Understanding U.K. Online Consumer Attitudes and Behaviours

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  • Sponsored by Zeta Global

    Written by David Daniels with Nicholas Einstein Zeta Global, U.K. Consumer, Attitudes, Behaviours, Email Marketing

    About: Published in November 2017, Ninety-three percent of U.K. consumers check their email daily with most accessing it multiple times a day. The notion that millennials (ages 18-34) do not utilize email is patently false.

    Executive Summary: 
    Ninety-three percent of U.K. consumers check their email daily with most accessing it multiple times a day. The notion that millennials (ages 18-34) do not utilize email is patently false. Data proves that email is not dying or being replaced. Over one third (43 percent) of consumers said that their mobile phone is their primary device for checking email. While mobile triage has been a rising trend over the last few years, mobile phones are rapidly becoming the primary email lens for consumers. Consumers dislike messages that are not relevant and those that come too frequently. Overload and lack of relevancy top the reasons to ignore and opt-out of email marketing messages. Almost one third (32 percent) of consumers have switched their personal email address or created a new one in the past year. Consumers are increasingly creating an account dedicated solely for email marketing purposes. Research shows that loyalty matters, as the brand’s ‘from’ name is more important than the subject line.
    The Research: 13 pages, 14 graphics, 3334 words
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