10 Facts About Why and How Consumers “Like” and Subscribe (Chadwick Martin Bailey) 2011

7/31/2019 10 Facts About Why and How Consumers Like and Subscribe (Chadwick Martin Bailey) 2011

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10Facts

AboutWhyandHowConsumersLikeand

SubscribeFromtheDecember2011ChadwickMar6nBaileyConsumerPulse


2/13

84%

14%

2%

Primarydeviceusedtoaccessemail

Laptopordesktop

computer

Mobiledevice

Tablet

1. Despite the widespread use of mobile devices, most people

still primarily access email from their computers

Didyouknow?66%ofpeopleunder30usetheir

smartphonesorcellphonestoaccesstheir

email

Base: All Respondents Q30: From what devices do you access your email account? (% selected)

Base: Those who have an email account Q31: What is the primary way you access your email account?


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2. While 30% of consumers access Facebook from a mobile

device some of the time, most still prefer their computers

82%

15%

2% 1%

PrimarydeviceusedtoaccessFacebook

Laptopordesktopcomputer

MobileDevice

Tablet

Other

Didyouknow?Overhalf(54%)ofpeople

under30usetheir

smartphonesorcellphonestoaccessFacebook

Base: All Respondents Q41: From what devices do you access your Facebook account? (% selected)

Base: Those who have a Facebook account Q42: What is the primary way you access your Facebook

account?


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3. Relationships with an organization and a strong subject

line are key to getting emails opened

4%

7%

14%

26%

47%

64%

0% 10% 20% 30% 40% 50% 60% 70%

Expectedlength/sizeofemail

Dontopenordonotreceiveemailsfrom

business/nonprofit

Thefirstfewlinesofthebodyoftheemail

Theoffer

Thesubjectline

TheorganizaZonitisfrom

Reasonsforopeningemailsfrom

businessesornon-profits

Base: All Respondents Q34: What makes you decide to open an email from a business or

nonprofit? (% selected)


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4. Marketers need to take advantage of best practices like

not sending too much to cut through the clutter of emails

21%

26%

26%

29%

32%

45%

61%

0% 10% 20% 30% 40% 50% 60% 70%

NolongersupporttheorganizaZon

Dontremembersigningup

Notinthemood

Toobusy

Gettoomanyemailsingeneral

GettoomanyemailsfromtheorganizaZon

Notinterested

Reasonsfordecidingnottoopenemailsfrom

businessesornon-profits

Base: All Respondents Q35: What makes you decide to not open an email from a business or

nonprofit? (% selected)


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5. People sign up for email lists to deepen their relationships with

you and to get discounts, promotions, and exclusive content

25%

26%

26%

37%

39%

58%

0% 10% 20% 30% 40% 50% 60% 70%

Wanttosupportabusiness/nonprofitIlike

Thedesiretostayinformedonanongoingbasis

Togainaccesstoexclusivecontent

Iamacustomer/supporterofthebusiness/

nonprofit

TotakepartinaspecificpromoZon

Toreceivediscountsandspecialoffers

Topreasonsforsubscribingtoemailsfrombusinesses

ornon-profits

Base: Those who have an email account Q36: In general, what causes you to subscribe to a

business or nonprofits email list? (% selected)


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6. Consumers primarily Like pages for discounts and

promotions

22%

23%

25%

27%

28%

41%

0% 5% 10%15% 20% 25%30% 35% 40%45%

ToshowothersthatIlike/supportthisbusiness/nonprofit

Togainaccesstoexclusivecontent

Wanttosupportabusiness/nonprofitIlike

Iamacustomer/supporterofthebusiness/nonprofit

TotakepartinaspecificpromoZon

Toreceivediscountsandspecialoffers

Topreasonsforlikingabusinessornon-profitonFacebook

Base: Those who have a Facebook account Q43: What are the reasons that cause you to like a

business/nonprofit Facebook page? (% selected)


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7. People opt-in to Email and Facebook for similar reasons

