SendGrid, Inc. (NYSE: SEND), a leading digital communications platform, announced the findings of The Future of Digital Communications Study by Egg Strategy, in a report commissioned by SendGrid. SendGrid surveyed 1,200 digital communication users based in the United States and analyzed generational trends in digital communications, including habits, preferences, use cases and general adoption of email across Generation X, Millennials and Generation Z.

The Future of Digital Communications Study enables digital marketers and developers everywhere to more confidently get in touch with their customers and leverage email and other key digital channels to drive engagement and growth. The study shows that email remains essential, important and entrenched in the lives of people today.

The Future of Digital Communications Study highlights include:

  • Email is here to stay: The vast majority of people surveyed– 88 percent and 85 percent, respectively – believe that their email usage will stay the same or increase in the next year and five years.
  • Contrary to popular belief, younger generations are adopting email: 83 percent of Generation Z respondents believe their email usage will stay the same or increase in the next five years. The majority of Millennials and Gen X respondents expect their email usage to stay the same or increase as well.
  • When it comes to business to consumer (B2C) interactions, there is an overwhelming preference for email over all other communication forms: 74 percent of respondents chose email as their preferred communication method for companies or brands to interact with them.
  • Email is a staple form of communication today, regardless of age or stage in life: 85 percent of Generation Z respondents use email at least monthly. This number grows with age as 89 percent of Millennial respondents and 92 percent of Generation X respondents use email at least monthly.

“Our study found that email is alive and well. It is the system of record for our digital lives and one of the strongest forms of customer engagement because it opens a direct line of communication between businesses and consumers at a relatively low cost,” said Scott Heimes, Chief Marketing Officer of SendGrid. “In fact, the median return on investment for email marketing is nearly five times greater than for social media marketing, according to eMarketer.”

The full Future of Digital Communications Study is available for download here.

Survey Methodology:
In July 2017, SendGrid commissioned a survey with Egg Strategy that gathered online responses from a nationally representative sample of 1,200 Digital Communication users across the United States among Generation X, Millennials and Generation Z, with a representative mix of gender, ethnicity and age.


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