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Canadians change hair colour before email
by Ruud Hein.
Time and time again we’re putting the same argument forward in e-commerce conversations: “…because Canadians are loyal.”
Still, it took us by surprise too that Canadians are almost twice as likely to change the colour of their hair (45%) than to change Hotmail address (23%).
Extremely long customer retention periods are the result, no doubt helped by the untransparent processes involved in switching away from Hotmail while bringing all your information with you.
62% of the Canadian Hotmail users have been with Hotmail for over 5 years.
The web-based email market is one that can count on very, very loyal customers.
Canadians use their Hotmail account as a sort of personal information manager or digital organizer in which they also archive important documents and photos.
Probably partly because of that a whopping 84% of Hotmail users indicate they keep one web-based account throughout job changes, relocations, ISP switches, etc.
Canadians — it’s good to get to know each other.
* data powered by Ipsos market research
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As posted in Canada on May 28, 2007.
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