1. ContactLab
European E-mail Marketing
Consumer Report
2009
E-mail and e-newsletter habits and behaviour:
comparisons between Italy, Spain, France,
Germany and the U.K.

2. ContactLab
E-mail & e-marketing evolution
ContactLab is the leading Italian provider of solutions and consultancy relating to e-mail, text
messaging and digital direct marketing.
Since 2000, the company has developed its expertise in managing over 800 Clients in all sectors, to
enable it to offer a complete mix of technology and consultancy, from "turnkey" products to advanced
customised solutions for 360 management of international campaigns.
ContactLab provides:
•digital marketing consultancy (producing e-newsletters and direct e-mail marketing campaigns);
•technology for managing e-mail campaigns (over 20 million e-mails sent each day), sms, mms, fax
and surveys with statistical, comparative and performance analysis;
•consultancy for creating campaigns to increase user take-up, competitions and online games to
expand database registrations, incentivisation and loyalty programmes.
ContactLab has a team of more than 50 professionals, experts in information technologies and
systems, communication and marketing, business development, Internet and e-mail strategies.
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 2/97

3. Contents
The research operation
• Survey universe and methodology
Results of analysis
• Structure of the sample
• Volumes and profile and use of e-mail
• Relations with the e-newsletter
• The use of mobile e-mail services
Conclusions
• Key findings

4. The survey universe
The sample used in this study represents weekly Internet users aged between 18 and 74, living in
the five largest countries in Western Europe.
Based on the above definition, the overall population analysed is made up of 144.2 million
individuals.
The total sample is made up of 4,745 cases and is divided by gender and age (in five bands),
according to indications from the Basic Research used in each country.
The study is designed to describe an important feature of online activity, distinguished in particular by
the intensity of Internet usage. The sample of respondents was therefore treated statistically, taking
into account the frequency of their connection to the Internet in addition to the age and gender
structure.
The research was carried out with individuals belonging to the Human Highway OpLine panel in Italy,
the Toluna panel in Spain and the SSI panels in France, Germany and the United Kingdom.
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 4/97

5. Contents
The research operation
• Survey universe and methodology
Results of analysis
• Structure of the sample
• Volumes and profile and use of e-mail
• Relations with the e-newsletter
• The use of mobile e-mail services
Conclusions
• Key findings

6. Internet users in the five largest countries of Europe
Dimensions
47%
44%
Penetration 66%
73%
70%
24,3
15,7
Italy
Million individuals 29,5
Spain
44,1 France
Germany
30,6
United Kingdom
Total sample: Italy: 914 / Spain: 769 / France: 927 / Germany: 1.122 / United Kingdom: 1.013
The penetration of Internet use is calculated on the total number of inhabitants aged between 18 and 74 in each
country.
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 6/97

7. Internet users in the five largest countries of Europe
Composition by gender
57%
54%
Men 52%
59%
53%
43%
46%
Women 48% Italy
Spain
41% France
Germany
47%
United Kingdom
Total sample: Italy: 914 / Spain: 769 / France: 927 / Germany: 1.122 / United Kingdom: 1.013
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 7/97

8. Internet users in the five largest countries of Europe
Composition by age
24%
21%
18-24 years 17%
17%
16%
26%
32%
25-34 years 21%
26%
20%
25%
26%
35-44 years 24%
25%
23%
14%
14%
45-54 years 19% Italy
18%
21% Spain
11% France
6%
> 55 years 19% Germany
14%
19% United Kingdom
Total sample: Italy: 914 / Spain: 769 / France: 927 / Germany: 1.122 / United Kingdom: 1.013
Internet use in the five countries differs significantly according to age profiles: in countries where the Internet
has been adopted more recently (Italy and Spain), Internet use is more common among the young.
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 8/97

9. Contents
The research operation
• Survey universe and methodology
Results of analysis
• Structure of the sample
• Volumes and profile and use of e-mail
• Relations with the e-newsletter
• The use of mobile e-mail services
Conclusions
• Key findings

