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Email remains top digital priority for Australians: ExactTarget

Email remains top digital priority for Australians: ExactTarget

Study finds 71 per cent of Australians named email as their number one priority

Email is still the top priority for Australian consumers, according to email marketing provider, ExactTarget.

In its recent Digital Down Under report, which analyses the daily online habits of Australian consumers, it found that 71 per cent of people still check their emails as a first digital priority in the morning.

The study was based on a survey of more than 1400 online Australian consumers, aged 18 and older.

ExactTarget managing director, Lee Hawksley, said the majority of Australian consumers still check email first thing in the morning with Facebook (17 per cent) and news sites (6 per cent) in a distant second and third place.

“Email is simply the first priority as consumers start their digital day and goes to show that despite the ‘social revolution’, email is still strong. This trend should influence the way in which marketing messages are disseminated to Australian consumers in the morning,” he said.

The only group that recorded starting their day with social media were the 18-24 year olds.

“It’s not surprising that Facebook is this age group’s go-to morning channel, but 18-24 year olds who are employed full-time are still more likely to start their day like the rest of the adult consumer population, using email more readily than Facebook,” Hawksley said.

The study also found that consumer priorities shifted from business to leisure in the evenings. Email usage decreased from 71 per cent to 47 per cent.

“While there is an increase in evening online social activity, the steadily high incidence of checking email into the evening demonstrates its prominence in the lives of Australian consumers,” Hawksley added.

Other findings from the study include: 74 per cent of respondents used their personal computers to access their first online content; 14 per cent use their mobile phone; while 7 per cent wait until they arrive at work or school.


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