E-mail addresses are changed at the rate of 31% per year, causing 53% of those consumers to lose touch with personal and professional contacts, as well as preferred Web sites, according to a study by NFO WorldGroup.
The turnover is driven by Internet service provider (ISP) switching, job changes and consumer efforts to avoid unwanted solicitations, or spam, according to the study, commissioned by online list hygiene firm Return Path.
Loss of contact with valued Web sites and e-newsletters occurs most often. Young adults (53%) are significantly more likely to lose contacts than older individuals (42%).
“In addition to the impact on consumer relationships identified, there is a real and significant subsequent financial impact on reputable businesses that rely on e-mail to communicate with their customers,” said Return Path CEO Matt Blumberg, in a statement.
The survey, conducted in August, polled 1,015 consumers from NFO WorldGroup’s online panel of U.S. e-mail users over the age of 18 and is representative of U.S. online households, the firm said.
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