%
16% 19%
16%
15%
21%
19%
11%
18%
0-20%
21-40%
41-60%
61-80%
81-99%
100%
18 to
24
25 to
34
35+
(A) (B) (C)
Work
Email
0-20% 16% 12% 10%
21-40% 4% 7% 8%
41-60% 19% C 14% 10%
61-80% 15% 15% 17%
81-99% 7% 12% 18% AB
100% 39% 40% 37%
Personal
Email
0-20% 15% 12% 18% B
21-40% 13% 19% 14%
41-60% 28% 22% 20%
61-80% 19% 19% 20%
81-99% 9% 10% 11%
100% 16% 19% 18%
§ Work emails are more likely than personal emails to be opened, with over one third of
respondents (and in particular females) saying they open 100% of their work emails.
Mean %
of emails opened:
74%
Mean %
of emails
opened:
60%
Total number of received emails opened
q39a -- What percentage of emails received do you open?

Reading emails
10%
5%
11%
18%
17%
38%
(D) (E)
9% 11%
5% 4%
14% E 9%
22% E 15%
15% 20% D
35% 41%
17% 15%
14% 13%
25% 23%
18% 20%
9% 11%
17% 17%
16%
14%
24%
19%
10%
17%
0-20%
21-40%
41-60%
61-80%
81-99%
100%
18 to
24
25 to
34
35+
(A) (B) (C)
Work
Email
0-20% 16% 9% 10%
21-40% 4% 5% 5%
41-60% 19% C 16% C 9%
61-80% 14% 18% 19%
81-99% 15% 15% 18%
100% 32% 37% 40%
Personal
Email
0-20% 19% 15% 16%
21-40% 16% 19% C 12%
41-60% 33% 26% 23%
61-80% 14% 19% 20%
81-99% 7% 9% 11%
100% 11% 13% 19% AB
Mean %
of emails read:
77%
Mean %
of emails
read:
60%
Total number of received opened emails read
q39b -- Of those emails you open, what percentage do you actually read?
§ Opened work emails are also more likely than opened personal emails to be read.
§ Again, over one third of respondents read 100% of the work emails that they open.

Emotion when checking email
42%
26%
15%
13%
3%
(D) (E)
46% E 39%
23% 29% D
12% 18% D
16% 12%
4% 3%
39% 37%
12% 14%
4% E 2%
42% 45%
3% 3%
38%
13%
3%
44%
3%
Indifference
Accomplished
Anxiety
Excitement
Dread or guilt
18 to
24
25 to
34
35+
(A) (B) (C)
Work email
Indifference 42% 40% 43%
Accomplished 25% 19% 29% B
Anxiety 13% 17% 14%
Excitement 15% 19% C 11%
Dread or guilt 4% 4% 3%
Personal
email
Indifference 37% 39% 38%
Accomplished 7% 8% 15% AB
Anxiety 3% 2% 3%
Excitement 48% 47% 42%
Dread or guilt 5% 4% 2%
§ Indifference is the most common feeling when checking either work email, particularly for males.
§ Excitement is the most common feeling when checking personal email, although nearly as many
people feel indifference.
Emotion when checking…
q38 -- Which emotion do you most often feel when you check your?

NET Increasing
26%
21%
Future use of email
q9a -- Looking ahead at the next two years, which best describes how you see your use of work email changing?
q9b -- Looking ahead at the next two years, which best describes how you see your use of personal email changing?
(D) (E)
19% 16%
59% 56%
22% 29% D
12% 12%
66% 68%
22% 20%
18 to
24
25 to
34
35+
(A) (B) (C)
Work
Email
NET Decreasing 27% C 17% 16%
Staying the
same
38% 54% A 61% A
NET Increasing 35% C 28% 23%
Personal
Email
NET Decreasing 14% 16% C 10%
Staying the
same
67% 60% 70% B
NET Increasing 20% 24% 20%
§ Most respondents expect their work and personal email use to remain the same over the next two years. The proportion of
respondents who say their personal email use is increasing has dropped since 2016.
7%
3%
10%
9%
57%
67%
18%
17%
8%
4%
Work email
Personal email
Decreasing substantially Decreasing a little
Staying the same Increasing a little
Increasing substantially
ii
h

