A recent study conducted by Blue Hornet shows that consumers read emails most often on a smartphone (36.4%) or tablet (6.9%) as opposed to a desktop or laptop computer. It should be noted that the overwhelming majority (84.5%) of the survey sample owns an email-enabled mobile phone. Results from the survey indicate that a mobile email can drive many to a purchase, but that lack of mobile optimization can fuel a mass drive away to unsubscribe.
Respondents were asked what they do if they “get a mobile email that doesn’t look good.” Respondents most commonly said they simply delete it (80.3%, up from 69.7% last year). But, 30.2% said they unsubscribe from the service that is a big jump from 18% who said the same last year. By contrast, fewer respondents this year said they look at the email on their computer (13.5% vs. 17.7%) or read it anyway (6.3% vs. 7.6%).
Survey-based research of this kind needs to be treated with some caution, though. While 13.5% this year said they would read the email on their computer, recent data from Knotice reveals that close to 98% of email opens occurred on only one device during H2 2012, indicating that, “the myth of multiple opens” continues. What is meant by this? People look at an email only once, its first come first served and if the service is via a mobile device, then the email should look good.
Roughly three-quarters of the respondents said they sometimes (55.3%) or always (20.4%) use their mobile device to sort through their emails before reading them on their desktop. That’s up from 68.6% in 2012.
Again this is a case of “the devil being in the detail.” The amount of time it takes to optimize for mobile devices is small, but well worth it as the above number points out.
About the Data: The questionnaire for the survey was developed by Blue Hornet with assistance from Flagship Research. The survey was administered to a national panel of 1,002 consumers across the United States between the ages 25 and 40 who live in urban or suburban areas; 77% of whom are employed and 76% with an income over $35,000.