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E-Mail für Dich 2.0

Insights zur privaten Kommunikation im DACH-Raum

Mit der „E-Mail für Dich 2.0“ führen wir unsere Forschungsreihe zur privaten Kommunikation im DACH-Raum fort. Wie bereits in unserer 1. Ausgabe, wurden in 2018 erneut 3.000 E-Mail-Nutzer in Deutschland, Österreich und der Schweiz vom Institut MindTake Research rund um ihre private Kommunikation im Internet und erstmals auch zum Thema Datentransparenz befragt. Wie verbreitet sind die Kommunikationskanäle Instant Messenger und soziale Netzwerke unter E-Mailern in 2018? Was sind 2018 die wichtigsten Kriterien für die private Kommunikation im Internet und welche Rolle spielt die E-Mail bei der Internetnutzung in 2018? Diese und weitere Fragen beantwortet die zweite Ausgabe der „E-Mail für Dich“ Studie.

Die wichtigsten Erkenntnisse auf einen Blick:

  • Die E-Mail Nutzung im DACH-Raum liegt bei 90 %* : Die E-Mailer nutzen im Durchschnitt auch 80 % Instant Messenger und soziale Netzwerke zur privaten Kommunikation. Im Vergleich zum Vorjahr werden alle Kommunikationsformen stärker genutzt.
  • Sicherheit und Vertrauenswürdigkeit sind auch in 2018 wichtigstes Kriterium für private Kommunikation im Internet:
    Die Wahrnehmung der Sicherheit und Vertrauenswürdigkeit ist bei allen Diensten gestiegen.
    Die E-Mail erfüllt als Kommunikationsdienst dieses Bedürfnis weiterhin am stärksten.
  • Die E-Mail ist Basis für viele Dinge des täglichen Lebens:
    83 % nutzen beispielsweise ihre E-Mail-Adresse zur Registrierung/Einloggen in Online-Shops.
    Im Jahresvergleich gewinnt die E-Mail zudem für ausgewählte Dienste/Anwendungen weiter an Relevanz.
  • Die E-Mail-Adresse gewinnt weiter an persönlicher Wichtigkeit:
    Meine E-Mail-Adresse ist mir wichtig, dies bestätigen in 2018 drei von vier Befragten. In 2017 waren es nur zwei von drei Befragten.
  • Transparenz über Daten ist für die E-Mailer im DACH-Raum von höchster Relevanz:
    Dabei wird ein schneller und einfacher Überblick über die gespeicherten und verarbeiteten Daten gewünscht.

Das zeichnet die E-Mailer in Österreich aus:

  • In Österreich gewinnt der Instant Messenger in 2018 an Bedeutung. 19,4 % der österreichischen E-Mailer geben an,
    nicht auf Instant Messenger verzichten zu können, in 2017 waren es noch 15,8 %.
  • Die private E-Mail-Adresse wird vergleichsweise stark zur Registrierung/zum Einloggen für Öffentliche Einrichtungen genutzt.
  • 85,2 % wünschen sich hier schnell und einfach einen Überblick zu bekommen. Besonders die österreichischen E-Mailer möchten den Überblick über die Datennutzung der Online-Dienste behalten.

Hier finden Sie die ausführliche Studie.

 Download

*) Quellen: AGOF daily digital facts 2018-09; United Internet Media; Basis: Onliner-WNK 14+ Jahre (Internetnutzer letzte 3 Monate); Zielgruppe: „Private E-Mails versenden und empfangen: Nutze dafür mind. gelegentlich das Internet“: Angaben in Prozent. AT: ÖWA Plus 2018-IV, Basis: Internetnutzer – Gesamt, private E-Mails versenden und empfangen: Häufig ODER Gelegentlich; CH: Uni Zürich; IPMZ; WIP-CH 2017, 1.013 Internetnutzer; 14 bis 84 Jahre

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