45%
28%
21%
14%
Amazing
Relieving
Impossible
It's borderline OCD
Reactions to the idea of “inbox-zero”
18 to
24
25 to
34
35+
(A) (B) (C)
Getting to ‘index-zero’: 53% 56% 50%
Reactions to
the idea of
‘index-zero’
Amazing 50% 45% 44%
Relieving 30% 30% 26%
Impossible 16% 17% 23% B
It's borderline
OCD
13% 17% 13%
No, 48%
Yes,
52%
Getting to “inbox-zero”
Reaction to “inbox-zero”
§ Just over half of respondents are able to get to “inbox-zero”.
§ Over two fifths (and nearly half of females) feel that reaching “inbox-zero” is amazing. The next most common emotion
relieving.
(D) (E)
54% 51%
41% 48% D
31% E 25%
20% 22%
15% 13%
q48 -- Getting to “inbox zero” is defined as acting on every email as it comes in to move it out of your inbox immediately (delete, respond, or
delegate). Is that something you currently do?
q49 -- What is your reaction to the idea of “inbox zero”'

Work Communication in General

Current communication preference
§ Email is the most commonly used method for communicating with colleagues, followed by phone and face-to-face
conversations.
77%
70%
62%
29%
16%
16%
9%
1%
Email
Phone
Face-to-face conversations/in-person meetings
Instant messaging
File sharing service
Video conferencing or video chat
Enterprise social network
Other
Communication methods with colleagues at work used regularly
q40 -- Today, which of the following communication methods do you use regularly to interact with colleagues at work? (multi)
(D) (E)
75% 78%
70% 71%
59% 64%
31% 26%
17% 15%
18% 14%
11% E 7%
1% 1%
18 to 24 25 to 34 35+
(A) (B) (C)
67% 76% 78%
63% 68% 72%
63% 61% 62%
38% C 40% C 23%
16% 19% 15%
14% 19% 15%
11% 11% 8%
0% 1% 1% A

Current communication preference
§ The preference for face-to-face conversations with colleagues has increased over the past year as the preferred communication
method at work.
41%
27%
18%
7%
2%
2%
2%
1%
Email
Phone
Instant messaging
Other
Preferred method of communication with work colleagues
q17 -- Today, how do you prefer to communicate with your work colleagues?
(D) (E)
40% 42%
26% 28%
19% 18%
7% 8%
3% E 1%
2% 2%
3% E 1%
1% 1%
18 to 24 25 to 34 35+
(A) (B) (C)
40% 39% 42%
18% 29% A 27% A
17% 13% 20% B
12% C 12% C 5%
7% 2% 2%
4% 3% 1%
3% 2% 1%
0% 0% 1% AB
h
i
h

Company’s primary communication tools
§ Although face-to-face conversations may be preferred, almost half of respondents mentioned that email is their company’s
primary communication tool, while only one fifth mentioned face-to-face conversations.
46%
22%
20%
5%
4%
3%
1%
Email
Phone
Instant messaging
Other
Your company’s primary communication tool
q41 -- What is your company's primary communication tool?
(D) (E)
46% 46%
20% 23%
20% 19%
5% 6%
5% 3%
4% 2%
0% 1%
18 to 24 25 to 34 35+
(A) (B) (C)
33% 43% 49% A
30% 22% 21%
18% 16% 21%
6% 9% C 4%
8% 6% 3%
6% 4% 2%
0% 0% 1% A

Communication tool for a quick question
§ For quick questions for a colleague, respondents are quite split on which communication method they would use: nearly equal
amounts would use phone, email, or a face-to-face conversation.
39%
24%
24%
8%
3%
2%
0%
Phone
Email
Instant messaging
Other
Communication method likely to use
q42 -- Which of the following communication methods are you most likely to use to communicate with a work colleague about a quick question?
(D) (E)
38% 40%
25% 24%
23% 24%
9% 8%
3% 2%
1% 2%
1% 0%
18 to 24 25 to 34 35+
(A) (B) (C)
27% 35% 42% A
25% 26% 24%
31% 23% 23%
9% 11% 7%
1% 3% 3%
7% BC 1% 1%
0% 0% 0%

Most appropriate communication method for different interactions
§ For nearly all discussions shown below, email and face-to-face conversations are considered the most appropriate
communication methods.
§ In general, face-to-face communication becomes more appropriate as the nature of the topic becomes more serious.
q45 -- Which of the following would you consider the most appropriate communication method for:
48%
46%
36%
30%
30%
28%
20%
23%
25%
38%
38%
37%
20%
61%
8%
10%
10%
19%
23%
34%
10%
9%
6%
5%
5%
4%
11%
3%
4%
4%
6% 5%
6%
Delivering feedback
A status update on a project
Suggesting a new approach or
idea
Asking for help on a big project
Alerting your boss of an
important issue
A brief question
Quitting your job
Most appropriate communication method for…
Email Face-to-face conversations/in-person meetings
Phone Instant messaging
Video conferencing or video chat Enterprise social network
*Age and gender splits are shown in the appendix

