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12.05.2021

DACH-Studie: Hohe Relevanz der E-Mail in den Generationen Z und Y

DACH-Studie: Hohe Relevanz der E-Mail in den Generationen Z und Y

Karlsruhe 12.05.2021. Die jungen Onliner erleben als Digital Natives eine immer stärker vernetzte Welt. Als zentrale Anwendung und tägliches Werkzeug kommt dabei die E-Mail zum Einsatz. Die eigene E-Mail-Adresse ist für die junge Generation unverzichtbar und wird bei über 90 Prozent der Befragten sowohl für die private als auch für die formelle Kommunikation verwendet. Das ist ein Kernergebnis der DACH-Studie "E-Mail-Nutzung in der Young Generation" von United Internet Media. Untersucht wurden die Relevanz des Mediums und Nutzungsmotive in den Generationen Z (16 bis 24 Jahre alt) und Y (25 bis 35 Jahre alt). Das Marktforschungsinstitut [m]SCIENCE führte in einer vorangehenden qualitativen Phase Online-Diskussionen in Deutschland, Österreich und in der Schweiz mit 70 Teilnehmern durch. Darauf folgte eine quantitative Analyse in Form einer Online-Befragung mit jeweils 1000 Onlinern aus allen drei Ländern.

E-Mail bietet zahlreiche Touchpoints in der digitalen Customer Journey
Die Studie belegt die zahlreichen Touchpoints des elektronischen Postfachs beim Online Shopping. Von der Produktrecherche bis zur Kommunikation nach dem Kauf wird die E-Mail stark genutzt: Über 95 Prozent der Online Shopper in allen drei Ländern nutzen das digitale Postfach beim Einkauf vom Login bis hin zur Sendungsverfolgung. Doch es bestehen auch länderspezifische Besonderheiten: Die Generation Z in Deutschland meldet sich im Vergleich häufiger zu Verfügbarkeitsalarmen an (73%), in Österreich verwenden beide Generationen die E-Mail zusätzlich für den Erhalt von Rabattcodes per Newsletter (Gen Z: 88%, Gen Y: 90%). Die Generation Y in der Schweiz setzt die digitale Post außerdem vermehrt zur Produktbewertung (87%) ein.

Top-Warengruppen, die online eingekauft werden, sind in Deutschland und Österreich in beiden Generationen Bekleidung, Hobby- und Freizeitartikel sowie Elektronik. In der Schweiz buchen Gen Z und Gen Y auch verstärkt Urlaube online. All das kostet: Das monatliche Shopping-Budget liegt bei über der Hälfte der befragten 16- bis 35-Jährigen in Deutschland und Österreich bei bis zu 200 Euro monatlich. In der Schweiz können mehr als zwei Drittel bis zu 300 Schweizer Franken ausgeben.

"Die Ergebnisse unterstreichen die enormen Potenziale der E-Mail für die Kundenansprache in allen Phasen des digitalen Handels. In allen drei Ländern gibt es beim Online Shopping Besonderheiten, auf die Marketer achten sollten, um die Touchpoints für ihre Marken und Produkte optimal auszunutzen. Als zentrale Plattform während der gesamten digitalen Customer Journey gehören E-Mail-Portale in jeden Mediaplan, um das Branding und den Vertrieb zu unterstützen", sagt Rasmus Giese, CEO von United Internet Media.

E-Mail als unverzichtbares Bindeglied zwischen Brief und Messenger
Sowohl in Deutschland als auch in Österreich und der Schweiz stellt die E-Mail für die jungen Generationen ein wichtiges Bindeglied zwischen der klassischen Briefpost und Messenger-Diensten dar. Das E-Mail-Postfach dient wie ein Briefpost-Ordner als seriöser Ablageort, aber beispielsweise auch als flexible Pinnwand, auf der wie bei einem Messenger-Dienst schnell und flexibel kommuniziert werden kann. Zudem funktioniert das digitale Postfach wie ein virtueller Safe, auf den Nutzer jederzeit und überall zugreifen können, beispielsweise für Reisedokumente und Online-Tickets.

Mit ihrer Funktionsvielfalt ist die E-Mail aus dem Alltag der Generationen Z und Y nicht mehr wegzudenken: Bei der Gen Z halten in Deutschland, Österreich und der Schweiz über 70 Prozent die E-Mail für unverzichtbar, für die Gen Y liegen die Werte insbesondere in Deutschland und Österreich noch höher, in der deutschen Gen Y ist die E-Mail für 83 Prozent unverzichtbar.

Bei der Bildschirmgröße zeigen sich deutliche Nutzungsmuster: Die digitalen Nachrichten werden tendenziell eher am Big Screen geschrieben, aber auf dem Small Screen gelesen. Eine Ausnahme bildet die Gen Y in Österreich; hier geben 74 Prozent an, die E-Mails auf dem Small Screen zu schreiben, das ist ein höherer Wert als auf dem Big Screen.

Die Studie gibt es als kostenlosen Download.

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