10. Regular use of e-mail
Number of e-mail accounts used
Let us begin with e-mail and your usual habits in using this form of communication. Base:
In this survey we will discuss e-mail accounts. By this term we mean e-mail addresses that you use to read total sample:
4.745
and write your e-mails. How many different e-mail accounts do you usually use?
99
100 M illion individuals
80
61
60 56 58
40
32
2,3 2,0 2,0 2,3 2,0
20 per per per per per
capita capita capita capita capita
Italy Spain France Germany United Kingdom
0
The per capita number of e-mail accounts used regularly is very similar across the different countries studied.
Germany and Italy have an above average number of accounts per capita.
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 10/97

11. Regular use of e-mail
Reasons for using more than one e-mail account
You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more
than one account:
e-mail account? 2.882
[indicate all the responses that apply to you, indicating at least one]
I use different accounts for
63%
different purposes
I set up several accounts in the
past and continue to use them 33%
today
I use some accounts to receive
emails that are of no or little 29%
interest to me
I use some accounts without my
23%
real name to protect my anonymity
I use some accounts to keep
15%
messages I don't want to lose
I share some accounts with other
10%
people
Other reasons 7%
Among the reasons for having several accounts, the most frequently stated is the use of different accounts for
different purposes/uses.
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 11/97

12. Regular use of e-mail
Reasons for using more than one e-mail account (1/6)
You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more
than one account:
e-mail account? 2.882
[I use different accounts for different purposes]
80%
72%
70% 67% 65%
60% 57%
54%
50%
40%
30%
20%
10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
639 487 528 712 516
0%
Italy Spain France Germany United Kingdom
I use different accounts for different purposes
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 12/97

13. Regular use of e-mail
Reasons for using more than one e-mail account (2/6)
You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more
than one account:
e-mail account? 2.882
[I set up several accounts in the past and continue to use them today]
40% 38%
35% 34%
32%
30% 28%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
639 487 528 712 516
0%
Italy Spain France Germany United Kingdom
I set up several accounts in the past and continue to use them today
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14. Regular use of e-mail
Reasons for using more than one e-mail account (3/6)
You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more
than one account:
e-mail account? 2.882
[I use some accounts to receive emails that are of no or little interest to me]
40%
37%
32%
30%
27%
26%
24%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
639 487 528 712 516
0%
Italy Spain France Germany United Kingdom
I use some accounts to receive emails that are of no or little interest to me
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 14/97

15. Regular use of e-mail
Reasons for using more than one e-mail account (4/6)
You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more
than one account:
e-mail account? 2.882
[I use some accounts without my real name to protect my anonymity]
30%
28%
25%
21%
20%
20%
14%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
639 487 528 712 516
0%
Italy Spain France Germany United Kingdom
I use some accounts without my real name to protect my anonymity
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 15/97

16. Regular use of e-mail
Reasons for using more than one e-mail account (5/6)
You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more
than one account:
e-mail account? 2.882
[I use some accounts to keep messages I don't want to lose]
20%
16% 17%
15%
13%
12%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
639 487 528 712 516
0%
Italy Spain France Germany United Kingdom
I use some accounts to keep messages I don't want to lose
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 16/97

17. Regular use of e-mail
Reasons for using more than one e-mail account (6/6)
You have said you use several accounts. For which of the following reasons do you have more than one Base: sample with more
than one account:
e-mail account? 2.882
[I share some accounts with other people]
15%
12%
11%
10%
10%
9%
8%
5%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
639 487 528 712 516
0%
Italy Spain France Germany United Kingdom
I share some accounts with other people
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 17/97

18. Regular use of e-mail
Method of checking e-mail accounts
Which of these kinds would best describe how you usually use your main e-mail account? Base:
total sample:
4.745
I use my e-mail
accounts with
both a browser
and an e-mail
I only use my e-
client (e.g.
mail accounts
Outlook)
with an e-mail
37,3%
client (e.g.
Outlook)
21,3%
I only use my e-
mail accounts
with a browser I would say
(Webmail only) something else
39,1% 2,4%
Total five countries
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 18/97

