Study: Global use of e-mail and SMS marketing varies

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Dallas—Marketers eyeing overseas regions to launch direct campaigns should be aware of the differing ways consumers and businesses respond to opt-in e-mail, mobile messaging and other forms of digital marketing, according to a new study by multichannel marketing company Epsilon.

While e-mail remains the No. 1 form of communication in North America and Europe, cited by 87% and 74% respectively of those polled, its use as a main communications channel in the Asia-Pacific region is at just 58%, according to Epsilon’s “Global Consumer E-mail Study.”

Balancing things out, the use of instant messaging is notably high in the Asia-Pacific region, with 28% citing IM as their primary communications modus, compared with 15% in Europe, the Middle East and Africa, and 6% in North America. The Asia-Pacific area also differs in the use of smart phones to access e-mail, at 32% of respondents, compared with only 9% from North America and 7% from Europe.

The online study was conducted during April 2009, polling more than 4,000 consumers and businesses in 13 countries.

—Christopher Hosford

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