25% 26% 26%

37%39%

58%

25%

19%

23%

27% 28%

41%

Supportabusiness/

nonprofitIlike

Desiretostayinformed

onanongoingbasis

Gainaccesstoexclusive

content

I'macustomer/

supporter

Takepartinaspecific

promoHon

Receivediscountsand

specialoffers

Reasonsforsubscribingtoanemaillist/likingaFacebookpage

Email Facebook

Base: Those who have an email account Q36: In general, what causes you to subscribe to a business

or nonprofits email list? (% selected) Base: Those who have a Facebook account Q43: What are the

reasons that cause you to like a business/nonprofit Facebook page? (% selected)


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8. Over-emailing and irrelevant content are the top reasons

people unsubscribe from mailing lists

19%

34%

42%

48%

51%

56%

69%

0% 10% 20% 30% 40% 50% 60% 70% 80%

IheardnegaZvecommentsaboutthebusiness/nonprofit

IneededtocutbackonemailsIreceived

Ihadabadexperiencewiththebusiness/nonprofit

Iamnolongeracustomer/supporterofthebusiness/

nonprofit

ThecontentwasntwhatIexpected

Thecontentisnolongerrelevant(e.g.purchase,event,

occasionhaspassed)

Toomanyemailsfromthebusiness/nonprofit

Reasonsforunsubscribingtoabusinessornon-profitsemaillist

Base: Those who have subscribed to an email list Q37: Which of the following could make you want

to unsubscribe from a business or nonprofits email list? (% selected)


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9. Producing content that is no longer relevant to your audience and

over-communicating drives both Unlikes and email un-subscribes

TopReasonsConsumersunlikea

Page

TheinformaZonisnolonger

relevanttome42%

ToomanynoZficaZonsfrom

business/nonprofit42%

Ihadabadexperiencewiththebusiness/nonprofit 32%

Inolongerlikethebusiness/

nonprofit29%

Inolongerwanttosupport


ThepromoZonsordiscounts

areover26%

Iamnolongeracustomerof

thebusiness/nonprofit 25%

IheardnegaZvecomments

aboutthebusiness/nonprofit15%

TopReasonsConsumers

UnsubscribetoanEmailList

Toomanyemailsfromthe


Thecontentisnolonger

relevant(e.g.purchase,

event,occasionhaspassed)

56%

ThecontentwasntwhatI

expected51%

Iamnolongeracustomer/

supporterofthebusiness/

nonprofit

48%

Ihadabadexperiencewith

thebusiness/nonprofit42%

Ineededtocutbackon

emailsIreceived 34%

IheardnegaZvecomments

aboutthebusiness/nonprofit19%

Base: Those who have "liked" a business/nonprofit Facebook page Q44: What triggers you to unlike a

business/nonprofit Facebook page? (% selected) Base: Those who have subscribed to an email list Q37:

Which of the following could make you want to unsubscribe from a business or nonprofits email list? (%selected)


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10. About a quarter of consumers prefer to opt-in to local

businesses over national businesses via email andFacebook

National

business

17%

Local

business

25%

It doesnt

matter to me

58%

Likelihood to subscribe to national or local business

or non-profit email list

NaZonal

business

11%

Localbusiness

28%Itdoesnt

maertome

61%

Likelihood to like a national or local business ornon-profit on Facebook

Base: Those who have subscribed to an email list Q40: Are you more likely to subscribe to an email list

for a national or a local business? Base: Those who have "liked" a business/nonprofit Facebook page

Q45: Are you more likely to like a Facebook page for a national or a local business?


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About this study

IndependentResearch: ConductedthroughtheCMBConsumerPulse SupportedbyConstantContact

Methodology: Datacollectedfrom1,481consumers,age18+intheUnitedStatesthroughtheResearchNowonlinepanel

Datawascollectedthrougha15minuteonlinequesHonnairefieldedinQ42011.


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Learn More

Downloadmorefreeconsumerpulsereportsatwww.cmbinfo.com/downloads

LearnhowtousesocialmediamarkeZngtogrowyourbusinessatwww.socialquickstarter.com

FormoreinformaZoncontact: KristenGarveyatChadwickMarHnBailey DaveGerhardtatConstantContact

10 Facts About Why and How Consumers “Like” and Subscribe (Chadwick Martin Bailey) 2011

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