2018 Adobe consumer email survey - Japan report

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved.© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2018 Consumer Email Survey - Japan report Research conducted by:

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved.
What: An online survey with panel participants
Who: White-collar participants own a smart phone
When: Data collected from July 25 to July 28, 2018
Where: Results are shown for Japan only (n=1,000)
Statistical testing: Statistical differences are shown at the 95% confidence level.
As Internet panel sample was used for this study, the sample was not drawn from the population using probability sampling; thus, a margin of error is not
reported (margin of error accounts for sampling error). If the data had been collected using a probability sampling method, the margin of error would be +/-
3.1%, 19 times out of 20. Given this sampling approach, the outcomes of the statistical tests reported reflect results as if performed on data collected using
probability sampling.
Methodology
Adobe Marketing Insights & Operations (MIO)

• Most employees check their work and personal email at least every few hours, which they feel is as often as they
should.
− On average, employees spend roughly an hour each checking their work and personal email, per day.
− The majority of employees don’t check their work email until they get to the office, but the vast majority of
employees check their personal email before getting to the office.
− Most rarely or never check their work email while on vacation.
• Smartphones and computers are both used by the vast majority as a device for regularly checking emails.
− Smartphones are the preferred primary device for checking personal email, while computers are preferred for
checking work email. Older employees and men are more likely to prefer computers, while younger employees and
women are more likely to prefer smartphones.
• 76% of work emails and 65% of personal emails are opened. Of those, 80% of work emails and 66% of personal
emails are read.
• Over six-in-ten employees expect their work and personal email use to stay the same over the next two years,
while nearly a quarter say they expect their use of both to decrease.
• Employees most likely feel indifference when checking their work or personal email. Additionally, 40% get to
“inbox-zero”, which is most commonly felt to be impossible.
Summary of Results
Email Usage

• Email and phone calls are communication methods used by the majority of employees (to communicate with
colleagues).
▬ Men are more likely to use both phone calls and email, and women are more likely to use instant messaging and
other methods.
• Employees most commonly mentioned that email is preferred, followed by phone calls, face-to-face
conversations, and instant messaging.
▬ Email is more strongly preferred by men, face-to-face conversations are more strongly preferred by those 35 years
or older, and instant messaging is more strongly preferred by women and those under 35 years old.
• For all discussions, either email or face-to-face conversations are considered the most appropriate
communication method.
▬ In general, face-to-face conversations becomes more appropriate as the nature of the topic becomes more serious.
Summary of Results
Work Communication in General

• Improved mobile viewing has most improved employee’s email experiences the most over the last few years,
followed by category filtering, stronger spam filters, and better email design.
• Instant messaging and email are seen as the communication methods that have innovated the most over the past
five years.
• 52% of employees would like to be contacted by brands through email. However, their stated preference is for
personalized marketing emails that are less about promotions, and more about providing information.
▬ Marketing emails provided under two-fifths of employees with an added incentive to purchase.
• About one-third of work (33%) and personal (31%) email offers are interesting enough to open.
• When reading emails from brands on a smartphone, employees would like emails that minimize the need to scroll,
and have less text.
• The most annoying thing about receiving email offers is getting emails that are too wordy/poorly written, followed
by being emailed too often by a brand.
• Regardless of age group or gender, customization of emails from brands is of medium to low importance.
▬ The most common frustration related to personalization is recommendations that do not match employee interests.
Summary of Results
Email Innovation and Marketing

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. 6
Profile of Participants

Who Participated in the Survey
7%
16%
35%
31%
11%
18 to 24
25 to 34
35 to 49
50 to 64
65 or above
Age
 The participants in the survey were sampled to reflect the demographics of Japan, for both age and gender.
Male
53%
Female
47%
Gender
Base: All respondents (1,000)
s1 -- What is your gender? (not including those who said prefer not to answer base: 997)
s2 – In what year were you born?

Email Usage

Frequency of checking email
22%
45%
10%
14%
9%
Frequency of checking work email
outside of normal work hours
q1 -- While at work, how often do you typically check your personal email in a given day?
q2 -- Outside of normal work hours, how often do you check your work email in a given day?
(D) (E)
16% 30% D
48% E 41%
11% 9%
16% E 12%
10% 8%
10% 19% D
56% 58%
14% E 7%
10% 10%
8% 6%
15%
57%
11%
10%
7%
Frequency of checking personal email
while at work
Never
Every few
hours
Every hour
Multiple times
per hour
Constantly
18 to
24
25 to
34
35+
(A) (B) (C)
Checking
work email
outside of
work hours
Never 35% C 31% C 20%
Every few hours 40% 39% 46%
Every hour 5% 13% A 10%
Multiple times per
hour
12% 11% 15%
Constantly 8% 6% 10% B
Checking
personal
email while
at work
Never 34% BC 16% 13%
Every few hours 49% 56% 58%
Every hour 6% 11% 11%
Multiple times per
hour
6% 12% 10%
Constantly 5% 5% 8%
 Most employees check their work email at least every few hours when not at work, and their
personal email at work every few hours as well.
 Women and younger employees are more likely to never check their work email outside
work, or their personal email at work.

