{
  "schema_version": "1.1",
  "id": "91-percent-of-us-consumers-use-email-daily",
  "slug": "91-percent-of-us-consumers-use-email-daily",
  "url": "https://groundedkit.com/claims/91-percent-of-us-consumers-use-email-daily/",
  "api_url": "https://groundedkit.com/api/claims/91-percent-of-us-consumers-use-email-daily.json",
  "claim": "91% of US consumers use email daily",
  "commonly_cited_as": "\"91% of consumers check email every day\"",
  "verdict": "outdated",
  "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.",
  "confidence": "medium",
  "rating": {
    "value": 3,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "McKinsey & Company",
    "title": "Why marketers should keep sending you e-mails (Jan. 1, 2014)",
    "year": "2014"
  },
  "quote": "That’s because 91 percent of all US consumers still use e-mail daily, 1 and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.",
  "method": "Cited in a McKinsey article to a footnoted third-party source not shown on the web page.",
  "drift": [
    "Age: about 2013",
    "Secondary citation; original survey not shown"
  ],
  "interest": "McKinsey sells marketing consulting.",
  "safe_rephrasing": "A 2014 McKinsey article cited a figure that 91% of US consumers used email daily; it is over a decade old and secondhand.",
  "sources": [
    {
      "title": "McKinsey — Why marketers should keep sending you e-mails (2014)",
      "url": "https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/why-marketers-should-keep-sending-you-emails",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "Data from around 2013",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}