A new study released today by global interactive marketing provider ExactTarget (NYSE:ET) found nearly half of online German consumers have made a purchase after receiving an email marketing message. Based on a survey of more than 1,200 online German consumers (ages 18 and older), ExactTarget’s Digital Republic report is the latest research report in ExactTarget’s Subscribers, Fans and Followers series to explore consumer behavior across email, Facebook and Twitter in markets around the globe. Key findings of the study include:
- Emailo 94 percent of online German consumers subscribe to at least one email marketing programo 45 percent of consumers that subscribe to brand’s email programs have made a purchase after receiving an email marketing messageo 80 percent of consumers check email at least once per day
- Facebooko 39 percent of online German consumers interact with brands on Facebooko 15 percent of consumers on Facebook have made a purchase after receiving a marketing message on Facebooko 25 percent of consumers report “liking” a brand because they already shop or purchase regularly from the brand
- Twittero 7 percent of online German consumers interact with brands on Twittero 19 percent of German consumers who have made a purchase influenced by Twitter do not have their own Twitter accounto 61 percent of Twitter users check their feed at least once per day
Key comparisons between the studies include:
- 32 percent of German consumers have engaged with brands on Facebook to receive discounts, compared to 52 percent in the U.K.
- 19 percent of German consumers have followed a brand on Twitter to be affiliated with the product or brand because it is trendy, compared to 4 percent in Australia
- 71 percent of German consumers check email first thing in the morning, compared to 46 percent in Brazil
- 48 percent of German online consumers with smartphones report checking email at least once per day from their smartphone, compared to 66 percent in the U.S.