Consumer Device Preference Swaying Back Toward Desktops, but Mobile Still Dominant

New research from Movable Ink shows smartphones account for almost 1 out of 2 consumer brand marketing emails opened.

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This map shows if each of the 50 states preferred mobile devices or desktops for email during Q2 2014.

This map shows if each of the 50 states preferred mobile devices or desktops for email during Q2 2014.

...marketers have to be ready for their emails to be opened anywhere, at any time, on any device. Having that type of agility in your email program will pay huge dividends during the upcoming holiday season.

New York, NY (PRWEB) August 27, 2014

Movable Ink, an innovator in real-time agile marketing, announced the latest findings from the Q2 2014 U.S. Consumer Device Preference Report today. The quarterly report provides deep insight into the popularity of various devices, examines differences in consumer engagement based on the devices they use, and shows how device preferences vary across the nation. Unlike other studies, this data set exclusively includes results from large, enterprise B2C & B2B marketers.

The Q2 edition revealed the continued strength that smartphones have as the preferred device for email in America, accounting for 46% of all messages opened. However, by geography, desktops rebounded and reclaimed preferred device status in eight more states this quarter, accounting for a total of 37.5% of all opens. The previous edition of the report highlighted the growth of consumer tablet use. Overall, tablets pulled back 2%, accounting for 16.5% of email opens during the quarter.

“Over the last year and a half, we have seen a quick progression from desktop use to mobile dominance in email,” said Vivek Sharma, Co-Founder and Chief Executive Officer of Movable Ink. “With desktops rebounding in Q2 of 2014, it shows that marketers have to be ready for their emails to be opened anywhere, at any time, on any device. Having that type of agility in your email program will pay huge dividends during the upcoming holiday season.”

Key findings include:

  • The gap between mobile devices and desktop computers used for email closed a little bit over the quarter. In total volume, desktops gained 4% on smartphone and tablet devices, returning to similar levels from a year ago.
  • Tablet use also pulled back a little bit during the quarter, but they further established their place during the nighttime hours and over the weekend. One in five emails opened on Saturday and Sunday in Q2 were on a tablet.
  • Apple’s iOS devices continued to widen its lead over Google’s Android devices. iOS devices accounted for 55.7% of all emails opened, while Android accounted for 6.4%. However, Android users stay engaged longer with email. 53% of Android users viewed emails for 15 seconds or longer, a 13% increase over Q1 2014.
  • Mobile optimized email matters. Smartphone use peaks in the morning, but stays dominant throughout the day. At any given point, there are more emails being opened on a smartphone than on a desktop or tablet. This puts an emphasis on mobile optimized email, and marketers should take advantage of it.
The full report is available as a free download here.

About the Movable Ink U.S. Consumer Device Preference Report: Q2 2014:

The U.S. Consumer Device Preference Report is based on data collected through Movable Ink’s agileEMAIL platform between April 1 – June 30, 2014. They reflect aggregate statistics across Movable Ink’s customer base, which includes more than 150 enterprise B2C & B2B marketers from the retail, travel, financial, media, and telecommunication industries. Because determining email opens requires images to load, the percentages for some devices might be over or underrepresented.

About Movable Ink:

What happens in the moment influences how we act and how we remember it. Shouldn’t marketing do the same thing? Movable Ink enables brands to market in the moment with real-time digital content delivered at scale in email. Hundreds of innovative brands such as American Eagle Outfitters, Time Inc., Lilly Pulitzer, and Finish Line have increased engagement, conversions, and ROI by using Movable Ink’s agile marketing solution to plan, create, and execute campaigns that adapt to each individual consumer the instant they engage. The company is headquartered in New York, New York with an office in London, England. For more information, please visit http://www.movableink.com.


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