4 in 10 Gmail Users: Tabs Interface Means Less Time Viewing Promo Emails

September 9, 2013

This article is included in these additional categories:

Digital | Email | Promotions, Coupons & Co-op | Youth & Gen X

StrongView-Gmail-Users-Tabs-and-Promo-Emails-Sept2013Early analyses of Gmail Tabs have indicated that the changes haven’t been as detrimental to email marketers as once feared. And a new survey from StrongView (formerly StrongMail) suggests that young Gmail users find it easier to manage their inboxes as a result of the switch. But while Gmail users appear generally favorable to the new interface, they also believe that it has negatively affected their interaction with promotional emails from their favorite brands.

Asked how the Promotional Tab has affected their interaction with promotional emails from their favorite brands, about three-quarters of respondents said there has been no change. However, 19% said it has made them interact with those emails less, versus just 4% who believe their interactions have increased as a result. Among younger users (aged 18-24), the trend is more problematic: two-thirds say their interactions haven’t changed, but fully one-third believe they’re interacting with promotional emails less, and none indicate that their interactions have increased.

What’s more, respondents indicate that they’re spending less time viewing promotional emails as a result of the new Tabs inbox. 4 in 10 respondents said they spend less time with them overall, versus 7% spending more time. In this case, younger users were more divided – with 23% saying they spend less time, compared to 15% spending more. As a result, a minority 45.9% of younger respondents say they check the Promotional Tab more than once a week, as do roughly 49% of respondents overall.

Other Findings:

  • About one-third of respondents say they primarily access their Gmail account from their smartphone.
  • 7 in 10 haven’t changed any of the default settings for Gmail Tabs.
  • None of the 18-24-year-olds said that Gmail Tabs has caused them to lose any emails from their favorite brands.
  • 3 in 4 respondents believe Gmail Tabs is accurately sorting their messages to the correct tabs.

About the Data: StrongView’s Gmail Tabs consumer reaction survey was conducted from August 9-14, 2013, using Google Consumer Surveys. The survey had 4,623 respondents from across the United States.

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