Gmail Tabs Make Inbox Management Easiest for Young Millennials

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StrongView consumer survey highlights the need for email marketers to adapt to new inbox behaviors being driven by 18-24 year olds.

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As the younger demographic changes how they interact with incoming messages, they provide insight into how most consumers will eventually interact with email marketing content going forward.

StrongView, a leading provider of email marketing and cross-channel marketing solutions for enterprises, today released the results of a new survey on consumer reception of Gmail Tabs that signals a dramatic shift in how consumers receive and interact with their promotional emails. Conducted by StrongView in conjunction with Google Consumer Surveys, the results reveal that half of younger users find Gmail Tabs useful and are changing their behavior accordingly.

See StrongView’s infographic: "Millennials & the Future of Email Marketing."

The survey of nearly 5,000 U.S. Gmail users of all ages showed early positive adoption of Gmail Tabs among young millennials (18 to 24 year olds) and a corresponding change in their interaction with email marketing campaigns. When asked how Gmail Tabs has affected their ability to manage their inbox, the younger respondents had the most positive response, with 50% noting that the new inbox filtering made it easier. Younger users also reported that the Gmail Tabs had not caused them to lose any email marketing messages from their favorite brands. Most revealing for the future of email marketing interaction, however, is the fact that 46% of respondents across all age groups (and 50% of millennials) reported that they check their Promotions tab only once a week, which has implications for brands relying on email to drive interruption marketing.

"Youth typically lead the general population in adapting to changes in technology, and the rollout of Gmail Tabs is no exception," said Shawn Myers, VP of Marketing, StrongView. "As the younger demographic changes how they interact with incoming messages, they provide insight into how most consumers will eventually interact with email marketing content going forward. Marketers need to take these changes into consideration when planning their campaigns, not just for Gmail users, but also for all consumers as their behaviors change across email platforms and other media."

Top 5 survey results

  •     50% of users aged 18 to 24 report Gmail Tabs make inbox management easier, vs. 33% for the rest of the surveyed population.
  •     58% of users aged 25 to 34 check the Gmail Promotions tab less than once a week vs. 50% for those aged 18 to 24 and 46% for the general population.
  •     34% of all Gmail users check their email once a day or more.
  •     100% of users aged 18 to 24 report that the new Gmail interface hasn't caused them to lose email from favorite brands vs. 87% of the general population.
  •     35% of all users primarily access Gmail on a smart phone vs. 59% via desktop.

The New Gmail Inbox Tabs Success Guide

Along with the survey results, StrongView released The New Gmail Inbox Tabs Success Guide to help marketers respond to the change Gmail Tabs is bringing about in email marketing interaction. The Success Guide spells out what the new tabbed inbox means for marketers, identifies the best metrics for gauging impact on email marketing campaigns, and offers new tips for improving engagement with Gmail users.

About the survey

StrongView’s Gmail Tabs consumer reaction survey was conducted from August 9-14, 2013, using Google Consumer Surveys. The survey had 4,623 respondents from across the United States.

More detailed results can be found at: [http://www.strongview.com/gmailsurvey.

About StrongView

StrongView is the cross-channel marketing software provider that gives enterprise marketers a stronger view of how to acquire and engage customers across email, mobile, social, display and web. Combining the strongest technology and proven marketing know-how, StrongView provides enterprise marketers unparalleled insight into how to deepen customer relationships and maximize results. The platform is offered as both SaaS and on-premise, allowing companies to deploy StrongView’s technologies in the manner that best fits their needs.

Based in Redwood City, CA and backed by leading venture capital investors, StrongView has been helping global brands in retail, travel, finance, entertainment and online services overcome the limitations of other marketing platform providers for more than a decade.

For a stronger view of marketing go to http://www.StrongView.com, and follow us at http://www.twitter.com/StrongView and http://www.facebook.com/StrongViewInc.

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