19. Regular use of e-mail
Method of checking e-mail accounts
Webmail
Which of these kinds would best describe how you usually use your main e-mail account? Base:
[I only use my e-mail accounts with a browser (Webmail only)] total sample:
4.745 *
50%
46%
44% 43%
40%
34% 35%
30%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
914 769 927 1.122 1.013
0%
Italy Spain France Germany United Kingdom
I only use my e-mail accounts with a browser (Webmail only)
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20. Regular use of e-mail
Method of checking e-mail accounts
Webmail & e-mail client
Which of these kinds would best describe how you usually use your main e-mail account? Base:
[I use my e-mail accounts with both a browser and an e-mail client (e.g. Outlook)] total sample:
4.745 *
60%
50%
43%
40%
40%
35%
34%
30%
25%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
914 769 927 1.122 1.013
0%
Italy Spain France Germany United Kingdom
I use my e-mail accounts with both a browser and an e-mail client (e.g. Outlook)
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 20/97

21. Regular use of e-mail
Method of checking e-mail accounts
E-mail client
Which of these kinds would best describe how you usually use your main e-mail account? Base:
[I only use my e-mail accounts with an e-mail client (e.g. Outlook)] total sample:
4.745 *
30%
25%
25%
23%
22%
20% 19% 19%
15%
10%
5%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
914 769 927 1.122 1.013
0%
Italy Spain France Germany United Kingdom
I only use my e-mail accounts with an e-mail client (e.g. Outlook)
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22. Regular use of e-mail
Equipment used to check e-mail
Which devices do you use to access your e-mail accounts? Base:
[indicate all those you own and use to access your e-mail] total sample:
4.745
0% 10% 20% 30% 40% 50% 60% 70% 80%
Desktop Computer
Netbook
Smartphone
Notebook
BlackBerry
Apple iPhone
PDA
Apple iPod
Other devices
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23. Regular use of e-mail
Equipment used to check e-mail
Desktop Computer
Which devices do you use to access your e-mail accounts? Base:
[Desktop Computer] total sample:
4.745 *
82%
80%
80% 77% 78% 77%
70%
60%
50%
40%
30%
20%
10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
914 769 927 1.122 1.013
0%
Italy Spain France Germany United Kingdom
Desktop Computer
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24. Regular use of e-mail
Equipment used to check e-mail
Notebook
Which devices do you use to access your e-mail accounts? Base:
[Notebook] total sample:
4.745 *
60%
60% 57%
56%
52%
50%
40%
34%
30%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
914 769 927 1.122 1.013
0%
Italy Spain France Germany United Kingdom
Notebook
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 24/97

25. Regular use of e-mail
Equipment used to check e-mail
Netbook
Which devices do you use to access your e-mail accounts? Base:
[Netbook] total sample:
4.745 *
10%
8%
7%
7% 7%
6%
4%
3%
3%
2%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
914 769 927 1.122 1.013
0%
Italy Spain France Germany United Kingdom
Netbook
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 25/97

26. Regular use of e-mail
Equipment used to check e-mail
Smartphone
Which devices do you use to access your e-mail accounts? Base:
[Smartphone] total sample:
4.745 *
15%
12,4%
12%
9%
7,6%
6,5%
6% 5,4%
3%
2,0%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
914 769 927 1.122 1.013
0%
Italy Spain France Germany United Kingdom
Ssmartphone
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 26/97

