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  • E-Mail Young Generation (2021)

E-Mail-Nutzung in der Young Generation

Die Rolle der E-Mail in den Generationen Z und Y im DACH-Raum

Welche Relevanz hat die E-Mail für die jungen Generationen in der digitalen Welt? Welche Nutzungsmotive haben die jungen Generationen bei der E-Mail? Und welche Rolle spielt die E-Mail für die junge Zielgruppe eigentlich innerhalb der Customer Journey?

Antworten auf diese und viele weitere Fragen gibt die Studie „E-Mail-Nutzung in der Young Generation“, die für United Internet Media von dem Markt- und Mediaforschungsinstitut [m]SCIENCE durchgeführt wurde. Im Rahmen der Studie kam ein qualitativer-quantitativer Methodenmix zum Einsatz: Zusätzlich zu den qualitativen Gruppendiskussionen und einer Online Community wurden pro Land je 1.000 Onliner im Rahmen einer Online-Umfrage befragt.

Die in der Studie gewonnenen Erkenntnisse zeigen die hohe Relevanz der E-Mail in den Generationen Z und Y auf und verdeutlichen, dass die E-Mail in der Customer Journey der jungen Generationen nicht wegzudenken ist. Für Werbetreibende lassen sich hieraus konkrete Empfehlungen für beispielsweise den E-Commerce ableiten.

KEY FACTS

  • Hohe Relevanz der E-Mail: Für die jungen Generationen ist sie unverzichtbar
    In allen drei Ländern nutzen über 90% der Befragten der Gen Z und Gen Y die E-Mail für die formelle und private Kommunikation.
    Mit über 70% Zustimmung sehen die Gen Z und Gen Y die E-Mail in allen Ländern als unverzichtbar an.
  • Das Beste aus beiden Welten: E-Mail zwischen Messenger und Briefpost 
    Die E-Mail stellt für Gen Z und Y ein wichtiges Bindeglied zwischen Messenger und Briefpost dar. Sie erfüllt dabei zahlreiche Bedürfnisse: vom seriösen Ablageort bis hin zur flexiblen Pinnwand.
  • Ohne E-Mail kein Online-Shopping: Hohe Nutzung der E-Mail in der Customer Journey
    Mehr als 95%, d.h. fast alle Befragten der Gen Z und Y in DACH-Raum, nutzen eine E-Mail-Adresse zur Anmeldung auf Shopping-Seiten.
  • Customer Journey: E-Mail-Portale sind zentrale Plattform
    Von der Produktrecherche bis zur möglichen Reklamation: Die E-Mail kommt entlang der gesamten Customer Journey zum Einsatz. Insbesondere vom Login bis zur Sendungsverfolgung nutzen fast alle jungen Online-Shopper die E-Mail, Rabattcodes in Newslettern werden von über 80% genutzt. Die Gen Z nutzt die E-Mail auch verstärkt für die Anmeldung bei „Wieder verfügbar“-Alarmen.

Weitere Informationen zur Methodik und die Ergebnisse im Einzelnen finden Sie in unserem PDF.

 

Hier finden Sie die ausführliche Studie.

 Download

Hier finden Sie die Key Insights.

 Download
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