Research Finds Nearly Half of Online German Consumers Purchase Because of Email

New ExactTarget Study Identifies How Germans Interact with Brands Across Email, Facebook, Twitter

INDIANAPOLIS--(BUSINESS WIRE)-- A new study released today by global interactive marketing provider ExactTarget (NYSE:ET) found nearly half of online German consumers have made a purchase after receiving an email marketing message.

Based on a survey of more than 1,200 online German consumers (ages 18 and older), ExactTarget’s Digital Republic report is the latest research report in ExactTarget’s Subscribers, Fans and Followers series to explore consumer behavior across email, Facebook and Twitter in markets around the globe.

Key findings of the study include:

• Email
  o 94 percent of online German consumers subscribe to at least one email marketing program
  o 45 percent of consumers that subscribe to brand’s email programs have made a purchase after receiving an email marketing message
  o 80 percent of consumers check email at least once per day

• Facebook
  o 39 percent of online German consumers interact with brands on Facebook
  o 15 percent of consumers on Facebook have made a purchase after receiving a marketing message on Facebook
  o 25 percent of consumers report “liking” a brand because they already shop or purchase regularly from the brand

• Twitter
  o 7 percent of online German consumers interact with brands on Twitter
  o 19 percent of German consumers who have made a purchase influenced by Twitter do not have their own Twitter account
  o 61 percent of Twitter users check their feed at least once per day

“German consumers are among the most active social media observers we’ve surveyed,” said Tim Kopp, ExactTarget’s chief marketing officer. “Our new Digital Republic research provides an in-depth look at the German market, giving marketers exclusive insights into why consumersengage with brands across email, Facebook and Twitter.”

To download ExactTarget’s Digital Republic research report, click here.

The debut of the German research follows the launch of studies in the U.S., U.K., Brazil and Australia, allowing marketers to compare how consumers around the globe interact with brands across email, Facebook and Twitter.

Key comparisons between the studies include:

• 32 percent of German consumers have engaged with brands on Facebook to receive discounts, compared to 52 percent in the U.K.
• 19 percent of German consumers have followed a brand on Twitter to be affiliated with the product or brand because it is trendy, compared to 4 percent in Australia
• 71 percent of German consumers check email first thing in the morning, compared to 46 percent in Brazil
• 48 percent of German online consumers with smartphones report checking email at least once per day from their smartphone, compared to 66 percent in the U.S.

The launch of ExactTarget’s exclusive German research follows the launch of ExactTarget MobileConnect. Available as a standalone application or fully integrated into the ExactTarget Interactive Marketing Hub, MobileConnect provides a powerful and intuitive cloud-based application to power SMS alerts and mobile marketing messaging worldwide. To learn more, visit www.ExactTarget.com/Mobile.

About ExactTarget

ExactTarget is a leading global provider of email marketing and cross-channel interactive marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media and websites. ExactTarget’s powerful suite of integrated applications enable marketers to plan, automate, deliver and optimize data-driven interactive marketing and real-time communications to drive customer engagement, increase sales and improve return on marketing investment. Headquartered in Indianapolis, Indiana with offices across North America and in Europe, South America and Australia, ExactTarget trades on the New York Stock Exchange under the ticker symbol “ET.” For more information, visit www.ExactTarget.com.

For ExactTarget
Media Contact:
Kari Browsberger (Finn Partners) 312.329.3980 or [e-mail]

Source: ExactTarget