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Zahl des Monats – 93 Prozent der kaufkräftigsten Zielgruppe nutzen das Internet primär zur E-Mail-Kommunikation

Studie
von UIM Pressestelle
| 17. Juli 2020
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© United Internet Media
Die Kommunikation per E-Mail steht bei 31,06 Millionen Personen zwischen 25 und 54 Jahren an erster Stelle - das entspricht einem Anteil von 93 Prozent in dieser Altersgruppe.
© United Internet Media

Die Zahl des Monats
Das Statistische Bundesamt hebt die Relevanz der E-Mail in einer Studie zur Nutzung von Informations- und Kommunikationstechnologien in Deutschland hervor. Insbesondere bei der werberelevanten Zielgruppe war die Kommunikation über E-Mail die meistgenutzte Funktion im Internet. 

Darum ist diese Zahl wichtig
Die E-Mail ist der führende Kommunikationskanal bei der Bevölkerung mittleren Alters in Deutschland. 31,06 Millionen Personen zwischen 25 und 54 Jahren geben an, dass die Kommunikation per E-Mail an erster Stelle der Internet-Nutzung steht – das entspricht 93 Prozent in dieser Altersgruppe. Die 25- bis 54-Jährigen repräsentieren zudem den größten Anteil der Befragten. Nicht nur das: Diese Altersgruppe gilt als äußerst konsumfreudig. Newsletter-Versender und Dialog-Marketer haben somit Zugriff auf eine große und kaufkräftige Zielgruppe. Auf WEB.DE und GMX gibt es ein breites Angebot an Branding-Formaten, mit denen Werbungtreibende im sicheren und vertrauten Umfeld der E-Mail werben können.

Über alle Altersklassen hinweg betrachtet, belegt das Statistische Bundesamt, dass die Kommunikation über E-Mail die häufigste Internet-Aktivität ist – mit einem Anteil von 79 Prozent. Von den 10- bis 24-jährigen nutzen 76 Prozent die E-Mail, um sich miteinander auszutauschen. Ein Anteil von 63 Prozent der Altersgruppe 55 Jahre und älter nutzen während ihrer Internet-Aktivität den Kommunikationskanal E-Mail.

In dieser Erhebung steht die Zahl
Die aktuelle Zahl des Monats stammt aus der Umfrage "Private Haushalte in der Informationsgesellschaft – Nutzung von Informations- und Kommunikationstechnologien 2019" des Statistischen Bundesamts. Hier geht es zur entsprechenden Pressemitteilung.

Ergebnisse dazu gibt es auch hier
Weitere Ergebnisse der Erhebung über die private Nutzung von Informations- und Kommunikationstechnologien (IKT) 2019 sind auf der Themenseite des Statistischen Bundesamts verfügbar. Der Zugang zum Internet und dessen Nutzung ist auch Teil der Indikatoren der Nachhaltigkeitsstrategie der Vereinten Nationen.

In der Studie des Statistischen Bundesamts wird die Internet-Aktivität bei Nutzern ab bereits zehn Jahren untersucht und umfasst rund 74 Millionen Deutsche. Somit wird hier eine breitere User-Gruppe analysiert, während beispielsweise bei den agof daily digital facts die Internet-Aktivität der Zielgruppe ab 16 Jahren ermittelt wird, die laut letzter Welle vom Juni 2020 insgesamt über 60 Millionen Unique User umfasst.

Der extrem hohe Anteil der E-Mail-Nutzung wird ebenfalls durch die Arbeitsgemeinschaft Online Forschung belegt – sie liegt über alle Altersgruppen hinweg bei 86 Prozent. Auch hier verwendet die mittlere Altersgruppe die E-Mail am häufigsten – 88 Prozent der 30- bis 49-Jährigen versenden und empfangen Nachrichten über das elektronische Postfach. Das sind 18,06 Millionen Unique User in Deutschland. Bei Usern, die 70 Jahre oder älter sind, liegt der Anteil der E-Mail-Nutzer ebenfalls bei 88 Prozent bzw. 5,48 Millionen Unique User. Von den 50- bis 69-Jährigen nutzen 86 Prozent einen E-Mail-Account, das entspricht 17,81 Millionen Unique User, während die junge Generation der 16- bis 29-Jährigen zu 82 Prozent bzw. 10,47 Millionen Unique User über E-Mails kommunizieren.

Quelle: agof daily digital facts 2020-06; United Internet Media; Basis: Onliner-WNK 16+ Jahre (Internetnutzer letzte 3 Monate); Zielgruppe: "Private E-Mails versenden und empfangen: Nutze dafür mind. gelegentlich das Internet": Angaben in Prozent. Zeitraum: Ø Monat der letzten 3 Monate.

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