New research conducted by MetrixLab on behalf of Microsoft Advertising reveals that a large number of MSN Hotmail/Windows Live Mail users influence each other’s purchase decisions via email. From what movies to watch to where to go for holidays or what brands to buy, MSN Hotmail/Windows Live Mail users are swaying each other via their email conversations. With over 30 million users in Europe, MSN Hotmail/Windows Live Mail is the ideal choice for advertisers to target audiences at the point of influence.
This survey was conducted amongst 14,878 email users (aged 18-65) spanning five countries including France, UK, US, China & Brazil. Results indicate that key life decisions are made within WL Mail/ MSN Hotmail:
- 76% of males and 81% of females discuss social arrangements, such as what films, concerts or events to see or where to eat
- 77% of females discuss travel plans
- 71% of 18-35 year olds discuss careers
Word of mouth and peer recommendations made via email are the strongest influencers when consumers are considering making a purchase. The top three product categories discussed are:
- electronics and gadgets (69%) – increasing to 73% amongst men
- 67% discuss the purchase of travel items such as flights, hotels & cruises via email.
- Two thirds discuss music prior to purchasing, increasing to 68% amongst 18-35 year olds.
From the above findings, it’s clear that email is an important vehicle for discussing purchase decisions with peers and hence can be used by marketers to place their brands in the forefront at this key point of influence.
About the Ad Aspects Research survey
The Ad Aspects Research was conducted by MetrixLab on behalf of Microsoft Advertising in five countries across four regions: Brazil, China, France, the UK, and the US. A total of 14,878 respondents aged 18 to 65 who have used email (including MSN Hotmail and Windows Live Mail) for over one month were interviewed. Fieldwork was conducted between August and September 2006.