Frequency of checking email
 The vast majority of employees feel they check their email as often as they should. Women and 18 to 24 year olds are more
likely to say they don’t check their email enough.
14%
82%
4%
I check way too often, and should really cut
down
I check my email as often as I should
I don't check my email enough, and should
really do a better job of staying on top of it
Frequency of email checking in general
q5 -- How would you characterize your frequency of email checking in general?
(D) (E)
15% 14%
83% 80%
2% 6% D
18 to 24 25 to 34 35+
(A) (B) (C)
18% 20% C 13%
69% 75% 84% AB
12% C 4% 3%

1 hour
or less
>1 hour
to 2 hours
>2 hours
to 4 hours
>4 hours
to 6 hours
More than
6 hours
Time spent checking email
79%
12%
5%
2%
3%
(D) (E)
79% 79%
12% 11%
4% 5%
2% 2%
2% 3%
90% E 85%
5% 9% D
3% 2%
1% 2%
1% 2%
87%
7%
3%
2%
1%
18 to
24
25 to
34
35+
(A) (B) (C)
Work
Email
1 hour or less 80% 79% 79%
>1 hour to 2
hours
3% 12% A 12% A
>2 hours to 4
hours
3% 5% 5%
>4 hours to 6
hours
6% 2% 2%
More than 6
hours
8% 2% 2%
Personal
Email
1 hour or less 82% 89% 88%
>1 hour to 2
hours
8% 9% 7%
>2 hours to 4
hours
2% 1% 3% B
>4 hours to 6
hours
6% 1% 1%
More than 6
hours
3% 1% 1%
Mean number
of hours:
1.1
Mean
number of
hours:
0.7
2018 %
 Employees typically spend just over an hour checking work email, with only one-fifth
checking 1 or more hour per day. Less time is spent checking personal email.
q6a -- Please estimate the total number of hours and minutes per weekday you spend checking your work email
q6b -- Please estimate the total number of hours and minutes per weekday you spend checking your personal email
*Note only hours are shown, minutes are not included in this result.
Total number of hours per weekday you spend checking…
Personal emailWork email

Frequency of checking work email before work
 Most employees don’t check their work email until they get to the office. Those 18 to 34 years old are more likely to check
while still in bed.
12%
17%
15%
56%
I check my email while still in bed
I check email as I'm getting ready, eating
breakfast or having coffee
I check my email as I'm about to leave the
house or on my commute into the office
I don't check email until I get into the office
Length of time before checking work email after you wake up on a
work day (D) (E)
11% 13%
18% 16%
18% E 12%
53% 59%
18 to 24 25 to 34 35+
(A) (B) (C)
29% BC 16% C 10%
18% 20% 16%
15% 13% 16%
37% 52% A 58% A
q7a -- It's a workday, and you've just woken up. After you wake up, how long does it typically take you to check your work email?

Frequency of checking personal email before work
 Checking personal email in bed is far more common than checking work email in bed, with those 18 to 34 years old again
being more likely to check at this time. Overall, the vast majority of employees check their personal email before getting to
the office.
22%
30%
25%
24%
I check my email while still in bed
I check email as I'm getting ready, eating
breakfast or having coffee
I check my email as I'm about to leave the
house or on my commute into the office
I don't check email until I get into the office
Length of time before checking personal email after you wake up on a
work day
q7b -- It's a workday, and you've just woken up. After you wake up, how long does it typically take you to check your personal email?
(D) (E)
18% 26% D
31% 28%
26% 23%
25% 23%
18 to 24 25 to 34 35+
(A) (B) (C)
34% C 33% C 18%
18% 27% 31% A
25% 26% 25%
23% 14% 26% B

