Texas is the most smartphone friendly state in the country, with over 53% of marketing emails opened on smartphones. WFAA-TV, the ABC affiliate station for the Dallas/Fort Worth metro area, recently shared these findings from our US Consumer Device Preference Report, Q3 2013 in the above TV broadcast.
Do you live in a smartphone state or a desktop state? The chart below gives a look at the top 5 states for smartphone and desktop use, based on the percentage of email opens per device. Download the full report to see a detailed breakdown by state, as well as more device use findings based on Movable Ink’s aggregate email open data from over 100 enterprise B2C brands.
iPad dominates when it comes to brand marketing email opens on tablets, according to Movable Ink’s latest research, the US Consumer Device Preference Report: Q3 2013. The data reveals that despite the nearly equal market share between the two, consumers are 15 times more likely to open brand emails on an iPad than on an Android tablet.
“This quarter’s report shows that tablets are gaining momentum, quickly becoming a primary driver of email marketing interactions,” said Vivek Sharma, Co-Founder and CEO of Movable Ink.
The report, based on aggregate email open data from over 100 enterprise B2C brands, offers critical insights into the current email marketing landscape:
The growing role that tablets are playing in the mobile shift
The latest in the battle between iOS and Android
Differences in email engagement across smartphones, desktops, and tablets
Chart is based on data collected by Movable Ink’s Advanced Analytics platform between April 1 – 30, 2013. The chart reflects aggregate statistics across Movable Ink’s customer base, which includes more than 100 enterprise B2C marketers from the retail, travel, financial, media, and telecommunications industries. Read length is ascertained through a Movable Ink tracking pixel embedded in the email.
Below is a collection of reactions to this infographic from the Movable Ink team. What do you think about the data? Add your comments below, or share reactions on Twitter by mentioning @movableink.
“On mobile devices with smaller screens, it takes longer to read the entire content of an email. Read length might therefore be inversely correlated to device size, usability, and readability.” – Olivier Lauzon, Senior Engineer
“Folks on mobile devices are oftentimes multitasking—walking and reading, having a conversation while the inbox is open, etc. Maybe these users are getting distracted while their email messages are still open!” –Lee Bankewitz, Director of Engineering
“The mobile experience provides windows of time for immersion into content. Little moments, like waiting for a train or standing on line to pay for something, may provide those precious 15 seconds that allow us to spend more time reading through an email. This is likely one aspect of why we are seeing longer email read lengths on mobile phones.” – Jason Valdina, Vice President of Product