Consumers worldwide are using online communication tools and responding to permission-based email (PBE) in varying ways based on their country of origin, according to a recent study by Epsilon.
The study found North American (87%) and European (74%) respondent are more likely than their peers in Asia Pacific (APAC) (58%) to use email as their main online communications tool.
As the primary channel for communication, instant messaging is considerably high in APAC with 28 percent while text/SMS and social networking remain consistently low across all regions.
Email is also replacing other channels of communication. Over one-third of respondents have replaced traditional channels in favor of email communications from banks (40%), promotional postal mail (38%) and telemarketing (34%).
"In order to reach consumers at the right time with the most appropriate message, it is critical that multichannel marketers understand consumer behavior and properly adjust their message, timing, and overall strategy to ensure success," according to Andrew Frawley, President, Email and Digital Solutions at
Other key findings from the study include:
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