Table of Contents
- Scope and Themes
- What you need to know
- Scope of this report
- Abbreviations and terms
- Executive Summary
- Key highlights
- Security and trust are the most important issues for consumers
- Companies are responding to consumer fears
- Reputation, social networks matter
- Gender affects online behavior
- Older Americans are more fearful online
- Hispanic consumers represent a significant opportunity
- Consumers respond differently to different types of companies and brands
- Emerging trends may shift the playing field
- Overview of Demographic Trends and Online Reach
- Key points
- The online population
- Figure 6: Projected population of the U.S., by age, 2010-50
- Figure 7: Estimated percentage of adults online, by location where accessed from, 1995-2007
- Figure 8: Estimated number of adults who are online, 1995-2007
- Most effective advertising channels for online users
- Key Points:
- Figure 9: Percentage of consumers who have responded to various types of
advertisements in past year, January 2008
- Figure 10: U.S. adult online presence, by age, gender, race/ethnicity,
educational attainment and household income, 2007
- The Email Gender Gap and other Usage Differences
- Key points
- Figure 11: Population, by gender and age, 2007
- Figure 12: Percentage of men and women who go online, by age,
educational attainment, race/ethnicity, household income and marital
status, 2005
- Different uses of email
- Key points
- Figure 13: Functions of the Internet: How men and women use it as a tool
to communication, transact, get information and entertain themselves,
December 2005
- Women use email to develop relationships; men use it to find information
- Figure 14: Why online men and women value their email contact with their
favorite groups, December 2005
- Figure 15: Importance of known sender to consumer opening email, by
gender, December 2007
- Gender differences in navigating the Internet
- Different levels of concern about email
- Figure 16: Share of online men and women who are concerned about various
online security threats, December 2005
- Figure 17: Concern about handling of responses to financial services
email solications, by gender, January 2008
- Figure 18: Non-response to financial services emails due to concerns
about companies sharing information, by gender, January 2008
- Figure 19: Response to email advertisements for various financial
products, by gender, January 2008
- Older Consumers--Online Activity and Response to Online Financial
Marketing
- Key points
- Figure 20: Internet use, by age, February-March 2007
- Older Americans are more wary when they are online
- Figure 21: Response to email advertisements for various financial
products, by age, January 2008
- Figure 22: Response to email advertisements for various financial
products, by employment status, January 2008
- Figure 23: Concern about handling of responses to financial services
email solications, by age, January 2008
- Figure 24: Non-response to financial services emails due to security
concerns, by age, January 2008
- Figure 25: Change in likelihood of opening financial services emails, by
age, January 2008
- Figure 26: Change in likelihood of opening any type of email
solicitation, by age, January 2008
- Figure 27: Importance of known sender to consumer opening email, by age,
December 2007
- Hispanics--Online Activity and Response to Online Financial Marketing
- Key points
- Demographics
- Figure 28: Population, by race and Hispanic origin, 2002-12
- Figure 29: Household income distribution for all households and Hispanic
households, 2006
- Hispanic consumers are more engaged online
- Figure 30: Internet use, by Hispanic origin, February-March 2007
- Hispanic consumers are more open to receiving communication from companies
- Figure 31: Consumer preference for receiving relevant product offers, by
Hispanic origin, December 2007
- Figure 32: Likelihood of consumer opening email from a bank, by Hispanic
origin, January 2008
- Figure 33: Response to email advertisements for various financial
products, by Hispanic origin, January 2008
- Hispanic consumers are more open to sharing information with companies
- Figure 34: Information consumers would be willing to disclose to unknown
companies, by Hispanic origin, December 2007
- Figure 35: Number of financial services accounts managed online, by
Hispanic origin, December 2007
- The Demographics of Education and Wealth, and Response to Online
Financial Marketing
- Key points:
- Demographics
- Figure 36: Household income distribution, 2006
- Figure 37: U.S. educational attainment, population aged 18+, 2007
- Less educated, poorer people are online less
- Figure 38: Internet use, by educational attainment, February-March 2007
- Figure 39: Internet use, by income, February-March 2007
- Less educated, poorer people are less trusting
- Figure 40: Increase in concern about online security in last five years,
by income, January 2008
- Figure 41: Increase in concern about online security in last five years,
by educational attainment, January 2008
- Less educated, poorer people are more likely to respond to financial
services solicitations
- Figure 42: Response to email advertisements for various financial
products, by income, January 2008
- Figure 43: Response to email advertisements for various financial
products, by educational attainment, January 2008
- Less educated, poorer people are less likely to have online accounts
- Figure 44: Number of financial services accounts managed online, by
income, December 2007
- Online Financial Marketing Responses by Marital Status and U.S. Regions
