Email influences consumer purchasing

In addition, research from Universal McCann highlights that email services are the most trusted forms of communication, second only to word of mouth, and outperforming more traditional communication channels such as TV, radio, and outdoor and cinema advertising.

The Microsoft Digital Advertising Solutions and MetrixLab study was conducted across five international markets: Brazil, China, France, UK and US. The findings demonstrate that key life decisions are strongly influenced by conversations within Windows Live Mail and MSN Hotmail, one of the world’s largest web-based email services, with over 260 million active accounts worldwide:

• 76% of male and 81 per cent of female participants discuss social arrangements, such as what films, concerts or events to see or where to eat, when using Windows Live Mail or MSN Hotmail.
  
• 41% of men discuss financial services purchases via email.
  
• 77% of women discuss travel plans.
  
• 61% of respondents discuss their education options before making plans, while 71% of 18-to-35-year-olds discuss their career in email.

In addition, 45% of frequent online users state that email is their primary form of communication. As a result, word of mouth and peer recommendations made via email are the strongest influencers when consumers are considering making a purchase:

• Two-thirds discuss music on Windows Live Mail or MSN Hotmail prior to purchase, increasing to 68% amongst 18-to-35-year-olds.
  
• 56% of men discuss cars via email prior to purchasing.
  
• 73% of men and 58% of women discuss electronics and gadgets prior to purchasing.
  
• 61% of men and 54% of women talk about mobile phone purchases on email before purchase.

The research was conducted in late 2006. Further information can be found at www.advertising.microsoft.com..