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Showing posts with label Mobile Email. Show all posts
Showing posts with label Mobile Email. Show all posts

June 21, 2012

May 2, 2012

CTR Conversion Rates: Desktop vs Mobile

Source: via Sumit on Pinterest

  • 82% of smartphone users check and send email with their device. Source: Google (April, 2011)
  • 90 million Americans access email through a mobile device, with 64% doing so on a near-daily basis. Source: ComScore (January, 2012)
  •  27% of all emails are opened on a mobile device. 20.6% from smartphones, 6.8% from tablets. This is up from 13.4% in Q4 2010.
  •  iPhone and iPads combine to account for over 22% of all email opens. Android phones and tablets account for just under 5%
  • The iPhone accounts for nearly 70% of all email opens on a mobile phone, the iPad accounts for 97% of all opens on tablets. • Over 95% of emails are only opened on one device. Very few users open emails on mobile first and save for desktop later. Source: Knotice Mobile Email Opens Report (April, 2012)
  • In February 2012, customers using the Litmus Email Analytics product saw an even split between mobile, desktop and webmail opens. Source:The Mobile Future For Email (March, 2012)
  •  90% of smartphone owners access the same email account on mobile and desktop. Source: Exact Target 2011 Channel Preference Survey
  • 43% of mobile email users check email four or more times per day compared to 29% of those who do not use mobile email. Source: Merkle “View From the Digital Inbox 2011″
  • 70% of consumers delete emails immediately that don’t render well on a mobile device. Source: BlueHornet “Consumer Views of Email Marketing” (January, 2012)
  • 38.5% of mobile internet internet time is spent using mobile email. Source: Nielsen (May 2010)

  •  35% say they are “somewhat likely” to make a purchase from a mobile email Source: Marketing Vox (April, 2012) 

  • 16% of US smartphone owners say they have complete at least one purchase as a direct result of a marketing message they received on their smartphone. Source: ExactTarget “Mobile Dependence” (2011)

March 25, 2011

Mobile Email Open Rate by Industry

This chart provided by Knotice shows how customer behavior and the brand relationship influences the penetration of mobile in the email channel by industry segment. For example, a much smaller percentage of people read business-to-business emails from their mobile device (3.03%) as compared to emails from retailers (20.08%) or information from financial services (19.38%) where there is a deeper, more personal brand relationship. One must consider the situational context of mobile use as it pertains to brand.

Consumer behavior and the context of the brand interaction is a key factor. Above is a comparison of two distinct brands managed by the same company. Both are considered high-end brands offering lifestyle consumer goods and home furnishings. While both brands are upscale, the brand identified as “Family” targets professional, style-conscious parents with younger children while the brand identified as “Metro” targets younger and pre-family consumers in a more metropolitan setting.

Both have seemingly high penetration of email opens via mobile. However, note the 10% difference between the two. Be aware that many factors come together to influence mobile results, but the demographic profile of the customer always plays a significant role. It’s critical that marketers not only track and measure mobile interactions for their own campaigns, but do so within specific customer segments, where demographics can dramatically influence results and guide when and how email campaigns should be mobile optimized.

Statistics On "Mobile Email Consumption

Mobile Email Usage
3 Month Avg. Ending Nov. 2010 vs. 3 Month Avg. Ending Nov. 2009

Total U.S. Mobile Subscribers Ages 13+

Source: comScore MobiLens
  Total Mobile Audience (000)
Nov-09 Nov-10 % Change
Used email ever in month 51,639 70,105 36%
Used email almost every day 31,161 43,477 40%

According to Nov 2010 comScore data for US consumers, some 70 million mobile users accessed email through a mobile device, with 43.5 million doing so on a near-daily basis.

Mobile Email Now Mainstream 

 While web-based email has witnessed a decline over the past year, email usage via mobile devices has experienced significant growth, driven largely by increased smartphone adoption. In November 2010, 70.1 million mobile users (30 percent of all mobile subscribers) accessed email on their mobile, an increase of 36 percent from the previous year. Daily usage of email showed an even greater increase growing 40 percent as 43.5 million users turned to their mobile devices on a nearly daily basis for their email communication needs.

Mobile Email Usage by Demographic Segment
3 Month Avg. Ending Nov. 2010
Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens
Males 114
Females 87
Age 12-17 106
Age 18-24 146
Age 25-34 160
Age 35-44 124
Age 45-54 88
Age 55-64 50
Age 65+ 25
*Index – (% mobile email users / % mobile users)*100. Index of 100 indicates average representation

The same company's Mobile Year in Review 2010 report revealed that personal email was the biggest content consumption category for mobile users, with more users checking personal email on a smartphone than participating even in social networks. 

Nielsen research on what mobile users do online showed email to be the most popular activity, accounting for 38.5% of mobile internet time. The next most popular activity was social networking (10.7%).

Knotice tracked email opens across over 150 million emails in Q4, 2010. Mobile devices accounted for 13.36% of opens. The most popular device for reading mobile emails was the iPhone (8.74% of all opens) followed by the iPad (2%) and Android devices (1.92%).

n an August 2010 joint study conducted by Litmus and eROI, the average percentage of opens accounted for by mobile devices across the lists of 20 big-brand ecommerce, retail and publishing marketers was 12%. Again, the iPhone was the dominant mobile device, accounting for 9% of all opens.