10 facts about why and how consumers “like” and subscribe (chadwick martin bailey) 2011
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7/31/2019 10 Facts About Why and How Consumers Like and Subscribe (Chadwick Martin Bailey) 2011
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10Facts
AboutWhyandHowConsumersLikeand
SubscribeFromtheDecember2011ChadwickMar6nBaileyConsumerPulse
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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
business/nonprofit27%
ThepromoZonsordiscounts
areover26%
Iamnolongeracustomerof
thebusiness/nonprofit 25%
IheardnegaZvecomments
aboutthebusiness/nonprofit15%
TopReasonsConsumers
UnsubscribetoanEmailList
Toomanyemailsfromthe
business/nonprofit69%
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