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Fashionistas in Texas would rather read emails on their smartphone

Fashionistas in Texas would rather read your email on their smartphone than on a desktop. It’s totally true, the new “Q3 2014 U.S. Consumer Device Preference Report” from Movable Ink says so.

It’s starts with this map.

Movable Ink map

Only 14 states lean toward desktop over a smartphone when it comes to reading their email, but that number is shrinking. A year ago, more than 20 states were leaning toward the desktop while folks in Maine and Vermont were desktop all the way.

In Q3 of 2014, 11 states strongly prefer a smartphone with Michigan, Louisiana, Illinois, Connecticut, Arkansas, and Alabama coming over to the mobile side since last quarter.

I suspect there are three reasons for the change; more people have smartphones; more people have access to either good cell service, good WiFi or both; and more marketers are sending responsive emails. If you’re not one of those marketers, the world is conspiring against you and it’s time you caught up.

The Movable Ink study also looks at opens by vertical and that’s the second part of the equation.

Movable Ink Categories Retail emails have a much better chance of being opened on a smartphone than Financial or Automotive emails. Apparel had the highest smartphone rank with 53.8% of the opens. And remember, that number is only going to grow.

What’s funny to me is that Travel and Hospitality is almost an equal split. You would think that people who travel would be more likely to depend on their mobile devices for email. I also wonder if age has anything to do with these results. With no numbers to support this, I’d expect to see fewer young people on the Financial Services email list than on the Apparel list.

The downside to the device choice appears to be read length. The study shows that Automotive and Financial emails had the longest read length, Apparel had the shortest. Is the device responsible for the short read or is it the subject matter?

And what about the lowly tablet? This desktop / smartphone hybred should be the email reader of choice but it’s not. It is slowly gaining ground though with a 1% gain over last quarter. Tablets took that gain away from Desktops, dropping their open rate to the lowest point it’s been since Movable Ink started keeping track.

I’ve said it and said, so this time I’m going to let Vivek Sharma, Co-Founder and Chief Executive Officer of Movable Ink say it,

“The U.S. Consumer Device Preference report confirms that sending responsive email is no longer a luxury, but a necessity to success.”

via Marketing Pilgrim - Internet News and Opinion


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