During a 2022 survey carried out among consumers from the United States, ** percent of responding millennials stated they liked being contacted by brands via email. The same was true for ** percent of respondents from Generation Z.

During a 2022 survey carried out in the United States, ** percent of responding Generation Z consumers stated it was likely or very likely that a brand's regular newsletter would influence them to purchase something. On the other hand, ** percent said such a situation was unlikely or very unlikely to happen.

During a 2022 survey carried out in the United States, ** percent of responding millennials stated it was likely or very likely that a brand's regular newsletter would influence them to purchase something. On the other hand, ** percent said such a situation was unlikely or very unlikely to happen.

During a 2022 survey carried out among Generation Z consumers from the United States, ** percent stated they would prefer brands to contact them via social media. The email was the most popular contact channel in this age group, named by ** percent of interviewees.

During a 2024 survey, ** percent of responding Generation Z consumers (aged 15 to 26) said they had encountered affiliate content on social media. On the other hand, less than ** percent stated they saw such content in email marketing.

According to a fall 2020 survey among Gen Z respondents worldwide, **** percent of respondents said they would likely interact with business events on LinkedIn, while **** percent said they would do so on Instagram. Email was cited by **** percent of respondents, while **** percent said they would interact with business events on YouTube.

During a 2022 survey carried out among millennial consumers from the United States, 39 percent stated they would prefer brands to contact them via social media. The email was the most popular contact channel in this age group, named by 79 percent of interviewees.

During an August 2022 survey among consumers in the United States, ** percent of respondents stated direct mail was more likely to catch their attention, while ** percent said the same about email brand messages. Around ** percent deemed direct mail more personal, up from ** percent who reported feeling that way about email marketing. According to the same study, over ** percent of Millennials and Gen Zers were excited to receive direct mail in the U.S.

A survey conducted in the United Kingdom (UK) in 2020 among teenagers and young adults asked participants whether they had a public or private social media profile. Slightly over half reported having a public profile, while only **** percent had made theirs private. ** percent of respondents however claimed to have a mix of both public and private social media profiles. This relatively high level of trust when it came to social media can perhaps be explained by a 2019 survey, where ** percent of respondents in the UK claimed they had never been a victim of social media or email account hacking before.

Facebook and WhatsApp lead in the UK

Among the leading social media platforms, Facebook emerged as the most frequently used among young adults aged 18 to 24 years old in the UK. Nearly ** percent of all respondents cited the social media giant as the app they reached for most often. The second most used app within this age group in the UK was WhatsApp. In contrast, only *** percent used Twitter the most.

Social media – the new marketing trend

As social media becomes more and more integrated into our daily lives, brands have been taking note. Social media marketing is a fast growing industry and spend on social media advertising by corporations has been on the rise each year. What began as a nationwide spend of merely **** billion British pounds in 2011 had risen to **** billion British pounds by 2018. According to an annual survey, roughly ** percent of teenagers aged 12 to 15 already have at least one social media account.

With the internet becoming increasingly accessible, the number of e-mails sent and received globally has increased each year since 2017. In 2022, there were an estimated 333 billion e-mails sent and received daily around the world. This figure is projected to increase to 392.5 billion daily e-mails by 2026.

E-Mail marketing Despite the increasing popularity of messengers, chat apps and social media, e-mail has managed to remain central to digital communication and continues to grow in uptake. By 2025, the number of global e-mail users is expected to reach a total of 4.6 billion - an approximate six hundred thousand increase in users, up from 4 billion in 2020. Not only that, when it comes to online advertising e-mail has seen higher click-through-rates than on social media. In Belgium and Germany, these were 5.5 and 4.3 percent respectively - compared to the 1.3 percent global average CTR for social media during the same time period.

Gmail Launched in April 2004, Google’s Gmail has earned its spot as one of the most popular freemail services in the world. According to a 2019 survey, its popularity worldwide was trumped only by Apple’s native iPhone Mail app with 26 percent of all e-mail opens worldwide taking place on the platform. Millennials surveyed in the United Kingdom listed Gmail among their top 5 most important mobile apps, while a similar survey carried out in Sweden saw Gmail tie with WhatsApp for a spot among the top mobile apps nationwide.