Dive Brief:
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Mobile devices (smartphones and tablets) accounted for 66% of opened emails in Q1 this year, up from 65% in Q4 2013 and 62% in Q2 2013, according to email marketing platform company Movable Ink’s US Consumer Device Preference Report.
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Use of tablets to open email grew the most, taking away from smartphone and desktop use.
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Mobile email opens peak early in the morning, while tablet use peaks in the evening. Movable Ink aggregated data from its agileEMAIL platform between Jan 1 and March 31, including more than 150 clients in retail, media, financial, telecommunications, and travel companies.
Dive Insight:
People, in this case marketers, continue to use mobile devices more often to open their emails, underscoring the importance of optimizing messages for mobile. One of the more interesting revelations in this report is the breakdown of smartphone use, which peaks in the morning, and heavier tablet use in the evening.