Email Innovation and Marketing

Email improvements
§ Those 25 or older feel that stronger spam filters has improved their email experience the most, while those 18 to 24 feel that
improved mobile viewing has most improved their email experience.
24%
17%
13%
12%
8%
3%
23%
Stronger spam filters
Improved mobile viewing
Filtering
Better email design
Smart auto-replies
Voice assistants responding to emails for me
None
Which of the following has most improved your email experience
in the last few years?
q43 -- Which of the following has most improved your email experience in the last few years?
(D) (E)
24% 23%
18% 16%
15% E 11%
11% 13%
7% 10%
4% 3%
21% 24%
18 to 24 25 to 34 35+
(A) (B) (C)
15% 21% 26% A
27% C 19% 15%
17% 19% C 10%
17% 10% 12%
7% 9% 8%
6% 5% C 2%
11% 18% 26% AB

Most innovative communication method
§ Instant messaging followed by email are seen as the communication methods that have innovated the most over the past five
years.
26%
23%
19%
16%
8%
8%
Instant messaging
Email
Phone
Communication method has innovated the most
over the last five years
q46 -- Which of the following communications methods has innovated the most over the last five years?
(D) (E)
24% 27%
22% 24%
20% 19%
17% 15%
8% 9%
10% 7%
18 to 24 25 to 34 35+
(A) (B) (C)
29% 32% C 23%
12% 20% 25% A
14% 20% 20%
16% 11% 18% B
17% BC 9% 7%
12% 9% 7%

Brand contact
§ Just over three-fifths of respondents (and those 35 or older in particular) would prefer to be contacted by brands via email.
§ Fewer would prefer to be contacted by brands all other contact methods, with chatbots being the least preferred.
61%
14%
10%
5%
4%
4%
2%
Email
Direct mail
Text message/SMS
The brand's mobile app
Phone call
Social media channels
Chatbots*
Preferred method of contact by brands
* Chatbots was a new level in 2017.
q37 -- When it comes to receiving offers from marketers, how do you prefer to be contacted by brands?
(D) (E)
59% 62%
16% 13%
9% 11%
6% 5%
5% 4%
4% 4%
2% 1%
18 to 24 25 to 34 35+
(A) (B) (C)
45% 56% 64% AB
14% 13% 15%
14% 9% 9%
7% 8% C 4%
9% 7% C 3%
8% 5% 3%
3% 3% 1%
i
h

Changing marketing emails
§ Just over one third of respondents would prefer that marketing emails were either less about promotions and provided more
information or content that is better personalized to their interests.
34%
34%
11%
9%
8%
5%
Make them less about promotion and more about
providing me information
Content that's better personalized to my interests
Incorporate more content from actual
product/service users
Ability to make a purchase without leaving an
email
More engaging content like embedded videos and
images
Other
If you could change one thing about the emails you get from brands
what would it be?
q44 -- If you could change one thing about the emails you get from brands what would it be?
(D) (E)
34% 34%
32% 35%
13% 9%
8% 9%
9% 7%
5% 5%
18 to 24 25 to 34 35+
(A) (B) (C)
34% 31% 35%
32% 33% 34%
15% 10% 10%
8% 13% C 7%
8% 9% 8%
2% 3% 5%

Marketing emails and the purchase process
§ That said, when it comes to the purchase process, marketing emails from brands provide almost two-fifths of respondents
(females in particular) with an added incentive to purchase.
39%
24%
20%
16%
Giving me additional incentives to purchase
Making me aware of a brand I wasn't familiar with
Helping me select between products I'm
considering
Reminding me of a purchase I need to make
When it comes to the marketing emails you receive from brands, what
role does email typically play in your purchase process? (D) (E)
34% 43% D
25% 22%
20% 21%
20% E 13%
18 to 24 25 to 34 35+
(A) (B) (C)
37% 36% 41%
24% 26% 23%
18% 17% 22%
21% 21% C 14%
q47 -- When it comes to the marketing emails you receive from brands, what role does email typically play in your purchase process?

