We’re delighted to announce the release of our first-ever UK Consumer Device Preference Report, which looked at aggregate data across all of our UK-based clients in Q1 2014.
What we’ve been calling “The Mobile Takeover” is in full effect across the Atlantic — in fact, even more so than here in the United States. 72 percent of all email opens took place on mobile devices in the UK in Q1, compared to 66 percent in the US.
Strikingly, tablet opens in the UK are already at near parity with desktop opens (26 percent and 28 percent, respectively). This mirrors the trend we’re seeing in the US, and confirms our view that tablets are on their way to becoming the “household PC of record” for consumers’ personal computing needs.
Some other key findings from the “UK Consumer Device Preference Report: Q1 2014” include:
• Apple asserts its dominance over Android. iPhones and iPads accounted for 62% of all opens
in Q1 compared to just 9% for Android devices. And iPads had a share of opens more than 14 times greater than Android tablets.
• The South East & North West regions of the UK are email marketing hotspots. When it came to opening emails, London, the South East of England, and the North West of England were this quarter’s regional winners with around 50% of all the UK’s measured opens coming from those locations.
• Tablets own the night. Smartphones rule the roost during the early hours and throughout the
middle of the day. As the afternoon turns to evening, tablet usage explodes taking share from
the smartphone and desktop pie.