Checking work emails in various situations
 In the past month, at least one-quarter have checked work email while commuting to/from work or on vacation. Nearly
half have not checked their work email in any of the following situations.
 Those 18 to 34 are more likely to check while in bed or the bathroom, while those 35 and older are more likely to have
checked in none of these situations.
32%
25%
14%
14%
11%
9%
8%
7%
6%
4%
3%
2%
45%
While commuting to/from work
While on vacation
While in bed
While watching TV/movie
While walking
While in the bathroom
While on the phone
During a meal with others
While in a face-to-face conversation
While working out
While driving
While at a formal ceremony
None, I haven't checked during any
Situations where work email has been checked in the past month
q10 -- In the last month, during which situations have you checked your work email? (Multi-response)
(D) (E)
35% 29%
28% E 22%
11% 18% D
14% 14%
12% 10%
10% 8%
9% 6%
8% 7%
6% 5%
4% 3%
4% 2%
3% 1%
42% 48%
18 to 24 25 to 34 35+
(A) (B) (C)
42% 36% 31%
20% 27% 25%
26% C 24% C 11%
20% 19% 13%
17% 11% 10%
20% C 13% C 7%
5% 8% 8%
9% 8% 7%
9% 8% 5%
6% 4% 3%
3% 4% 3%
3% 1% 2%
31% 39% 47% A

Checking personal emails in various situations
 In the past month, nearly half have checked their personal email while commuting to/from work, or on vacation. Over one-
third have done this while watching TV/movie or in bed. Those 25 to 34 years old are more likely to check their personal
email is a variety of situations.
46%
45%
38%
35%
21%
20%
11%
8%
5%
5%
4%
2%
14%
While commuting to/from work
While on vacation
While watching TV/movie
While in bed
While in the bathroom
While walking
During a meal with others
While in a face-to-face conversation
While on the phone
While working out
While driving
While at a formal ceremony
None, I haven't checked during any
Situations where personal email has been checked in the past month
q10a -- In the last month, during which situations have you checked your personal email? (Multi-response)
(D) (E)
47% 44%
41% 48% D
35% 41%
25% 46% D
21% 20%
20% 20%
10% 13%
7% 9%
5% 5%
6% 4%
5% 4%
2% 2%
18% E 10%
18 to 24 25 to 34 35+
(A) (B) (C)
40% 50% 45%
37% 54% AC 43%
23% 40% A 39% A
48% C 52% C 31%
25% 33% C 18%
15% 23% 20%
14% 13% 11%
9% 12% 7%
5% 4% 5%
5% 5% 5%
3% 6% 4%
2% 2% 2%
8% 4% 17% AB

Checking work email while on vacation
 Most employees say they check their work email rarely or less often when on vacation. Nearly four-in-ten say they never
check (particularly women and those under 35 years old).
38%
24%
23%
12%
3%
Never
Rarely
Occasionally
Frequently
Constantly
Frequency of checking work emails on vacation
q14_a -- work email?: While on vacation, how often do you check your…
(D) (E)
29% 48% D
26% 21%
28% E 18%
14% 10%
3% 2%
18 to 24 25 to 34 35+
(A) (B) (C)
48% 46% C 35%
20% 21% 24%
28% 19% 24%
3% 11% A 13% A
2% 2% 3%

Checking personal email while on vacation
 Personal email is checked far more often while on vacation. Under four-in-ten say they check it frequently. Those 18 to 24
are most likely to never check personal email on vacation.
7%
13%
37%
37%
6%
Never
Rarely
Occasionally
Frequently
Constantly
Frequency of checking personal emails on vacation
(D) (E)
5% 8%
13% 13%
39% 36%
37% 37%
6% 6%
18 to 24 25 to 34 35+
(A) (B) (C)
20% BC 6% 5%
22% 12% 13%
37% 38% 37%
18% 36% A 39% A
3% 8% 6%
q14_b -- personal email?: While on vacation, how often do you check your…

62%
35%
2%
1%
0%
Primary device for checking emails
q7a_a -- What is your primary device type for checking work email?
q7a_b -- What is your primary device type for checking personal email?
(D) (E)
69% E 54%
28% 43% D
2% 3%
1% 0%
0% 0%
43% E 25%
54% 71% D
2% 3%
1% 0%
0% 0%
34%
62%
3%
1%
0%
Desktop/
Laptop
Smartphone
Tablet
Smartwatch
Other
18 to
24
25 to
34
35+
(A) (B) (C)
Work
Email
Desktop/
Laptop
26% 52% A 67% AB
Smartphone 68% BC 47% C 30%
Tablet 5% 1% 2%
Smartwatch 2% 0% 1% B
Other 0% 0% 0%
Personal
Email
Desktop/
Laptop
8% 21% A 39% AB
Smartphone 88% BC 77% C 57%
Tablet 3% 2% 3%
Smartwatch 2% 0% 1% B
Other 0% 0% 0%
 Computers are the most popular primary device for checking work email, while
smartphones are typically the primary device for checking personal email.
 Older employees and men are more likely to prefer computers, while younger employees
and women are more likely to prefer smartphones.
Primary device type for checking…