27. Regular use of e-mail
Equipment used to check e-mail
Apple iPhone
Which devices do you use to access your e-mail accounts? Base:
[Apple iPhone] total sample:
4.745 *
4,0% 3,9%
3,5%
3,0%
2,6%
2,5%
2,2%
2,0%
1,6%
1,5%
1,0% 0,8%
0,5%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
914 769 927 1.122 1.013
0,0%
Italy Spain France Germany United Kingdom
Apple iPhone
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28. Regular use of e-mail
Equipment used to check e-mail
Apple iPod
Which devices do you use to access your e-mail accounts? Base:
[Apple iPod] total sample:
4.745 *
3,5%
3,0%
3,0%
2,5%
2,0% 1,9%
1,8%
1,5%
1,1%
1,0% 0,8%
0,5%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
914 769 927 1.122 1.013
0,0%
Italy Spain France Germany United Kingdom
Apple iPod
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29. Regular use of e-mail
Equipment used to check e-mail
BlackBerry
Which devices do you use to access your e-mail accounts? Base:
[BlackBerry] total sample:
4.745 *
4,5%
4,0%
4,0%
3,6%
3,5%
3,0%
2,9%
3,0%
2,5%
2,0%
1,5%
1,0%
0,5%
0,5%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
914 769 927 1.122 1.013
0,0%
Italy Spain France Germany United Kingdom
BlackBerry
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30. Regular use of e-mail
Equipment used to check e-mail
PDA
Which devices do you use to access your e-mail accounts? Base:
[PDA] total sample:
4.745 *
4,5%
4,0%
3,7%
3,5% 3,3%
3,1%
3,0%
2,5%
2,0%
1,5%
1,1%
1,0% 0,9%
0,5% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
914 769 927 1.122 1.013
0,0%
Italy Spain France Germany United Kingdom
PDA
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 30/97

31. Contents
The research operation
• Survey universe and methodology
Results of analysis
• Structure of the sample
• Volumes and profile and use of e-mail
• Relations with the e-newsletter
• The use of mobile e-mail services
Conclusions
• Key findings

32. Regular use of e-mail
E-mail messages received on an average day
Now think about all the types of e-mail you received yesterday (work, personal, sent by automated systems Base:
etc...). Approximately how many e-mails did you receive yesterday in all the e-mail accounts you usually use? total sample:
4.745
1400
M illion units
1226
1200
1041
1000 933
800
600
464
400 357
19,1 22,7 35,3 27,8 30,5
200 per per per per per
capita capita capita capita capita
0 Italy Spain France Germany United Kingdom
Estimated e-mail traffic in the five countries is close to 4 billion individual messages every day.
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 32/97

33. Regular use of e-mail
Number of e-newsletter subscriptions
Let us continue on the topic of the e-mails you received. Some of these may have been sent to you by people Base:
you do not know such as companies, associations, public authorities, Internet service providers, Websites, e- total sample:
4.745
newsletters you are registered with etc... This question refers to e-mails sent to people signed up to e-
newsletters. Thinking again about the e-mails you receive, try to count the following: how many e-newsletters
are you signed up to?
11
10 Average num ber per user 9,8
9
8 7,6
7 6,6 6,7
6,4
6
5
4
3
2
1 * Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
914 769 927 1.122 1.013
0
Italy Spain France Germany United Kingdom
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 33/97

34. Contents and services provided by e-newsletters
Topics covered by e-newsletters
Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample
subscribed to at least
are to be found in them? one e-newsletter: 4.420
Travel and tourism-related services 43%
E-Commerce / Online auction sites and services 38%
Current affairs 37%
Online community to which I belong 34%
Fixed or mobile telephone provider services 26%
ISP services 26%
Associations of which I am a member 24%
Financial services (statements and messages from
22%
Banks, Funds, etc...)
Financial news (market news, share prices, etc...) 15%
Sports news 14%
Other topics 22%
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 34/97

35. Contents and services provided by e-newsletters
Topics covered by e-newsletters (1/5)
Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample
subscribed to at least
are to be found in them? one e-newsletter: 4.420
52%
58%
Travel and tourism-related
46%
services
35%
37%
43%
42%
E-Commerce / Online auction Italy
51%
sites and services Spain
30% France
Germany
28%
United Kingdom
Total sample: Italy: 863 / Spain: 724 / France: 893 / Germany: 1.074 / United Kingdom: 901
“Travel and Tourism” stood out in Spain while “E-Commerce” featured strongly in France.
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 35/97

36. Contents and services provided by e-newsletters
Topics covered by e-newsletters (1/5 bis)
Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample
subscribed to at least
are to be found in them? one e-newsletter: 4.420
68%
67%
Travel and tourism-related
services and E-Commerce / Online 67%
auction sites and services
54%
Italy
Spain
France
53%
Germany
United Kingdom
Total sample: Italy: 863 / Spain: 724 / France: 893 / Germany: 1.074 / United Kingdom: 901
If the results for the “Travel and Tourism” and “E-Commerce/online auction” e-newsletters are combined, this
gives a broader definition of e-newsletters that promote the sale of products and services online.
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 36/97

