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M-commerce still has some way to go, but when it comes to consumers opening emails on mobile then smartphones win hands down it seems.
The latest quarterly report from Movable Ink, entitled the UK Consumer Device Preference Report, shows that mobile email opens hit a record high in the first quarter of this year with 71% of emails opened on smartphones and tablets compared to less than a third (29%) on desktops. The figures comprise 42% on smartphone and 29% on tablet and are up from 69% for the previous quarter on Q414.
Whilst the number of smartphone emails was highest in London at 47%, the city actually had the lowest number of email opens on a tablet at 22%.
When it comes to click through of such emails, the results were fairly balanced with desktop click throughs accounting for 39% of clicks, smartphones for 34% and tablets for 28%.
The research showed that mobile conversions are happening but it is desktop that wins over smartphones with 39% of conversions taking place on desktops. However when it comes to mobile devices combined mobile still wins with 37% of email conversions taking place on tablets and 25% on smartphones.
The study also stressed the importance of timing for email marketing, pointing out with more than half of all emails sent from midnight to 7.30am opened on smartphones, their content should be designed with the small screen in mind.