Devices for checking emails
 Smartphones and computers are most commonly used to regularly check email. Women are more likely to use a
smartphone, while men are more likely to use a computer. Tablets are only used by about one-in-ten.
80%
71%
11%
2%
0%
Smartphone
Desktop/Laptop
Tablet
Smartwatch
Other (e.g., car display)
Devices used to regularly check email
q8 -- On which of the following devices do you regularly check email? (Multi-response)
(D) (E)
75% 84% D
78% E 63%
12% 10%
2% 1%
0% 0%
18 to 24 25 to 34 35+
(A) (B) (C)
88% C 88% C 77%
34% 65% A 75% AB
8% 10% 11%
3% 1% 2%
0% 0% 0%

Opening emails
15%
3%
10%
11%
10%
51%
(D) (E)
11% 18% D
4% 3%
11% 9%
14% E 8%
12% E 8%
48% 54% D
16% 14%
13% E 8%
18% 21%
17% 17%
10% 10%
26% 30%
16%
10%
20%
17%
10%
28%
18 to
24
25 to
34
35+
(A) (B) (C)
Work
Email
0 - 20% 25% C 15% 14%
21 - 40% 0% 1% 4% AB
41 - 60% 20% BC 6% 10%
61 - 80% 11% 5% 12% B
81 - 99% 6% 6% 11% B
100% 38% 66% AC 49%
Personal
Email
0 - 20% 20% 15% 15%
21 - 40% 6% 11% 10%
41 - 60% 25% 21% 19%
61 - 80% 14% 10% 18% B
81 - 99% 8% 8% 11%
100% 28% 34% 27%
 Work emails are a bit more likely than personal emails to be opened, with half saying they
open 100% of their work emails.
 Those 25 years or older are more likely to open their work emails.
Mean %
of work emails
opened:
76%
Mean %
of personal
emails opened:
65%
Total number of received emails opened
q4a -- What percentage of emails received do you open?
0 to 20%
21 to 40%
41 to 60%
61 to 80%
81 to 99%
100%

Reading emails
11%
3%
9%
12%
9%
57%
(D) (E)
8% 15% D
3% 2%
9% 9%
14% E 9%
10% 8%
56% 57%
17% 14%
11% 9%
20% 18%
17% 17%
6% 6%
30% 35%
15%
10%
19%
17%
6%
33%
18 to
24
25 to
34
35+
(A) (B) (C)
Work
Email
0 - 20% 22% BC 10% 11%
21 - 40% 2% 1% 3%
41 - 60% 18% C 9% 8%
61 - 80% 8% 11% 12%
81 - 99% 8% 8% 10%
100% 43% 61% A 57% A
Personal
Email
0 - 20% 23% 16% 14%
21 - 40% 12% 9% 10%
41 - 60% 22% 19% 19%
61 - 80% 9% 15% 18% A
81 - 99% 2% 8% A 6% A
100% 32% 33% 33%
Mean %
of emails
read:
80%
Mean %
of emails
read:
66%
Total number of received opened emails read
q4b -- Of those emails you open, what percentage do you actually read?
 Opened work emails are also more likely than opened personal emails to be read. Well
over half read every work email they open.
 Those 25 years or older are also more likely to read their work emails.
0 to 20%
21 to 40%
41 to 60%
61 to 80%
81 to 99%
100%

Emotion when checking email
50%
22%
12%
11%
5%
(D) (E)
14% E 9%
13% 11%
49% 51%
19% 25% D
6% 3%
40% 39%
6% 6%
46% 47%
5% 7%
2% 1%
47%
6%
6%
39%
2%
Indifference
Anxiety
Accomplished
Excitement
Dread or guilt
18 to
24
25 to
34
35+
(A) (B) (C)
Work email
Excitement 5% 11% 12% A
Accomplished 0% 7% A 14% AB
Indifference 63% BC 48% 50%
Anxiety 29% 32% C 19%
Dread or guilt 3% 2% 5% B
Personal
email
Excitement 28% 38% 41% A
Accomplished 2% 3% 7% AB
Indifference 65% C 51% 44%
Anxiety 5% 8% 6%
Dread or guilt 2% 0% 2% B
 Employees most often feel indifference when checking work and personal emails. For work
email, anxiety is the next most common emotion. For personal email, excitement is the
next most common emotion.
Emotion when checking…
q3 -- Which emotion do you most often feel when you check your?