37. Contents and services provided by e-newsletters
Topics covered by e-newsletters (2/5)
Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample
subscribed to at least
are to be found in them? one e-newsletter: 4.420
49%
32%
Online community to
29%
which I belong
27%
37%
42%
44%
Current affairs
Italy
54%
Spain
30% France
Germany
22%
United Kingdom
Total sample: Italy: 863 / Spain: 724 / France: 893 / Germany: 1.074 / United Kingdom: 901
France leads the way in information and E-Commerce services. Italy stands out for “online communities”.
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 37/97

38. Contents and services provided by e-newsletters
Topics covered by e-newsletters (3/5)
Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample
subscribed to at least
are to be found in them? one e-newsletter: 4.420
41%
27%
Services d'opérateurs de
30%
téléphonie fixe ou mobile
24%
13%
33%
31%
Italy
Associations dont je fais partie 15%
Spain
17% France
Germany
32% United Kingdom
Total sample: Italy: 863 / Spain: 724 / France: 893 / Germany: 1.074 / United Kingdom: 901
Italians are very attached to e-mail services offered by mobile phone companies.
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39. Contents and services provided by e-newsletters
Topics covered by e-newsletters (4/5)
Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample
subscribed to at least
are to be found in them? one e-newsletter: 4.420
26%
19%
Services de fournisseurs d'accès
20%
à Internet (FAI)
47%
7%
21%
26%
Services financiers (avis et Italy
messages de banques, de fonds, 19%
etc.)
Spain
19% France
Germany
26% United Kingdom
Total sample: Italy: 863 / Spain: 724 / France: 893 / Germany: 1.074 / United Kingdom: 901
There is a significant difference between Germany and all the other countries in terms of Internet connectivity
services.
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40. Contents and services provided by e-newsletters
Topics covered by e-newsletters (5/5)
Thinking again about the e-mails you receive from the e-newsletters you are signed up to, what topics Base: sample
subscribed to at least
are to be found in them? one e-newsletter: 4.420
16%
12%
Informations sportives 19%
9%
17%
15% Italy
Spain
18%
Informations financières France
(actualités du marché, valeurs 13% Germany
boursières, etc.)
United Kingdom
12%
21%
Total sample: Italy: 863 / Spain: 724 / France: 893 / Germany: 1.074 / United Kingdom: 901
Figures in the U.K. are not high for general news and current affairs, although sports and financial information
features strongly.
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 40/97

41. Address used for e-newsletters
Main, secondary or any address
The e-mail address you normally use to subscribe to a e-e-newsletter is... Base: sample
subscribed to at least
one e-newsletter: 4.420
Une adresse de
messagerie que
My secondary e- j'ai créée
mail address spécialement
16,6% pour les e-
newsletters
7,1%
One of my e-mail
accounts,
My main e-mail depending on the
address situation
65,0% 11,4%
Total five countries
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42. Address used for e-newsletters
“My main e-mail address”
The e-mail address you normally use to subscribe to a e-e-newsletter is... Base: sample subscribed to
[My main e-mail address] at least one e-newsletter:
4.420 *
80% 77%
74%
70%
60% 58% 58%
56%
50%
40%
30%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
My main e-mail address
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43. Address used for e-newsletters
“My secondary e-mail address”
The e-mail address you normally use to subscribe to a e-e-newsletter is... Base: sample subscribed to
[My secondary e-mail address] at least one e-newsletter:
4.420 *
25%
23%
22%
20% 19%
15%
12%
10%
10%
5%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
My secondary e-mail address
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 43/97

44. Address used for e-newsletters
“An e-mail account I set up specifically for e-newsletters”
The e-mail address you normally use to subscribe to a e-e-newsletter is... Base: sample subscribed to
[An e-mail account I set up specifically for e-e-newsletters] at least one e-newsletter:
4.420 *
10% 9%
8% 8%
7%
7%
6%
4% 4%
2%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
An e-mail account I set up specifically for e-e-newsletters
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 44/97

