The report was based on data from a survey conducted in December 2016 of 1,628 Gmail users as well as an analysis conducted using Return Path's Inbox Monitor tool of 6 billion messages sent to Gmail users in October 2016.
The researchers examined how consumers are using Tabs, a Gmail feature introduced in 2013 that automatically sorts email messages into categories, such as Social, Updates, and Promotions.
Some 34% of Gmail users now use Tabs, down from nearly 100% when Return Path first examined behavior in 2013.
Some 68% of Gmail users who use Tabs have the Social tab enabled, and 60% have the Promotions tab enabled.
Less than half (45%) of consumers who use the Promotions tab say they check it at least once a day; 20% say they never check their Promotions tab.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji