数字通信的未来（英文版）.pdf

+The Future of Digital CommunicationAgenda1 /How did we get here?Questionaire Structure + Study Design2 / What are the priority takeaways?Executive Summary3 / What do digital communication behaviors look like today?Current Communication Behaviors4 / What mightdigital communication behaviors look like tomorrow?The Digital Communication Horizon5 / Whatare the primary drivers ofemail usage?Critical Email InfluencesHOW DID WE GET HERE?Questionaire Structure + Study Design+/ 4Overview of the Quantitative PhaseSample & Survey Specs /THE FUTURE OF DIGITAL COMMUNICATION QUESTIONNAIRE STRUCTURE + STUDY DESIGNN = 1,200 Digital Comunication users10-minute online surveyUS only respondents, representative mix of gender, ethnicity and ageSurvey fielded July 2017Gen Z(ages 13-21)Millennial(ages 22-34)Gen X(ages 35-50)/N=274/N=456/N=470+We built a survey questionnaire that holistically evaluated peoples relationship with digital comunication.Basic Demographics1 / SCREENERIn the screener, we asked basic qualifying demographic questions like zip code, age, ethnicity, etc. We then probed on each respondents use of digital communication tools such as email, text message, video chat, business communication apps, and social media. To move to the main questionnaire and respondents had to be communicating digitally.Survey Qualification Questions (Screener)Curent Category EngagementPast and Future Category Engagement2 / DIGITAL COMUNICATION PERSPECTIVESNext, each respondent evaluated how they use different digital comunication tools for different interactions, including catching up, sharing documents, or scheduling meetings.We also probed on respondents preferences in how they interact with companies theyre interested in or buy from.4/ CRITICAL CULTURAL INFLUENCESRespondents then answered a series of lifestyle and attitudes questions about their personality and working environment. 5/ DEMOGRAPHICSLastly, we asked a few more demographic questions including when they got their first email, marital status, and children in the household.Demographics5/3/ DIGITAL COMUNICATION JOURNEYWe then asked respondents to evaluate which communication forms are essential, important, or unnecessary to their lives. We also looked at types of emails (B2C, C2C, B2B) to assess any diferentiation there. Respondents then identified how much their communication behaviors have changed in the past few years and how likely they are to change in the next year or 5 years.THE FUTURE OF DIGITAL COMMUNICATION QUESTIONNAIRE STRUCTURE + STUDY DESIGNPlatform/Content PreferencesCompany Interaction PreferencesConsumer Atitude and InfluencesSocietal Comunication InfluencesWHAT ARE THE PRIORITY TAKEAWAYS?Executive Summary+/ 7THE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARYExecutive Sumary1 /2 /3 /Email is essential, important and entrenched in the lives of people today across Generation Z, Millennials and Generation X.Over the next few years, Gen Z expects to increase their email usage the most of all generations.There is an overwhelming preference for email over all other communication forms when it comes to B2C interactions.4 /Email is the channel where business is done from interactions inside a company to interactions between businesses and consumers to interactions between businesses.5 /All personality types examined use email meaning its a nearly universal channel. That isnt the case with other communications and social media tools.+8/Fast Facts Email is a staple form of comunication today regardless of age or life stage. 85% /89% /92%Of consumers use email at least monthly today.THE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARY“Email isnt personal, it should be for business and retailers.”FEMALE, GEN XGen Z Millennials Gen X+/ 967% of people view email as essential and/or important to their lives!CURRENT CATEGORY ENGAGEMENTQ3A/Q4A /Which of the following forms of communication that you use is essential/importantto your life?40%said that email is both essential and important14%Said email was essential only13%Said email was important only33%Said email was neither essential nor importantTHE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARY+/ 1083% of Gen Z believes their email usage wil stay the same or increase in the next 5 years.4%8%4% 3%10%9%9%12%52%35%51%62%22%29%23%16%12%19%13%7%TOTAL Gen Z MillennialGen XIncrease a lotIncrease a littleStay the sameDecrease a littleDecrease a lotFUTURE CATEGORY ENGAGEMENTQ10 /Thinking ahead, how much more or less do you think youll be using each of these forms of communication in the next 5 years?THE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARY“Email is going to hang around for a while because its everybodys first experience.”MALE, GEN ZTHE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARY+/ 1274% of people chose email as their prefered comunication method for companies or brands to interact with them.THE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARY“With email, I can forward, I can search easily, I can organize thingsI ned it. Its a necessary evil.”FEMALE, MILENNIALTHE FUTURE OF DIGITAL COMMUNICATION EXECUTIVE SUMMARY+WHAT DO DIGITAL COMMUNICATION BEHAVIORS LOK LIKE TODAY?Current Communication Behaviors“Since having a baby Ive signed up for emails about baby products and newsletters.”FEMALE, MILENNIALTHE FUTURE OF DIGITAL COMMUNICATION CURRENT COMMUNICATION BEHAVIORS+/ 16PAST CATEGORY ENGAGEMENTQ6 /Now wed like to understand how your communication habits have changed over the past few years. For each communication tol, how much has your usage increased or decreased?6%10%6%5%14%10%15%16%35%29%27%44%26%29%29%22%19%21%23%13%TOTAL Gen Z MillennialGen XTHE FUTURE OF DIGITAL COMMUNICATION CURRENT COMMUNICATION BEHAVIORSDecreased a lotDecreased a littleStayed the sameIncreased a littleIncreased a lot79% of consumers report that their email usage stayed steady or increased over the past 5 years. Email usage increase is even higher for younger generations.79% 79% 79%Stayed the same or increased79%+Regardles of generation, email of all types is an essential communication form today with incredibly high usage./ 1793%92%85%88%66%56%97%95%89%87%75%59%92%94%92%77%64%38%Text messagePhone calsEmailSocial media Social communication appsVideo chatTHE FUTURE OF DIGITAL COMMUNICATION CURRENT COMMUNICATION BEHAVIORSCURRENT COMMUNICATION USES7 /On the list below, please select which of these youve used in the past month.Gen Z(ages 13-21)Millennial(ages 22-34)Gen X(ages 35-50)CURRENT EMAIL COMMUNICATION USES8/ You mentioned that you currently use email to communicate with other people. Which of the following best describes the types of emails you send and receive? 68%68%36%24%78%69%64%44%87%68%55%38%Personal emails between me and individual people I know (outside of work)Emails from companies sending me advertisements, coupons, receipts from purchases or password resetsProfessional emails between me and people I work withProfessional emails between me and companies connected to my occupation+/ 1893%92%85%88%66%56%97%95%89%87%75%59%92%94%92%77%64%38%Text messagePhone calsEmailSocial media Social communication appsVideo chatCURRENT COMMUNICATION USES7 / On the list below, please select which of these youve used in the past month.Gen Z(ages 13-21)Millennial(ages 22-34)Gen X(ages 35-50)CURRENT EMAIL COMMUNICATION USES8 /You mentioned that you currently use email to communicate with other people. Which of the following best describes the types of emails you send and receive? 68%68%36%24%78%69%64%44%87%68%55%38%Personal emails between me and individual people I know (outside of work)Emails from companies sending me advertisements, coupons, receipts from purchases or password resetsProfessional emails between me and people I work withProfessional emails between me and companies connected to my occupationFor Gen Z, emails primary use today is exchanging personal emails and receiving emails from companies, although this could shift as they enter the work force in the near future.THE FUTURE OF DIGITAL COMMUNICATION CURRENT COMMUNICATION BEHAVIORS+Yet, younger participants place relatively high value on B2C emails compared to older generations and compared to all other types of email communication. THE FUTURE OF DIGITAL COMMUNICATION CURRENT COMMUNICATION BEHAVIORSCURRENT CATEGORY ENGAGEMENT (EMAIL TYPE)Q3B/Q4B /Thinking specifically about email, which of the following forms that you use is essential/importantto your life?25%25%41%42%31%28%68%59%ImportantEssentialGen Z Milenial Gen XESSENTIALIMPORTANT16%15%26%26%36%34%47%43%ImportantEssentialC2CB2CB2B IndividualB2B Company27%27%47%52%30%28%50%45%ImportantEssentialC2CB2CB2B IndividualB2B CompanyIndex to TotalIndex to TotalIndex to Total86116626283113666689951241148995118114118969810812098102105/ 19+/ 20Email is primarily a vehicle for work exchanges, particularly for sharing documents, scheduling meetings and communicating about work generally.PLATFORM/CONTENT PREFERENCES FOR EMAILQ1A /Below is a list of diferent reasons you might communicate with others. For each one, please indicate which tol you use. 67%47%48%42%31%30%32%15%16%9%77%65%61% 61%52%44%52%31%29%16%73%58%55% 56%50%36%53%40%38%27%Sharing a document or reportScheduling a meetingCommunicating about workCollaborating on projectsInviting someone to a work eventNetworking Coordinating within a large, diverse group of peopleMaking plans with a large groupInviting someone to a personal eventMaking plans with a smal groupGen ZMillennialGen XTOTAL24%16%14%12%18%14%5%37%23% 23% 23%25%15%8%48%26%27%23%41%16%14%Sharing an article or other siteSharing baby or family photosSharing fun photosSharing a video Catching up Having a long conversationHaving a quick conversationSHARING SOCIALIZINGPROFESSIONAL COMMUNICATIONS MAKING PLANSTHE FUTURE OF DIGITAL COMMUNICATION CURRENT COMMUNICATION BEHAVIORS+11%13%17%18%44%79%12%19%19%26%43%72%12%20%27%31%34%70%AdsviatextmessageonmyphoneNotificationsfromcompanyappsonmyphoneAdswhenImbrowsingtheinternetAdswhenImonsocialmedia(e.g.Facebook,Snapchat)Physicalthingsinthemail(e.g.promotions,catalogs)EmailsGen ZMillennialsGen XThere is also an overwhelming preference for email when used for company-to-consumer interactions.EmailPhysical things in the mail (e.g. promotions, catalogs)Ads when Im on social media (e.g. Facebok, Snapchat)Ads when Im browsing the internetNotifications from company aps on my phoneAds via text message on my phoneCOMPANY TO CONSUMER INTERACTION PREFERENCESQ2B /Which of these are your preferred methods for a company to interact with you? TOTAL74%41%24%20%17%12%THE FUTURE OF DIGITAL COMMUNICATION CURRENT COMMUNICATION BEHAVIORS/ 21+25%4%10%14%21%20%34%34%35%24%8%15%24%20%27%34%31%42%27%7%9%14%12%28%28%29%39%Gen ZMillennialsGen XFor consumer-to-company interactions, people prefer to follow companies on social media, receive newsletters, or email them directly.CONSUMER TO COMPANY INTERACTION PREFERENCESQ2A /How do you interact with companies youre interested in or buy from? TOTAL39%32%32%24%19%18%11%6%25%THE FUTURE OF DIGITAL COMMUNICATION CURRENT COMMUNICATION BEHAVIORS/ 21Follow or “like” on social mediaSign up for their newsleterEmail companyDownload companys apCall company directlyWrite reviews of products on websitesWrite reviews on companys social media pageTwet at companyPurchase items, but dont initiate anything further/ 23“My job requires a lot of email use to communicate with my team and other departments where I work. I also use it to get sales flyers/promotional info from companies I have purchased from more recently. I like that form of communication from companies I buy from.”MALE,MILENIALTHE FUTURE OF DIGITAL COMMUNICATION CURRENT COMMUNICATION BEHAVIORS+WHAT MIGHT DIGITAL COMUNICATION BEHAVIORS LOK LIKE TOMORROW?The Digital Communication Horizon/ 25“Previously an email was for communicating with teachers in colege, now it is used for work communication, rapid spreading of information for work, and communication with companies I purchase from.”FEMALE,MILENIALTHE FUTURE OF DIGITAL COMMUNICATION THE DIGITAL COMMUNICATION HORIZON+/ 26The vast majority of people 88% and 85%, respectively believe that their email usage will stay the same or increase in the next year and 5 years.FUTURE CATEGORY ENGAGEMENTQ7/Q8 /Thinking ahead, how much more or less do you think youll be using each of these forms of communication in the next year/next 5 years?57%52%42%35%57%51%66%62%21%22%26%29%24%23%16%16%10%12%13%19%10%13%7%7%1 2 3 4 5 6 7 8 9 10 11Stay the sameIncrease a littleIncrease a lotTOTAL Gen Z Milenials Gen X88%85% 81%83% 91%88%Stay the same or increase88%85%Next yearNext 5 yearsNext yearNext 5 yearsNext yearNext 5 yearsNext yearNext 5 yearsTHE FUTURE OF DIGITAL COMMUNICATION THE DIGITAL COMMUNICATION HORIZON+/ 27Email usage is expected to continue to increase the most among Gen Z while email usage among Millennials and Gen X appears to approach saturation.FUTURE CATEGORY ENGAGEMENTQ7/Q8 /Thinking ahead, how much more or less do you think youll be using each of these forms of communication in the next year/next 5 years?57%52%42%35%57%51%66%62%21%22%26%29%24%23%16%16%10%12%13%19%10%13%7%7%1 2 3 4 5 6 7 8 9 10 11TOTAL Gen Z Milenials Gen X88%85% 81%83% 91%88%Stay the same or increase88%85%Next yearNext 5 yearsNext yearNext 5 yearsNext yearNext 5 yearsNext yearNext 5 yearsTHE FUTURE OF DIGITAL COMMUNICATION THE DIGITAL COMMUNICATION HORIZONStay the sameIncrease a littleIncrease a lot+/ 28Email comunications of all types exhibit strong staying power! The vast majority of respondents believe their email usage (regardless of type) isgoing to stay the same or increase in the near future. 59%54%56%53%56%55%59%59%22%23%25%24%25%23%18%19%11%12%10%13%8%10%6%7%1 2 3 4 5 6 7 8 9 10 11Stay the sameIncrease a littleIncrease a lotProfessional emails between me and companies connected to my occupationNext yearNext 5 yearsNext yearNext 5 yearsNext yearNext 5 yearsNext yearNext 5 yearsProfessional emails between me and people I work withAdvertising or marketing emails from companies sending me information or couponsPersonal emails between me and individual people I know (outside of work)91%90%Stay the same or increase91%90% 88%88% 83%84%FUTURE CATEGORY ENGAGEMENTQ9/Q10 /Thinking ahead, how much more or less do you think youll be using each of these forms of communication in the next year/next 5 years?THE FUTURE OF DIGITAL COMMUNICATION THE DIGITAL COMMUNICATION HORIZON+/ 29Specifically, Gen Z is more confident than any other generation that their email comunication will increase next year.FUTURE CATEGORY ENGAGEMENTQ9/Q10 /Thinking ahead, how much more or less do you think youll be using each of these forms of communication in the next year/next 5 years?DecreaseStay the sameIncrease DecreaseStay the sameIncrease DecreaseStay the sameIncr