Smartphones and tablets are being used to check emails 65 percent of the time in the U.S.
According to a recent report that was released by Movable Ink has shown that mobile marketing is taking off with potential, as a tremendous number of Americans use their smartphones and tablets to check their emails.
Only 35.25 percent of emails were being opened over desktop and laptop computers.
The research showed that smartphone are used to open emails 48.23 percent of the time and tablets are used for opening emails 16.52 percent of the time. This means that advertisers that are looking for a way to truly appeal to customers will need to make sure that they place a focus on mobile marketing with their email campaigns. After all, when the stats form tablets and smartphones are combined, these mobile devices make up the vast majority of the email openings.
The report showed that these mobile marketing and email figures have increased over the quarters.
The results of the Movable Ink research were revealed in the “US Consumer Device Preference Report: Q4 2013”. In the last quarter of 2013, approximately 65 percent of marketing emails were opened on a tablet or smartphone. When compared to the third quarter of that year, this was an increase of 4 percent. Similarly, within that same span of time, desktop email opens dropped from 39 percent to 35 percent.
The research also produced the following insight:
• The most amount of email viewing time is put in by iPhone users. Among them 38 percent spent 15 seconds or more looking at each of the emails. Android users came in second, as 35 percent of them did the same.
• Tablets have been growing in popularity, as 16 percent of the emails were opened over those devices, which was a rise of a full percentage point over the previous quarter. Android tablets were used to open only 1.8 percent of the total emails, but this is still a notable figure as it is double what it had been in the previous quarter, at 0.9 percent of the total opened emails.
This year is likely to be a truly defining one in terms of mobile marketing and establishing some of the foundation trends for the future.