SendGrid数字通信的未来英文版47页

+TheFutureofDigitalCommunicationAgenda1/Howdidwegethere?QuestionnaireStructure+StudyDesign2/Whataretheprioritytakeaways?ExecutiveSummary3/Whatdodigitalcommunicationbehaviorslookliketoday?CurrentCommunicationBehaviors4/Whatmightdigitalcommunicationbehaviorslookliketomorrow?TheDigitalCommunicationHorizon5/Whataretheprimarydriversofemailusage?CriticalEmailInfluencesHOWDIDWEGETHERE?QuestionnaireStructure+StudyDesign+/4OverviewoftheQuantitativePhaseSample&SurveySpecs/THEFUTUREOFDIGITALCOMMUNICATIONQUESTIONNAIRESTRUCTURE+STUDYDESIGN•N=1,200DigitalCommunicationusers•10-minuteonlinesurvey•USonlyrespondents,representativemixofgender,ethnicityandage•SurveyfieldedJuly2017GenZ(ages13-21)Millennial(ages22-34)GenX(ages35-50)/N=274/N=456/N=470+Webuiltasurveyquestionnairethatholisticallyevaluatedpeople’srelationshipwithdigitalcommunication.BasicDemographics1/SCREENERInthescreener,weaskedbasicqualifyingdemographicquestionslikezipcode,age,ethnicity,etc.Wethenprobedoneachrespondent’suseofdigitalcommunicationtoolssuchasemail,textmessage,videochat,businesscommunicationapps,andsocialmedia.Tomovetothemainquestionnaireandrespondentshadtobecommunicatingdigitally.SurveyQualificationQuestions(Screener)CurrentCategoryEngagementPastandFutureCategoryEngagement2/DIGITALCOMMUNICATIONPERSPECTIVESNext,eachrespondentevaluatedhowtheyusedifferentdigitalcommunicationtoolsfordifferentinteractions,includingcatchingup,sharingdocuments,orschedulingmeetings.Wealsoprobedonrespondents’preferencesinhowtheyinteractwithcompaniesthey’reinterestedinorbuyfrom.4/CRITICALCULTURALINFLUENCESRespondentsthenansweredaseriesoflifestyleandattitudesquestionsabouttheirpersonalityandworkingenvironment.5/DEMOGRAPHICSLastly,weaskedafewmoredemographicquestionsincludingwhentheygottheirfirstemail,maritalstatus,andchildreninthehousehold.Demographics5/3/DIGITALCOMMUNICATIONJOURNEYWethenaskedrespondentstoevaluatewhichcommunicationformsareessential,important,orunnecessarytotheirlives.Wealsolookedattypesofemails(B2C,C2C,B2B)toassessanydifferentiationthere.Respondentsthenidentifiedhowmuchtheircommunicationbehaviorshavechangedinthepastfewyearsandhowlikelytheyaretochangeinthenextyearor5years.THEFUTUREOFDIGITALCOMMUNICATIONQUESTIONNAIRESTRUCTURE+STUDYDESIGNPlatform/ContentPreferencesCompanyInteractionPreferencesConsumerAttitudeandInfluencesSocietalCommunicationInfluencesWHATARETHEPRIORITYTAKEAWAYS?ExecutiveSummary+/7THEFUTUREOFDIGITALCOMMUNICATIONEXECUTIVESUMMARYExecutiveSummary1/2/3/Emailisessential,importantandentrenchedinthelivesofpeopletodayacrossGenerationZ,MillennialsandGenerationX.Overthenextfewyears,GenZexpectstoincreasetheiremailusagethemostofallgenerations.ThereisanoverwhelmingpreferenceforemailoverallothercommunicationformswhenitcomestoB2Cinteractions.4/Emailisthechannelwherebusinessisdonefrominteractionsinsideacompanytointeractionsbetweenbusinessesandconsumerstointeractionsbetweenbusinesses.5/Allpersonalitytypesexamineduseemailmeaningit’sanearlyuniversalchannel.Thatisn’tthecasewithothercommunicationsandsocialmediatools.+8/FastFactsEmailisastapleformofcommunicationtodayregardlessofageorlifestage.85%/89%/92%Ofconsumersuseemailatleastmonthlytoday.THEFUTUREOFDIGITALCOMMUNICATIONEXECUTIVESUMMARY“Emailisn’tpersonal,itshouldbeforbusinessandretailers.”◤FEMALE,GENXGenZMillennialsGenX++/967%ofpeopleviewemailasessentialand/orimportanttotheirlives!CURRENTCATEGORYENGAGEMENTQ3A/Q4A/Whichofthefollowingformsofcommunicationthatyouuseisessential/importanttoyourlife?40%saidthatemailisbothessentialandimportant14%Saidemailwasessentialonly13%Saidemailwasimportantonly33%SaidemailwasneitheressentialnorimportantTHEFUTUREOFDIGITALCOMMUNICATIONEXECUTIVESUMMARY+/1083%ofGenZbelievestheiremailusagewillstaythesameorincreaseinthenext5years.4%8%4%3%10%9%9%12%52%35%51%62%22%29%23%16%12%19%13%7%TOTALGenZMillennialGenXIncreasealotIncreasealittleStaythesameDecreasealittleDecreasealotFUTURECATEGORYENGAGEMENTQ10/Thinkingahead,howmuchmoreorlessdoyouthinkyou’llbeusingeachoftheseformsofcommunicationinthenext5years?THEFUTUREOFDIGITALCOMMUNICATIONEXECUTIVESUMMARY“Emailisgoingtohangaroundforawhilebecauseit’severybody’sfirstexperience.”◤MALE,GENZTHEFUTUREOFDIGITALCOMMUNICATIONEXECUTIVESUMMARY++/1274%ofpeoplechoseemailastheirpreferredcommunicationmethodforcompaniesorbrandstointeractwiththem.THEFUTUREOFDIGITALCOMMUNICATIONEXECUTIVESUMMARY+“Withemail,Icanforward,Icansearcheasily,Icanorganizethings…Ineedit.It’sanecessaryevil.”◤FEMALE,MILLENNIALTHEFUTUREOFDIGITALCOMMUNICATIONEXECUTIVESUMMARY+WHATDODIGITALCOMMUNICATIONBEHAVIORSLOOKLIKETODAY?CurrentCommunicationBehaviors“SincehavingababyI’vesignedupforemailsaboutbabyproductsandnewsletters.”◤FEMALE,MILLENNIALTHEFUTUREOFDIGITALCOMMUNICATIONCURRENTCOMMUNICATIONBEHAVIORS++/16PASTCATEGORYENGAGEMENTQ6/Nowwe’dliketounderstandhowyourcommunicationhabitshavechangedoverthepastfewyears.Foreachcommunicationtool,howmuchhasyourusageincreasedordecreased?6%10%6%5%14%10%15%16%35%29%27%44%26%29%29%22%19%21%23%13%TOTALGenZMillennialGenXTHEFUTUREOFDIGITALCOMMUNICATIONCURRENTCOMMUNICATIONBEHAVI