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  • E-Mail für Dich (2018)

E-Mail für Dich

Insights zur privaten Kommunikation im DACH-Raum

Rund 90 % der Internetnutzer in der DACH-Region versenden und empfangen private E-Mails (Deutschland: 87 %, Österreich: 90 %, Schweiz: 91 %)*. Doch welche weiteren Kanäle nutzen E-Mailer in der DACH-Region zur privaten Kommunikation? Welche Ansprüche stellen E-Mailer an die Kommunikation im Internet und welche Rolle nehmen die Kanäle E-Mail, Instant Messenger und Soziale Netzwerke in der privaten Kommunikation ein? Hierzu wurden 3.000 E-Mail-Nutzer in Deutschland, Österreich und der Schweiz vom Institut MindTake Research befragt.

Die wichtigsten Erkenntnisse auf einen Blick:

  • 90 Prozent der E-Mailer nutzen auch Instant Messenger zur privaten Kommunikation: 75,1 % sogar alle drei Dienste, sprich E-Mail, Instant Messenger und Soziale Netzwerke.
  • Sicherheit und Vertrauenswürdigkeit sind die wichtigsten Kriterien für private Kommunikation im Internet: 89,6 % sind Sicherheit & Vertrauenswürdigkeit (sehr) wichtig, gefolgt von Zuverlässigkeit & Usability, die 81,5 % (sehr) wichtig ist.
  • Die E-Mail ist unverzichtbar: 28,6 % können auf keinen Fall auf die E-Mail verzichten. Den zweiten Platz belegt der Instant Messenger, auf den 20,8 % nicht verzichten wollen. Die E-Mail ist Basis für viele Dinge des täglichen Lebens: 82,1 % nutzen bspw. ihre E-Mail-Adresse für Online-Shops.
  • Die E-Mail ist ein Multiplikator: 44,3 % teilen E-Mails mit Dritten, bspw. mit Freunden/Bekannten oder Familienmitgliedern.
  • User haben unterschiedliche Erwartungen an einen E-Mail-Anbieter: Diese lassen sich gemäß der vorliegenden Studie in vier Typen mit unterschiedlichen Erwartungen kategorisieren, bspw. in Personen, die hohen Wert auf Usability legen.

Das zeichnet die E-Mailer in Österreich aus:

      • Das Smartphone ist stärkster Screen zum Lesen von E-Mails.
      • In Österreich wird Online-Banking und Suchmaschine als unverzichtbarer bewertet als Instant Messaging.
      • Im Ländervergleich stellen österreichische E-Mailer die höchsten Ansprüche bei der privaten Kommunikation im Internet.
      • In Österreich ist man im Ländervergleich gewissenhafter beim Verfassen von E-Mails (z.B. Achten auf Rechtschreibung oder Tippfehler).
      • Die private E-Mail-Adresse wird vgl. stark zur Registrierung/zum Einloggen für Öffentliche Einrichtungen genutzt.

        *) Deutschland: AGOF digital facts 2017-09; 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“; Österreich: ÖWA Plus 2017-I, Basis: Internetnutzer – Gesamt, private E-Mails versenden und empfangen: Häufig ODER Gelegentlich; Schweiz: IAB DACH Studie 2016, Basis: Onliner: CH = 955, Frage: Welche der folgenden Internetaktivitäten üben Sie zumindest ab und zu aus? Tätigkeiten: E-Mails senden und empfangen

        Hier finden Sie die ausführliche Studie.

         Download

        Hier finden Sie die Ländersteckbriefe.

         Download
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