NET Increasing
15%
12%
Future use of email
q9a -- Looking ahead at the next two years, which best describes how you see your use of work email changing?
q9b -- Looking ahead at the next two years, which best describes how you see your use of personal email changing?
(D) (E)
24% 23%
60% 64%
16% 14%
20% 26% D
67% 63%
13% 11%
18 to
24
25 to
34
35+
(A) (B) (C)
Work
Email
NET Decreasing 28% 21% 23%
Staying the
same
52% 63% 63%
NET Increasing 20% 16% 14%
Personal
Email
NET Decreasing 23% 30% C 22%
Staying the
same
65% 58% 66%
NET Increasing 12% 11% 13%
 Most employees expect their work and personal email use to stay the same over the next two years. Fewer than one-
sixth see their work or personal email use increasing.
10%
6%
13%
17%
62%
65%
11%
10%
4%Work email
Personal email
Decreasing substantially Decreasing a little
Staying the same Increasing a little
Increasing substantially

39%
35%
20%
13%
Impossible
Relieving
Amazing!
It's borderline OCD
Reactions to the idea of “inbox-zero”
18 to
24
25 to
34
35+
(A) (B) (C)
Getting to ‘index-zero’: 31% 33% 42% B
Reactions
to the idea
of ‘index-
zero’
Impossible 35% 47% C 38%
Relieving 31% 25% 37% B
Amazing 28% 19% 19%
It's borderline
OCD
15% 17% 12%
No, 61%
Yes,
40%
Getting to “inbox-zero”
Reaction to “inbox-zero”
 Four-in-ten employees get to “inbox-zero”, with men and those 35 or older being more likely to do so.
 The most common reaction to “inbox-zero” is impossible, followed by relieving. Women are more likely to find it impossible,
while those 35 or older are more likely to find it relieving.
(D) (E)
45% E 34%
36% 43% D
36% 33%
20% 20%
13% 13%
q20 -- Getting to “inbox zero” is defined as acting on every email as it comes in to move it out of your inbox immediately (delete, respond, or
delegate). Is that something you currently do?
q21 -- What is your reaction to the idea of “inbox zero”'

Work Communication in General

Current communication preference
 Email and phone (both more popular among men and those 35 or older) are the most commonly used method for
communicating with colleagues, and both are used by most employees. Face-to-face conversations (more popular among
those 35 or older) and instant messaging (more popular among women) are also commonly preferred.
68%
58%
35%
28%
9%
7%
5%
3%
Email
Phone
Face-to-face conversations/in-person meetings
Instant messaging
Video conferencing or video chat
File sharing service
Enterprise social network
Other
Communication methods with colleagues at work used regularly
q11 -- Today, which of the following communication methods do you use regularly to interact with colleagues at work? (multi)
(D) (E)
76% E 59%
63% E 54%
34% 35%
24% 31% D
10% 7%
7% 7%
6% 5%
2% 5% D
18 to 24 25 to 34 35+
(A) (B) (C)
49% 62% 70% A
43% 55% 60% A
23% 31% 36% A
31% 38% C 25%
2% 6% 10% A
6% 8% 7%
6% 9% 5%
6% 5% 3%

Current communication preference
 Email is the most preferred method of communication (and is more popular among men), followed by phone, face-to-face
conversations (more popular among those 35 or older), and instant messaging (more popular among women and those
under 35).
37%
23%
15%
15%
3%
2%
2%
2%
Email
Phone
Instant messaging
Other
Preferred method of communication with work colleagues
q12 -- Today, how do you prefer to communicate with your work colleagues?
(D) (E)
41% E 33%
24% 22%
16% 15%
11% 20% D
3% 3%
2% 3%
2% 1%
1% 3% D
18 to 24 25 to 34 35+
(A) (B) (C)
31% 29% 40% B
23% 21% 24%
8% 11% 17% AB
26% C 25% C 13%
5% 6% C 2%
2% 4% 2%
0% 2% 2% A
6% 3% 2%

