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How Often Are Direct Messages, E-mail and LINE Messages Checked?
Twenty Percent of People Who Use a Certain Type of Mailbox Do Not Check It Every Day

March 26, 2018

DigitalHybrid Company TOPPAN FORMS. CO., LTD. (TOPPAN FORMS hereunder) conducts a range of voluntary surveys to find out about consumers and their awareness.
TOPPAN FORMS has conducted a survey to learn how often consumers check their mail, as well as messages sent via e-mail, Short Message Service (SMS), LINE and other applications. The survey revealed that nearly 20% of consumers who use a certain type of mailbox do not check it every day, contrary to the conventional belief that people check their mailboxes daily.
In actual communication measures, the response rate differs according to the contents of the communication, delivery time, offers and other conditions. The survey results revealed consumers’ awareness, which is reflected in how often they actually check communications sent by each channel.

*LINE is the most popular instant messaging application in Japan.

Outline of the survey results

  • 1. Nearly 20% of subjects who live in condominiums and apartments and use collective mailboxes do not check the mailbox every day.
  • 2. Comparison of the frequency of checking each type of notice by age group shows that the frequency of checking mail is highest for all age groups.
  • 3. There is no significant difference in the time of checking the contents between communications delivered to mailboxes and ones delivered to mobile terminals.
Form of a mailbox

The survey was conducted partly reflecting the fact that the environment for receiving communications, such as mail and e-mail, has changed due to changes in the types of residences and lifestyles of consumers.
With regard to mail, for example, when to send a communication would usually be determined based on the assumption that consumers check their mailboxes every day. However, we suspected that some people do not check their mailboxes every day, reflecting the abovementioned changes in consumers. In recent years, the time to send notices can be elaborately planned because of the evolution of technologies, such as marketing automation (MA). However, it is impossible to know whether the information was delivered at the time desired by the sender unless it is verified when the recipients checked the communication. We thought that learning how consumers check communications was essential for enabling senders to send communications at an optimal time, which is why we conducted this survey on the receipt of notices.
Based on the survey results, LABOLIS, a TOPPAN FORMS'marketing support solution, will provide comprehensive support, from the planning of the optimal time for customer communications to operation and implementation.

■Detailed report of the survey results is available for download at the following address.
URL:http://labolis.toppan-f.co.jp/knowledge_dl/

About LABOLIS

We work with our clients to discover and plan optimum solutions to their issues in customer communication plans through services that make use of scientific approaches, including questionnaire-based consumer surveys, eye-tracking and customer data analysis.
■ Details of LABOLIS are available at the following:
 URL:http://labolis.toppan-f.co.jp

Outline of the research

  • Survey method: Web questionnaire
  • Subjects: Men and women aged 20 or older who reside in Japan
    (1) 300 subjects who reside in single-family houses
    (2) 600 subjects who reside in condominiums and apartments and use collective mailboxes
    (3) 100 subjects who reside in condominiums and apartments and use mailboxes attached to entrance doors
  • Number of valid responses: 1,000 (100 each from each gender in the following age groups: 20s, 30s, 40s, 50s and 60s and older)
  • Survey period: January 19 to 22, 2018

In this survey, the term mail means notices dropped in mailboxes and also includes items sent through means of communication other than by postal service.

≪Request concerning the statement of our name in the reproduction or citation of this press release≫
Please be sure to state our name when you cite or reproduce this press release.
Example: According to a survey conducted by TOPPAN FORMS LABOLIS…

Survey results

  • 1. Nearly 20% of subjects who live in condominiums and apartments and use collective mailboxes do not check it daily.

For subjects who check their mailboxes mostly by themselves, we asked how often they check their mailboxes. It was found that only about 80% of respondents living in condominiums and apartments (collective mailboxes) check them every day and the remaining nearly 20% do not check them every day.
Among subjects who live in single-family houses or condominiums and apartments (mailboxes attached to entrance doors), more than 90% answered that they check the mailbox every day, showing that the frequency of checking the mailbox was lowest for subjects living in condominiums and apartments (collective mailboxes).
We infer that this is because collective mailboxes are less likely to be installed along the traffic line of residents than ones of single-family houses and ones attached to entrance doors of condominiums and apartments.

(Table 1)How often do you check your mailbox?
  • 2. Comparison of the frequency of checking each type of notice by age group shows that the frequency of checking mail is highest in all age groups.

The contents of mail is checked most frequently, followed by e-mail and SMS, showing that the longer the service is used, the more often its contents is checked. A breakdown by age group (Table 3) shows that mail is ranked first and e-mail is ranked second in all age groups. Further, the frequency of checking both mail and e-mail increases in proportion to the age of the respondents, except among those in their 30s, who check both slightly less frequently than those in their 20s.
Concerning SMS, LINE and other applications, the following differences were observed among age groups.
 - Among young respondents,the number of users is large, but the number that do not check the contents of a communication every time they receive one is also large.
 - Among older respondents, the number of users is not large but many check the contents of a communication every time they receive one.
In other words, many older users check the contents of a communication every time they receive one. Therefore, it is believed that if the number of older users increases in the future as a result of the spread of smartphones, those applications will be useful for approaching them.

(Table 2)How often do you check the contents of communications from companies delivered via each type of media below?
(Table 3)Percentage of confirmation of notification (by age)
  • 3.There is no significant difference in the time of checking the contents between communications delivered to mailboxes and ones delivered to mobile terminals.

The probability of being checked on the day of delivery for the communication is highest for Mail, being 82.5%, and lowest for Other applications, being 70.8%. This shows that communications delivered to mobile terminals, which are always at hand, are not checked immediately, and mail is more likely to be checked on the day of delivery. However, day is the unit of time used for this survey, and the time of checking the communications on an hourly basis was not studied.
It was also found that while all communications other than mail are delivered to mobile terminals such as smartphones, the time of checking their contents differs among channels, although not significantly.

(Table 4)When do you open and check the contents of communications from companies delivered via each of the following channels? (Select one answer for each.)
  • *DigitalHybrid and LABOLIS are registered trademarks of TOPPAN FORMS. CO., LTD.
  • *LINE is a trademark or registered trademark of LINE Corporation.
  • *In this press release, survey result values are rounded to the nearest tenth.
Public Relations Department
General Affairs Division
TOPPAN FORMS CO., LTD.
1-7-3 Higashi Shimbashi, Minato-ku, Tokyo 105-8311, JAPAN
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