Why US Adults Change Email Addresses (% of Respondents)
|Job Change Voluntary||41%||2%|
|Job Change Involuntary||10||1|
|New ISP Voluntary||7||48|
|New ISP InVol||11||8|
|Marriage Change Status||6||2|
|Get away from Spam||4||16|
NFO determined that nearly all respondents say they notify friends (88%) and family (87%) when they change e-mail addresses. Less than one-half notify business contacts, whereas over one-half notify service websites or e-newsletters with an e-mail address change.
Places Notified of Change (% of Respondents)
The study also found that 76% of adults register at websites with their primary personal e-mail address, whereas just 8% register with their work e-mail address.
An eMarketer E-Mail Marketing Report indicates that Opt-in news estimated in May 2002 that 37% had three e-mail addresses, whereas a Valentine Radford survey of 18,000 people pegged the number of people with three e-mail addresses at 22%. An IMT Strategies 2001 survey determined that only 11% had three e-mail addresses. The 2002 NFO survey, however, finds that just 10% of respondents have three personal e-mail addresses and a mere 1% have three work e-mail addresses. Discrepancies in the findings are likely due to the varying survey methodologies used by the research firms.
Number of Email Address Held by US
Internet Users (% of Respondents)
While consumers, on average, registered their e-mail address with more than twelve Web sites, according to the study, e-mail address changers only notified about six Web sites of the change. And, twenty-two percent of those who changed an e-mail address did not notify any Web site about the change. According to Matt Blumberg, chief executive officer of Return Path, "there is a real and significant subsequent financial impact on reputable businesses that rely on e-mail to communicate with their customers."
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