19%
30%
Work (Mean)
Personal (Mean)
% of email offers interested in enough to open
Interest in opening email offers
§ Similar to 2016, one fifth of work and almost one third of personal email offers were interesting enough to open.
q32_a – Work emails: Of the email offers you receive from brands each day, what percentage are you interested in enough to open?
q32_b – Personal emails: Of the email offers you receive from brands each day, what percentage are you interested in enough to open?
(D) (E)
20% 18%
29% 31%
18 to 24 25 to 34 35+
(A) (B) (C)
24% 20% 18%
37% C 32% 29%
h

Annoying things when reading email from a brand on a smartphone
§ Respondents are split when asked what the most annoying aspect of reading emails is on smartphones. The top mentions
include having to wait for images to load, too much text, not being optimized for mobile, having to scroll to much, the font
being too small, and unattractive design.
18%
17%
17%
15%
13%
12%
3%
3%
I have to wait for images to load, or download an
image to see it
Too much text
The layout is not optimized for mobile
I have to scroll too much to read the entire email
Font size is too small
Unattractive design*
Lack of video
Other
Most annoying thing when reading email from a brand on a smartphone
* Unattractive design was a new level in 2017.
q33 -- What's the most annoying thing when reading email from a brand on your smartphone?
(D) (E)
14% 21% D
18% 16%
17% 17%
14% 17%
15% 12%
14% 11%
4% 3%
5% 2%
18 to 24 25 to 34 35+
(A) (B) (C)
21% 23% C 16%
25% B 14% 17%
20% 19% 16%
11% 13% 17%
4% 10% A 16% AB
10% 14% 12%
6% 5% 2%
2% 2% 4%
i
h
i

Most annoying thing when receiving an email offer from a marketer
§ As in 2016, one half of respondents (and more than half of females) find being emailed too often by a marketer as the most
annoying when receiving email offers.
51%
35%
23%
16%
16%
12%
12%
8%
6%
2%
3%
Getting emailed too often by a brand
Emails that are too wordy/poorly written
An email urging me to buy a product or service I've already purchased
Poor design
An offer that makes it clear that the marketers data about me is wrong
Too much personalization, where it is creepy
Too little or no personalization
Emails without video or images
Emails that don't include a buy button to facilitate purchase
Other
None of the above make email annoying/intrusive
Most annoying thing when receiving an email offer from a marketer
h
q34 -- When you receive an email offer from a marketer, which of the following is most annoying? (Multi-response: select up to 3)
(D) (E)
46% 57% D
35% 36%
25% 22%
20% E 13%
16% 15%
12% 12%
12% 11%
9% 7%
7% E 4%
3% 1%
2% 4% D
18 to 24 25 to 34 35+
(A) (B) (C)
40% 48% 54% A
26% 32% 37% A
22% 20% 25%
27% C 17% 14%
19% 14% 16%
14% 17% C 10%
14% 13% 11%
15% C 9% 7%
8% 7% 5%
1% 2% 2%
4% 4% 3%
h
h
h

Frequency of brand emails
§ Few respondents mentioned that they would like to receive daily emails from their bank, favorite retail brand, telecom
provider, or restaurant.
q50 -- What is your desired email frequency for brands you care about?
10%
10%
6%
6%
33%
40%
24%
32%
57%
50%
70%
62%
Your bank
Favorite retail
brand
Your telecom
provider
Your favorite
restaurant
Daily Weekly Monthly
(D) (E)
12% 8%
36% E 30%
52% 62% D
9% 10%
39% 42%
52% 48%
9% E 5%
25% 24%
67% 72%
7% 5%
31% 34%
62% 61%
18 to 24
25 to
34
35+
(A) (B) (C)
Your bank
Daily 12% 11% 9%
Weekly 36% 36% 31%
Monthly 52% 53% 59%
Favorite retail
brand
Daily 15% 13% C 8%
Weekly 47% 39% 40%
Monthly 38% 48% 52% A
Your telecom
provider
Daily 8% 8% 6%
Weekly 31% 23% 23%
Monthly 61% 69% 71%
Your favorite
restaurant
Daily 10% 7% 5%
Weekly 43% C 38% C 29%
Monthly 47% 55% 66% AB