Communication tool for a quick question
 Of the options listed, employees are most likely to use email as their communication method for a quick question with a
work colleague. Males and those 35 or older are more likely to prefer email.
40%
36%
15%
4%
4%
2%
Email
Instant messaging
Other
Communication method likely to use
q13 -- Which of the following communication methods are you most likely to use to communicate with a work colleague about a quick question?
(D) (E)
43% C 36%
36% 35%
11% 18% B
5% 4%
4% 4%
1% 2%
43% C 36%
18 to 24 25 to 34 35+
(A) (B) (C)
37% 32% 42% J
31% 37% 36%
15% 24% K 13%
6% 3% 4%
8% 3% 4%
3% 1% 1%
37% 32% 42% J

Most appropriate communication method for different interactions
 For all discussions shown below, either email or face-to-face conversations are considered the most appropriate
communication method.
 In general, face-to-face conversations becomes more appropriate as the nature of the topic becomes more serious.
q17-- Which of the following would you consider the most appropriate communication method for:
36%
43%
44%
22%
22%
21%
13%
23%
24%
12%
42%
43%
51%
66%
10%
8%
18%
10%
17%
20%
14%
9%
9%
19%
8%
6%
3%
3%
3%
3%
3%
8%
6%
3%
4%
3%
4%
3%
14%
11%
6%
3%
A status update on a project
Delivering feedback
A brief question
Suggesting a new approach or
idea
Asking for help on a big
project
Alerting your boss of an
important issue
Quitting your job
Most appropriate communication method for…
Email Face-to-face conversations/in-person meetings
Phone Instant messaging
Video conferencing or video chat Enterprise social network
*Age and gender splits are shown in the appendix

Most annoying phrase used in work emails
 ‘Not sure if you saw my last email’ is the most annoying phrase people use via email at work.
31%
12%
12%
11%
9%
7%
6%
6%
5%
Not sure if you saw my last email...
Per my last email...
Any updates on this?
Per our conversation...
As previously stated...
Sorry for the double email
As discussed...
Please advise.
Re-attaching for convenience.
Most annoying phrase people use via email at work
q19 -- What's the most annoying phrase people use via email at work?
(D) (E)
27% 37% D
13% 12%
12% 12%
10% 12%
10% 8%
8% 5%
8% E 5%
8% E 4%
6% 5%
18 to 24 25 to 34 35+
(A) (B) (C)
17% 35% A 32% A
20% B 9% 12%
14% 16% 11%
11% 9% 11%
14% 11% 8%
11% 5% 7%
9% 5% 6%
0% 8% I 7% I
5% 3% 6%

Email Innovation and Marketing

Email improvements
 Improved mobile viewing is seen as the top improvement made to the email experience over the last few years, by all age
groups and genders. Category filtering and stronger spam filters (particularly among males) are also seen as the top
improvements.
20%
13%
12%
8%
4%
2%
41%
Improved mobile viewing
Filtering
Stronger spam filters
Better email design
Smart auto-replies
Voice assistants responding to emails for me
None
Which of the following has most improved your email experience
in the last few years?
q15 -- Which of the following has most improved your email experience in the last few years?
(D) (E)
21% 18%
12% 14%
14% E 10%
8% 9%
3% 5%
3% 1%
39% 43%
18 to 24 25 to 34 35+
(A) (B) (C)
14% 23% 19%
14% 16% 13%
12% 13% 12%
11% 6% 9%
8% 5% 3%
5% 0% 2% B
37% 37% 42%

Most innovative communication method
 Instant messaging and email are seen as the communication methods that has innovated the most over the past five years.
Women and those 25 to 34 years old are more likely to say instant messaging is most improved, while men and those 35 or
older are more likely to say email is most improved.
27%
27%
15%
13%
11%
7%
Instant messaging
Email
Phone
Communication method has innovated the most
over the last five years
q18 -- Which of the following communications methods has innovated the most over the last five years?
(D) (E)
24% 31% D
31% E 23%
14% 17%
14% 12%
10% 12%
8% 6%
18 to 24 25 to 34 35+
(A) (B) (C)
28% 35% C 25%
25% 19% 29% B
29% BC 12% 15%
6% 13% 14% A
8% 14% 10%
5% 8% 7%

Brand contact
 Email is the top choice for preferred method of contact by brands, by all age groups and genders. Phone calls (particularly
among 18 to 24 year olds) and direct mail are the next most popular options. Text/SMS is much more strongly preferred by
those under 35 years old, and to a lesser extent women.
52%
14%
13%
8%
7%
5%
2%
Email
Phone call
Direct mail
Text message/SMS
Social media channels
The brand's mobile app
Chatbots
Preferred method of contact by brands
q25 -- When it comes to receiving offers from marketers, how do you prefer to be contacted by brands?
(D) (E)
56% E 47%
13% 15%
14% 11%
6% 10% D
6% 8%
3% 7% D
2% 2%
18 to 24 25 to 34 35+
(A) (B) (C)
29% 44% A 55% AB
25% B 9% 14%
15% 13% 12%
18% C 15% C 6%
5% 9% 7%
6% 6% 4%
2% 4% 2%

