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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 der Schweiz aus:

          • Schweizer nutzen alle Kommunikationsformen stärker: Im Ländervergleich höchste Nutzung von Instant Messengern und Soziale Netzwerken.
          • Unterwegs E-Mails schreiben und lesen  ist in der Schweiz deutlich stärker ausgeprägt, hierbei wird das Smartphone überdurchschnittlich stark genutzt.
          • Wetterdienste und Online-Banking werden in der Schweiz wichtiger bewertet als in den anderen Ländern.
          • Jeder Zweite teilt seine empfangenen E-Mails. Im Ländervergleich ist das der höchste Wert.
          • Die private E-Mail-Adresse wird  hier vglw. stark zur Registrierung/zum Einloggen im  App-Store  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.

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          Hier finden Sie die Ländersteckbriefe.

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