Interest in brand communication
§ Over half of respondents are most interested in receiving special offers and promotions from brands that they are interested in.
This is especially true for females.
55%
19%
17%
8%
Special offers and promotions
Account alerts
Tips and tricks to use /get the most out of the
products/services
How actual users are using the products/services
Most interested in receiving from brand
q51 -- For the brands you care about, which of following are you most interested in getting from them?
(D) (E)
51% 59% D
22% 18%
19% 16%
9% 7%
18 to 24 25 to 34 35+
(A) (B) (C)
50% 50% 58% B
25% 23% 18%
18% 16% 18%
7% 11% 7%

Importance of customized communication from brands
§ Customization of emails from brands is of medium to high importance, across all age groups and both genders.
13% 9% 36% 28% 14%
How important is it that brands customize their communication with
you as an individual?
Low importance 2 3 4 High importance
q52 -- On the following scale, how important is it that brands customize their communication with you as an individual?
(D) (E)
13% 13%
9% 9%
36% 37%
28% 27%
14% 14%
18 to 24 25 to 34 35+
(A) (B) (C)
Low importance 10% 6% 16% B
2 15% 10% 8%
3 33% 38% 36%
4 23% 32% 27%
High Importance 19% 14% 14%

Frustrating lack of personalization in emails
§ Just over one quarter of respondents feel that either recommending items that do not match their interests or including offers
that have already expired are the most frustrating ways that brands lack personalization in their emails.
29%
27%
17%
14%
13%
Recommending items that do not match your
interests
Including offers that have already expired
Misspelling your name
Sending an offer not appropriate to the season or
your location
Sending you promotions for things you've already
purchased
The most frustrating way brands lack
personalization in your emails (D) (E)
30% 29%
24% 29%
19% 15%
14% 15%
13% 13%
18 to 24 25 to 34 35+
(A) (B) (C)
30% 29% 30%
17% 25% 28% A
21% 15% 16%
17% 16% 14%
14% 15% 12%
q53 -- What of the following is the most frustrating way brands lack personalization in their emails?

Appendix

18 to 24 25 to 34 35+
(A) (B) (C) (D) (E)
Delivering feedback?
Email 29% 47% A 50% A 49% 47%
Face-to-face conversations/in-person
meetings 27% 19% 24% 21% 24%
Phone 10% 5% 9% B 8% 8%
Instant messaging 11% 11% 8% 9% 8%
Video conferencing or video chat 4% 2% 2% 2% 2%
Enterprise social network 13% C 9% C 4% 6% 6%
File sharing service 7% 6% 4% 4% 5%
A status update on a
project?
Email 36% 43% 48% A 44% 47%
meetings 24% 21% 27% B 25% 26%
Phone 11% 8% 10% 10% 10%
Instant messaging 10% 10% C 4% 8% E 4%
Enterprise social network 7% 4% 2% 3% 3%
File sharing service 5% 11% AC 5% 6% 7%
Appropriateness of emojis (continued)

18 to 24 25 to 34 35+
(A) (B) (C) (D) (E)
Suggesting a new
approach or idea?
Email 31% 35% 37% 37% 35%
meetings 40% 36% 39% 34% 42% D
Phone 7% 6% 12% B 11% 10%
Instant messaging 12% C 10% C 3% 7% E 4%
Asking for help on a
big project?
Email 15% 32% A 31% A 31% 29%
meetings 45% 33% 39% 34% 41% D
Phone 16% 18% 20% 19% 19%
Instant messaging 8% 7% C 4% 6% 4%
Video conferencing or video chat 4% 4% 3% 4% E 2%
Enterprise social network 7% C 3% 1% 2% 2%

18 to 24 25 to 34 35+
(A) (B) (C) (D) (E)
Alerting your boss of
an important issue?
Email 28% 31% 29% 29% 31%
meetings 32% 35% 39% 31% 43% D
Phone 21% 21% 24% 27% E 20%
Instant messaging 5% 4% 3% 5% E 2%
Enterprise social network 4% 3% C 1% 2% 1%
A brief question?
Email 27% 26% 29% 28% 29%
meetings 24% 18% 20% 18% 22%
Phone 25% 31% 37% A 35% 35%
Enterprise social network 7% 4% C 1% 3% 3%
File sharing service 3% 5% C 1% 3% 1%

18 to 24 25 to 34 35+
(A) (B) (C) (D) (E)
Quitting your job?
Email 24% 23% 19% 24% E 17%
meetings 57% 56% 63% 53% 68% D
Phone 7% 9% 11% 12% E 8%
Video conferencing or video chat 0% 3% A 1% A 2% 1%

Email use France report 2017 [adobe]

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Email use France report 2017 [adobe]