Outdated Confidence: medium
Source found and quoted correctly, but old enough that the market has changed.
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.
What the source says
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.
McKinsey & Company — Why marketers should keep sending you e-mails (Jan. 1, 2014)
- Commonly cited as
- "91% of consumers check email every day"
- True origin
- McKinsey & Company — Why marketers should keep sending you e-mails (Jan. 1, 2014)
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2014
- Data as of
- Data from around 2013
- Last checked
- Method & sample
- Cited in a McKinsey article to a footnoted third-party source not shown on the web page.
- Drift between quote and source
- Age: about 2013
- Secondary citation; original survey not shown
- Interest
- McKinsey sells marketing consulting.