91 Prozent der Verbraucher nutzen Email mindestens einmal täglich

Were he alive today, Mark Twain would probably have a soft spot for email because, much like the author himself, recent reports of email’s death have been greatly exaggerated. In fact, email is not only alive—it’s the number one direct channel in terms of daily use and consumer preference for both personal and marketing communications. Email is thriving thanks in large part to the channel’s familiarity, flexibility, and universality. A whole new generation of mobile smartphone and tablet users are also driving anywhere, anytime email usage. Indeed, when you dig into the data, any assertion that email is “dying” with consumers is laughable.

Evolving—yes.

Dying, absolutely not.

There is, however, one place where email channel preference has declined significantly. As the documents, consumers’ preference for email as a personal communications channel has dropped 21% since 2008 while their preference for text messaging and social media have grown 20% and 10%, respectively. Overall, email still tops both text and social as the preferred channel for personal communications—45% for email to text’s 36% and social’s 13%—but email’s decline points to the fact that personal communications are shifting toward text and social networks—especially for frequent, short-burst communications...