- Unmarried couples are much more receptive to credit card offers
- Figure 45: Response to email advertisements for various financial
products, by marital status, January 2008
- U.S. regional differences
- Figure 46: Consumer preference for receiving relevant product offers, by
region, December 2007
- Figure 47: Importance of known sender to consumer opening email, by
region, December 2007
- Consumer Concern about Security is Increasing; Trust is Weak
- Key points
- Consumers think security is a problem
- Figure 48: Increase in concern about online security in last five years,
January 2008
- Figure 49: Increase in concern about online security in last five years,
by gender, January 2008
- Figure 50: Increase in concern about online security in last five years,
by age, January 2008
- Consumers don' t trust companies to safeguard their personal information
- Figure 51: Consumer beliefs about sharing of personal information,
January 2008
- Figure 52: Consumer beliefs about sharing of personal information, by
Hispanic origin, January 2008
- Consumers are overwhelmed by inbox overload: Spam
- Figure 53: Change in amount of spam received, January 2008
- Figure 54: Change in amount of spam received, by age, January 2008
- Figure 55: Unwanted solicitations from unfamiliar companies, January
2008
- Figure 56: Unwanted solicitations from unfamiliar companies, by age,
January 2008
- Consumers' Fears Inhibit Their Engagement with Companies
- Key points
- Consumers are reluctant to even open emails
- Figure 57: Percent of business emails opened by consumers, December 2007
- Figure 58: Percent of business emails opened by consumers, by age,
December 2007
- Figure 59: Change in likelihood of opening any type of email
solicitation, January 2008
- Figure 60: Change in likelihood of opening any type of email
solicitation, by race/ethnicity, January 2008
- Figure 61: Change in likelihood of opening financial services email
solicitation, January 2008
- Figure 62: Change in likelihood of opening financial services email
solicitation, by gender, January 2008
- Consumers are unwilling to share important information with companies
- Key points:
- Figure 63: Information consumers would disclose to unknown companies,
December 2007
- Figure 64: Information consumers would disclose to unknown companies, by
gender, December 2007
- Figure 65: Information consumers would disclose to unknown companies, by
age, December 2007
- Companies are Responding to Trust and Security Concerns
- Working on the consumer experience
- Key points
- Technical solutions
- Credible format
- Opting in or out
- Separate URLs
- Personalized data in emails
- Email newsletters
- Affinity partnerships
- Critical elements: Reputation and social networks
- Key points
- Figure 66: Factors affecting consumers' decisions to open emails,
January 2008
- Figure 67: Factors affecting consumers' decisions to open emails, by
gender, January 2008
- Figure 68: Factors affecting consumers' decisions to open emails, by
age, January 2008
- Figure 69: Factors affecting consumers' decisions to open emails, by
income, January 2008
- Figure 70: Factors affecting consumers' decisions to open emails, by
race, January 2008
- Reputation: The Value of Brand Quantified
- Whose emails get opened?
- Key points
- Consumer response
- Figure 71: Consumers' likelihood of opening emails, by type of financial
institution, January 2008
- Figure 72: Consumer likelihood of opening email from leading financial
services companies, January 2008
- Banks
- Figure 73: Consumer likelihood of opening email from generic and
well-known banks, January 2008
- Insurers
- Figure 74: Consumers' likelihood of opening emails from generic and
well-known insurers, January 2008
- Credit card issuers
- Figure 75: Consumers' likelihood of opening emails from generic and
well-known credit card issuers, January 2008
- Mutual funds
- Figure 76: Consumers' likelihood of opening emails from generic and
well-known mutual funds, January 2008
- Brokerage firms
- Figure 77: Consumers' likelihood of opening emails from generic and
well-known brokerage firms, January 2008
- Acquisition vs. retention
- Key points
- Consumer response
- Figure 78: Importance of various factors to consumer decision to open
email from known and unknown sender, December 2007
- Frequency of customer contact
- Figure 79: Consumer preferences for various types of email
communication, frequency from known companies, December 2007
- Figure 80: Consumer preference for receiving relevant product offers, by
gender, December 2007
- Figure 81: Consumer preference for receiving relevant product offers, by
age, December 2007
- Appendix: Advertising and Promotion
- Figure 95: A financial services email advertisement targeting a niche
demographic market, 2007
- Figure 96: An email advertisement embedded in an outside non-business
newsletter, 2007
- Figure 97: Example of an email advertisement featuring affinity
partnerhsip offer incentive, 2007
- Figure 98: Example of an email advertisement featuring affinity
partnerhsip offer incentive, 2008
- Figure 99: A financial services email advertisement attached to a
message from an affinity partner, 2007
- Figure 100: An example of an email advertisement including account information, from American Express, 2007
- Figure 101: Citi Card security newsletter, 2008
- Figure 102: An example of an email advertisement designed to get
consumers to go paperless, 2007
- Figure 103: Example of an email advertisement featuring green marketing,
2007
- Figure 104: Green cause marketing, 2008
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