Changing marketing emails
 Employees would prefer marketing emails that are better personalized to employee interests (particularly women), and
that are less about promotions and provided more information (particularly men).
35%
28%
14%
11%
11%
1%
Content that's better personalized to my interests
Make them less about promotion and more about
providing me information
Incorporate more content from actual
product/service users
Ability to make a purchase without leaving an
email
More engaging content like embedded videos
and images
Other
If you could change one thing about the emails you get from brands
what would it be?
q16 -- If you could change one thing about the emails you get from brands what would it be?
(D) (E)
32% 38% D
31% E 25%
15% 13%
13% 10%
9% 14% D
1% 0%
18 to 24 25 to 34 35+
(A) (B) (C)
38% 31% 35%
22% 30% 28%
14% 12% 15%
9% 10% 12%
17% 15% 10%
0% 1% 1% A

Marketing emails and the purchase process
 Marketing emails from brands typically help employees select between products under consideration, make them aware of
a brand they weren’t familiar with (particularly men), and remind them of a purchase they need to make.
33%
27%
22%
18%
Helping me select between products I'm
considering
Making me aware of a brand I wasn't familiar with
Reminding me of a purchase I need to make
Giving me additional incentives to purchase
(discount code, free shipping, etc.)
When it comes to the marketing emails you receive from brands, what
role does email typically play in your purchase process? (D) (E)
33% 34%
30% E 22%
21% 22%
16% 21% D
18 to 24 25 to 34 35+
(A) (B) (C)
35% 38% 32%
35% 23% 27%
18% 19% 22%
11% 20% 19%
q26 -- When it comes to the marketing emails you receive from brands, what role does email typically play in your purchase process?

33%
31%
Work (Mean)
Personal (Mean)
% of email offers interested in enough to open
Interest in opening email offers
 Over the past year, about one-third of email offers to both work and personal email were interesting enough to open.
Women are more likely to open personal email offers.
q22_a – Work emails: Of the email offers you receive from brands each day, what percentage are you interested in enough to open?
q22_b – Personal emails: Of the email offers you receive from brands each day, what percentage are you interested in enough to open?
(D) (E)
34% 32%
27% 34% D
18 to 24 25 to 34 35+
(A) (B) (C)
34% 28% 34% B
35% 30% 30%

Annoying things when reading email from a brand on a smartphone
 The top annoyances when reading email from a brand on a smartphone are having to scroll to much and including too
much text, followed by small fonts, waiting for images to load, and layout not being optimized for mobile.
25%
23%
16%
15%
12%
6%
2%
1%
I have to scroll too much to read the entire email
Too much text
Font size is too small
I have to wait for images to load, or download an
image to see it
The layout is not optimized for mobile
Unattractive design
Lack of video
Other (specify)
Most annoying thing when reading email from a brand on a smartphone
q23 -- What's the most annoying thing when reading email from a brand on your smartphone?
(D) (E)
24% 26%
25% 22%
18% E 13%
12% 18% D
13% 12%
6% 6%
2% 2%
1% E 0%
18 to 24 25 to 34 35+
(A) (B) (C)
15% 25% 26% A
29% 27% 22%
9% 9% 18% AB
12% 17% 15%
20% 11% 12%
8% 8% 5%
6% 3% 1%
0% 1% 1% A


Most annoying thing when receiving an email offer from a marketer
 Over one-third of employees find emails that are too wordy/poorly written and being emailed too often by a brand as most
annoying when receiving email offers.
39%
35%
22%
15%
15%
13%
10%
6%
4%
0%
7%
Emails that are too wordy/poorly written
Getting emailed too often by a brand
An email urging me to buy a product or service I've already purchased
An offer that makes it clear that the marketers data about me is wrong
Too much personalization, where it is creepy
Poor design
Too little or no personalization
Emails without video or images
Emails that don't include a buy button to facilitate purchase
Other
None of the above make email annoying/intrusive
Most annoying thing when receiving an email offer from a marketer
q24 -- When you receive an email offer from a marketer, which of the following is most annoying? (Multi-response: select up to 3)
(D) (E)
40% 37%
30% 39% D
22% 22%
16% 15%
17% E 12%
15% E 11%
10% 10%
6% 5%
4% 4%
0% 0%
7% 7%
18 to 24 25 to 34 35+
(A) (B) (C)
31% 37% 40%
31% 40% 34%
25% 20% 22%
3% 19% A 16% A
5% 11% 17% AB
9% 12% 14%
12% 13% 9%
8% 6% 5%
8% 4% 4%
0% 0% 0%
6% 4% 7%