45. Address used for e-newsletters
“One of my e-mail accounts, depending on the situation”
The e-mail address you normally use to subscribe to a e-newsletter is... Base: sample subscribed to
[One of my e-mail accounts, depending on the situation] at least one e-newsletter:
4.420 *
16%
14% 14%
14%
12%
12%
10% 9%
8% 7%
6%
4%
2%
** Sample base:
Base campione: * * Sample base:
Base campione: * Base campione:
* Sample base: * Base campione:
* Sample base: * Base campione:
* Sample base:
863 724
724 893
893 1.039
1.074 901
901
0%
Italy Spain France Germany United Kingdom
One of my e-mail accounts, depending on the situation
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 45/97

46. Use of images
Attitudes in dealing with e-newsletters with images
When you receive an email containing text and images in your main email account, do you look at the Base: sample
images contained within it? subscribed to at least
one e-newsletter: 4.420
Yes, I immediately look at the
49%
entire e-mail including images
Initially I do not look at the
35%
images but I open them later
Initially I do not look at the
images and I usually do not open 8%
them
No, I receive e-mail in text only
5%
format, with no images
Wouldn't know 3%
Something else happens to me 1%
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 46/97

47. Use of images
HTML e-newsletters with images which are loaded straight away
When you receive an email containing text and images in your main email account, do you look at Base: sample subscribed to
the images contained within it? at least one e-newsletter:
4.420 *
[Yes, I immediately look at the entire e-mail including images]
60% 58%
50% 49%
46%
42%
40%
40%
30%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
Yes, I immediately look at the entire e-mail including images
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 47/97

48. Use of images
HTML e-newsletters with images activated subsequently
When you receive an email containing text and images in your main email account, do you look at Base: sample subscribed to
the images contained within it? at least one e-newsletter:
4.420 *
[Initially I do not look at the images but I open them later]
43%
40%
36% 35% 35%
30% 29%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
Initially I do not look at the images but I open them later
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 48/97

49. Use of images
HTML e-newsletters with images generally deactivated
When you receive an email containing text and images in your main email account, do you look at Base: sample subscribed to
the images contained within it? at least one e-newsletter:
4.420 *
[Initially I do not look at the images and I usually do not open them]
16%
14%
12% 11%
11%
9%
8%
4%
1%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
Initially I do not look at the images and I usually do not open them
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 49/97

50. Use of images
HTML e-newsletters: only plain text e-mails
When you receive an email containing text and images in your main email account, do you look at Base: sample subscribed to
the images contained within it? at least one e-newsletter:
4.420 *
[No, I receive e-mail in text only format, with no images]
8%
6%
6%
6% 6%
4%
3%
3%
2%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
No, I receive e-mail in text only format, with no images
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 50/97

51. Attitudes in dealing with e-newsletters
Distribution of agreement over a range of behaviours
Here are a few statements describing the behaviour of other people who, like you, are subscribed to at Base: sample
least one e-newsletter. Can you please indicate to what extent you agree with these statements? subscribed to at least
one e-newsletter: 4.420
If I receive an unwanted e-mail I
77,5%
delete it without even opening it
When I get bored with receiving
e-newsletters, I unsubscribe 71,7%
myself
When I get bored with receiving
e-newsletters, I delete them 65,9%
without even opening them
I know what phishing is and can
defend myself from the risks it 59,7%
poses
I get annoyed at receiving ads in
49,8%
e-newsletters I am signed up to
When I get bored with receiving
e-newsletters, I put them into the
36,0%
spam folder so I do not see them
any more
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 51/97

52. Attitudes in dealing with e-newsletters
Degrees of agreement in different countries - ‘Does not open unwanted e-mail’
Here are a few statements describing the behaviour of other people who, like you, are subscribed to Base: sample subscribed
at least one e-newsletter. Can you please indicate to what extent you agree with these statements? to at least one e-
newsletter: 4.420 *
[If I receive an unwanted e-mail I delete it without even opening it]
90%
80% 80%
80% 77% 76%
72%
70%
60%
50%
40%
30%
20%
10% * Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
If I receive an unwanted e-mail I delete it without even opening it
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and United Kingdom 52/97

