In Q2 consumers opened nearly 70% (68%) of their marketing emails a phone or tablet, about 52% on a smartphones, according to a report from email marketing firm Movable Ink. iPhones saw emails opened 42%; Android phones 9.72%.
But consumers actually most often made their purchases on their desktops—desktop conversions increased from 37% in Q1 to 52.6% in Q2. Smartphone conversions saw a 29.3% increase and tablet conversions saw 18.1%.
Movable Ink analyzed 267,000 conversions from email in Q2 (April to June), compared to 57,000 conversions in Q1, using its customer base of 250 brands from the retail, travel, financial, media, and telecommunications industries.
Movable Ink’s previous Q1 analysis that showed mobile conversions surpassing desktop hasn’t stood; in Q2 desktop conversions took their previous place of pride. What’s going on?
For one thing, the email marketing firm vastly increased its pool of emails, and that may have accounted for part of the correction.
In any case, this report is a fairly clear indication that mobile isn’t a completely purchase-friendly ecosystem yet.
“When you look at the device preference breakdown for email opens, we see that mobile wins at almost 70%,” the report states.“Why are conversions from mobile email not at the same level? We believe it to be an indicator of the click-through experience. It’s not enough to build mobile-friendly emails. You must have a mobile-friendly site to complete the experience.”