Importance of customized communication from brands
 Customization of emails from brands is of medium-low importance, with less than one-fifth saying it is important (rating of
either 4 or 5).
17% 18% 47% 15% 3%
How important is it that brands customize their communication with
you as an individual?
Low importance 2 3 4 High importance
q27 -- On the following scale, how important is it that brands customize their communication with you as an individual?
(D) (E)
17% 18%
17% 20%
48% 45%
15% 15%
4% 3%
18 to 24 25 to 34 35+
(A) (B) (C)
Low importance 18% 16% 18%
2 29% C 21% 16%
3 38% 43% 48%
4 11% 18% 15%
High Importance 3% 3% 3%

Frustrating lack of personalization in emails
 Just over four-in-ten employees say receiving recommendations that don’t match their interest is the most frustrating way
emails lack personalization (particularly those 25 years or older), while one-fifth feel that including expired offers is the
most frustrating (particularly women).
41%
20%
15%
15%
10%
Recommending items that do not match your
interests
Including offers that have already expired
Misspelling your name
Sending you promotions for things you've already
purchased
Sending an offer not appropriate to the season or
your location (e.g., sending deals for shorts during
winter)
The most frustrating way brands lack
personalization in your emails (D) (E)
43% 39%
16% 24% D
17% 13%
15% 15%
10% 9%
18 to 24 25 to 34 35+
(A) (B) (C)
23% 41% A 43% A
31% C 23% 18%
15% 11% 16%
14% 16% 15%
17% 9% 9%
q28 -- What of the following is the most frustrating way brands lack personalization in their emails?

Appendix

18 to 24 25 to 34 35+
(A) (B) (C) (D) (E)
A status update on a
project?
Email 32% 31% 38% 41% E 31%
Face-to-face conversations/in-person
meetings
15% 17% 24% B 22% 23%
Phone 15% 8% 10% 10% 10%
Instant messaging 20% C 13% C 7% 8% 11%
Video conferencing or video chat 3% 3% 3% 4% 3%
Enterprise social network 6% 5% 4% 4% 4%
File sharing service 8% 22% AC 13% 12% 18% D
Delivering feedback?
Email 40% 47% 43% 47% E 39%
meetings
20% 17% 25% B 23% 23%
Phone 12% 6% 9% 9% 7%
Instant messaging 17% 8% 9% 8% 11%
Video conferencing or video chat 0% 3% A 3% A 3% 3%
File sharing service 9% 15% 10% 8% 14% D
q17-- Which of the following would you consider the most appropriate communication method for:

18 to 24 25 to 34 35+
(A) (B) (C) (D) (E)
Suggesting a new
approach or idea?
Email 11% 18% 23% A 24% E 18%
meetings
31% 39% 44% A 43% 42%
Phone 18% 9% 10% 11% 9%
Instant messaging 22% BC 9% 6% 7% 9%
File sharing service 6% 9% 6% 4% 9% D
A brief question?
Email 43% 34% 46% B 50% E 37%
meetings
6% 15% A 12% 10% 14%
Phone 15% 15% 18% 19% 16%
Instant messaging 25% 28% C 16% 14% 24% D
File sharing service 3% 2% 2% 2% 2%
q17 -- Which of the following would you consider the most appropriate communication method for:

18 to 24 25 to 34 35+
(A) (B) (C) (D) (E)
Asking for help on a
big project?
Email 15% 18% 24% 24% 19%
meetings
38% 42% 44% 40% 46% D
Phone 17% 14% 17% 18% 15%
Enterprise social network 3% 7% C 2% 3% 3%
Alerting your boss of
an important issue?
Email 17% 21% 21% 21% 20%
meetings
38% 47% 52% A 49% 52%
Phone 31% C 24% 18% 20% 20%

18 to 24 25 to 34 35+
(A) (B) (C) (D) (E)
Quitting your job?
Email 6% 11% 14% A 17% E 10%
meetings
62% 68% 66% 61% 70% D
Phone 17% 14% 14% 15% 13%
Instant messaging 11% C 3% 3% 3% 4%

2018 Adobe consumer email survey - Japan report

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2018 Adobe consumer email survey - Japan report