Consumer Inbox Trends: ISP Utilization and Behaviors

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  • Sponsored by The Relevancy Group

    Written by David Daniels and Nicholas Einstein Email Inbox Utilization, ISP Use, Email Inbox Provider, Individualization, Demographics

    About: Published on 2/1/19, we examine consumer email inbox providers and ISP usage. The research reviews email inbox usage by age and mandates advice for marketers to improve deliverability and engagement.

    Key Questions:
    • What drives consumers to switch inbox providers?
    • Which inbox providers are consumers utilizing?
    • What demographic patterns exist in ISP and email utilization?

    Key Findings:
    Over one quarter (27 percent) of consumers have switched their personal email address or created a new one in the past year, this up from 23 percent in 2016. Gmail remains the dominant inbox provider followed by Yahoo and Microsoft properties. There is a massive demographic shift in Gmail users that signals that their dominance will continue for years to come. Marketers have to adapt their mailing strategies to drive engagement and thus improve deliverability.

    The Research: 6 pages, 4 Graphics 1,394 words. Part of our Research Subscriber Series, Subscribe and Save | TRGRAI0619

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