How Hungarian consumers view the email channel came under detailed scrutiny last year: 12,000 active Internet users (aged 18-64) took part in a comprehensive survey, aiming to discover people’s email usage and attitudes towards permission-based direct email.

Data was gathered from around the country by KutatóCentrum, in partnership with the Hungarian Direct Marketing Association. The survey found that only nine per cent of email users delete advertising emails without reading them first. 

The research was presented recently at the Hungarian annual conference in Budapest, by KutatóCentrum’s head of division, Enikö Barcza. She reported that 68 per cent of email users have registered for prize draws – even though more than a third of them didn’t believe they would win anything!

The research – the first of its kind specific to the Hungarian marketplace – discovered how many Internet users have email addresses (93 per cent), how much email and spam people receive daily (out of ten email users, nine receive permission-based emails, eight receive spams too) and which email address providers are preferred (75 per cent use free providers such as freemail, gmail and yahoo). 

Survey questions asked also included how often people check their mailbox (every working day – 90 per cent; at weekends – 78 per cent) and how willing they are to continue to take part in online prize draws – 79 per cent have participated several times.

For more information about the survey findings, contact Enikö Barcza, head of KutatóCentrum, email: eniko.barcza@researchcenter.hu