Study Examines Consumer Email Interactions with Retailers in Germany - eMarketer

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Study Examines Consumer Email Interactions with Retailers in Germany

Little difference seen among varying age groups

March 17, 2017 | Marketing

Internet users of all ages in Germany are surprisingly similar in the ways they interact with retailers via email.

An August 2016 survey from United Internet Media investigated the way digital and in-store buyers use email at all phases of the customer journey, both before and after purchasing. The study, published this month, looks at how age and gender influence email behaviors and device usage along the path to purchase.

Types of Post-Purchase Email Activities Conducted by Internet Users in Germany, by Age, Aug 2016 (% of respondents in each group)

When it comes to post-transaction email activities, behaviors across age groups were surprisingly alike. Old or young, internet users in Germany were similarly likely to use email to confirm a transaction or track delivery and to participate in customer loyalty programs.

When social interaction came into play, however, youth factored into post-purchase email activities.

While over 20% of those ages 18 to 29 conducted activities like sending information or links to family and friends via email, just 15% of those 30 to 39 did the same. A little over 12% 40- to 49-year-olds said they did so—the lowest percentage of any age group.

eMarketer estimates 81.1% of internet users ages 14 and older in Germany were digital buyers last year. That figure is expected to climb slightly, to 81.5%, in 2017.

Ben Clague

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