Email Access Increasingly Done through Mobile: Report

By CIOReview | Tuesday, August 25, 2015
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FREMONT, CA: Movable Ink, the contextual experience engine for innovative email marketers in their recent study reveals that while mobile email opens is on the rise, desktop conversions soared in the second quarter this year bringing mobile conversions at par with desktop conversions.

Movable Ink ‘s ‘Consumer Device Preference Report’ throws light on the most popular devices, examining the differences in consumer engagement based on the devices they use the report portrays  how device preferences vary across the nation. The study is exclusively made from large, enterprise B2C (Business to Consumer) & B2B (Business to Business) marketers.

According to the research report, mobile continues to dominate email opens in Q2 2015 with 68 percent while desktop conversions takes over mobile conversions by 6 percent with respect to the analysis made on 267,000 email conversions. When it comes to mobile conversions, iPhone surges with 19 percent out running the Android phones. The report also broke down email opens by time of day, industry vertical and geography, as well as the length of time consumers read an email per device. In addition the research also points out that Tablet users spend less time in the inbox

“The fact that mobile email opens continue to rise, but conversions didn’t keep pace this quarter may shed light on the mobile click-through experience. Building mobile-friendly emails is one thing, but responsive sites that make mobile shopping easy are a must to complete the experience,” says Vivek Sharma, Co-founder and Chief Executive Officer of Movable Ink.