Distracted consumers spend less time on social than email marketing: Report

New report from Responsys and YouGov on how digital marketing communications are being received and the impact of second screening illustrates rise of the expectation economy

Consumers are spending less than 30 seconds reading or listening to digital marketing communications and are increasingly interacting with multiple media sources simultaneously, a new report claims.

According to a survey produced in November by marketing software vendor, Responsys, in partnership with YouGov UK, 50 per cent of consumers are spending between 5 and 30 seconds on average on emails from brands, while only 32 per cent spend the same amount of time engaging with marketing SMS messages.

The report indicated branded social posts are even less likely to garner attention, with 27 per cent of consumers spending the same amount of time reading tweets or Facebook posts.

“This suggests that the unobtrusive, opt-in nature of email continues to reign supreme,” the report authors stated. “Only 32 per cent of consumers spend the same amount of time on marketing SMS texts, demonstrating that as a marketing channel, mobile continues to be challenging as a method for distributing marketing content.”

The report also delved into the types and frequency of email marketing communications consumers receive and discovered 19 per cent are receiving 11 or more marketing emails per day, while 49 per cent receive between two and 10 marketing emails over the same period.

Of these, only 8 per cent are reading every marketing email they receive. Consumers are in fact more commonly reading less than half of what they’re sent, with 43 per cent of respondents fitting in this category. Despite this, one-third do expect brands to contact them via email with relevant incentives, discounts or other benefits within the same day of registration, a sign of the emerging ‘expectation economy’ where consumers own engagement, the report authors stated.

When it comes to sending emails, consumers were found to be more likely to read or look at branded marketing content during the week and between 5-11pm.

Responsys said the findings showed marketers are living in the age of the ‘distracted consumer’, and are faced with an ever-increasing challenge to try and cut through and make an impression. It’s certainly not the first time readers will have heard this, but is it a sign of the increased importance of getting a unified view of the customer and utilise multiple channels to get the message across.

As a way of highlighting this trend, Responsys and YouGov looked into the concept of second screening and found 44 per cent of adults are engaging in this kind of activity at least one a week. Those between 25-34 years of age are the most likely to dual screen, and 26 per cent of those use a second screen while watching TV every day.

“As a result of the increasing number of digital touchpoints available and the ability to engage with brands instantly at the touch of a button, consumers have more options and higher expectations in the way they interact with companies,” the report stated.

“The main communications channels – Web, mobile, social and email – are in use practically simultaneously by consumers. This has a major impact on the customer journey and how and when consumers expect brands to deliver on their promises.”

Marketers must transform their story to meet the new customer paradigm: McKinsey
Nielsen to measure Twitter chatter with an eye on advertising
New report busts myths about millennials and their digital and social behaviour

To try and cope with this new age of consumer-led marketing, the report offered several suggestions on how to better your chances of success. This included getting to know your customers through data; drawing on the power of brand advocates; looking for the anomalies to better grasp individual consumer behaviour; and delivering individualised experiences.

Responsys’ latest research was based on an online poll of 2000 consumers in the UK over 18 years of age.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

The blogs are really appreciable and one can trust the knowledge and information provided in the writing.The article you do produce on a ...

Prince Arora

5 brand strategy lessons from Gelato Messina

Read more

Latest Podcast

More podcasts

Sign in