A similar study carried out in the same period

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The survey, commissioned by ContactLab, was conducted last February by Human Highway, an institute specialising in Internet market research, on a representative sample of Spanish Internet users aged 15 or over, who use the Internet at least once a week: a total of 15.7 million individuals, equivalent to 43.6% of the Spanish population over 15 years of age.

In the Italian market revealed similarities and differences between the two countries. The comparison between the two countries shows that the similarities are far more numerous than the differences: almost all the per capita data obtained are similar, from the consumption of emails to the number of email addresses or subscription to mailing lists. However, there are a couple of significant differences. The first concerns the devices used: in Italy up to 12% of Internet users check their email via smartphone, compared to 2% of Spanish Internet users; the second concerns the types of newsletters that are most popular: in Italy, those related to social networks and personal interests win (63% of Internet users subscribe to them), followed by news (54%) and travel and tourism (52%).

More messages for women

In addition to the main data already cited, the ContactLab study has provided other very significant information. Women receive on average more email messages per day than men, and they subscribe to a larger number of mailing lists.

On the other hand, 25% of the sample states that they only use an email client (for example, Outlook) to check their own email address, which means that the use of Webmail predominates (75% of cases) and, among those who use this method, two out of three declare that they check their email exclusively through the Web.

Emails outnumber phone calls and text messages

The volume of communications sent daily via email in age whatsapp Spain is so high that it exceeds that generated by any other means of peer-to-peer communication, certainly not just the "old" paper letters, but also telephone calls, personal meetings and even short messages sent by mobile phone.

It should also be noted that the 23 email messages received on average each day by Spanish Internet users represent only a portion of all messages exchanged on the network: if we also consider the exchanges of information produced with the internal messaging systems of many websites, for example gaming sites, communities, social networks and Intranets, the number of messages almost doubles.

Newsletters: They are widely read, but unwanted advertising is annoying

As regards the use of mailing lists, the percentage of those who are not subscribed to any email information service is very low, around 6%. On the contrary, one user in three states that they are subscribed to seven or more mailing lists. The average for Spanish Internet users is, as already mentioned, 6.6 mailing lists per user, with the highest percentage being among women and people over 45 years of age.

As regards email management habits, four out of five users upload the images contained in them, they generally know how to recognise and defend themselves against spam (which has seen a strong increase in the last year) and phishing, and they have learned to unsubscribe from mailing list services that they no longer consider of interest. Advertising messages contained in emails received from mailing lists are a nuisance for an increasing number of users: one's own email, unlike a website, is considered an intimate and reserved place, so while advertising is inserted in a more natural way on a website (like advertising posters on the street), the appearance of unsolicited advertising messages in one's own email address causes irritation.