53. Attitudes in dealing with e-newsletters
Degrees of agreement in different countries - ‘Unsubscribe’
Here are a few statements describing the behaviour of other people who, like you, are subscribed to at Base: sample
least one e-newsletter. Can you please indicate to what extent you agree with these statements? subscribed to at least
one e-newsletter:
[When I get bored with receiving e-newsletters, I unsubscribe myself] 4.420 *
80%
72% 73%
70% 72% 70%
70%
60%
50%
40%
30%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
When I get bored with receiving e-newsletters, I unsubscribe myself
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 53/97

54. Attitudes in dealing with e-newsletters
Degrees of agreement in different countries - ‘Deletion of closed e-newsletters’
Here are a few statements describing the behaviour of other people who, like you, are subscribed to at Base: sample
least one e-newsletter. Can you please indicate to what extent you agree with these statements? subscribed to at least
one e-newsletter:
[When I get bored with receiving e-newsletters, I delete them without even opening them] 4.420 *
80%
72%
70% 65% 66%
61% 62%
60%
50%
40%
30%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
When I get bored with receiving e-newsletters, I delete them without even opening them
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 54/97

55. Attitudes in dealing with e-newsletters
Degrees of agreement in different countries - ‘Use of the anti-spam folder’
Here are a few statements describing the behaviour of other people who, like you, are subscribed to at Base: sample
least one e-newsletter. Can you please indicate to what extent you agree with these statements? subscribed to at least
one e-newsletter:
[When I get bored with receiving e-newsletters, I put them into the spam folder so I do not see them any more] 4.420 *
50%
40%
40%
36%
35% 34%
34%
30%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
When I get bored with receiving e-newsletters, I put them into the spam folder so I do not see them any more
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 55/97

56. Receiving video-mail
Previous experience
Have you ever received a "video-mail" from a e-newsletter, i.e. an e-mail containing video content? Base: sample
subscribed to at least
one e-newsletter: 4.420
Yes, more
than once
28,3%
Yes, once
7,9% Do not
remember
20,4%
No, never
43,4%
Total five countries
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 56/97

57. Receiving video-mail
Previous experience - ‘Receipt of video-mail’
Have you ever received a "video-mail" from a e-newsletter, i.e. an e-mail containing video content? Base: sample
[Yes, at least once] subscribed to at least
one e-newsletter:
4.420 *
50%
43%
40% 38%
36%
34%
31%
30%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
I have received a video-mail
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 57/97

58. Receiving video-mail
Previous experience - ‘No receipt of video-mail’
Have you ever received a "video-mail" from a e-newsletter, i.e. an e-mail containing video content? Base: sample
[No, never] subscribed to at least
one e-newsletter:
4.420 *
50% 48%
47% 46%
42%
40%
33%
30%
20%
10%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
I have never received a video-mail
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 58/97

59. Receiving video-mail
Previous experience - ‘Do not remember’
Have you ever received a "video-mail" from a e-newsletter, i.e. an e-mail containing video content? Base: sample
[Do not remember] subscribed to at least
one e-newsletter:
4.420 *
30%
25% 24%
21%
20%
20%
20%
17%
15%
10%
5%
* Sample base: * Sample base: * Sample base: * Sample base: * Sample base:
863 724 893 1.074 901
0%
Italy Spain France Germany United Kingdom
Do not remember
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 59/97

60. Junk mail
Perception of the quantity of junk mail received
Thinking about your experience with email, over the last two or three years, would you say the quantity of Base:
Junk mail you receive (spam, undesired emails) has increased or decreased? total sample: 4.745
Decreased
5%
greatly
Decreased a little 12%
Remained the
19%
same
Increased slightly 24%
Increased greatly 38%
I couldn't say 3%
There is a widespread perception in all five European countries that the volume of junk mail has increased
significantly: two out of three users believe levels of spam are increasing.
E-mail Marketing Consumer Report 2009 - Italy, Spain, France, Germany and the United Kingdom 60/97