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UK Consumer Device Report Q2 2015
Q2 2015: A CHANGE OF PACE FOR MOBILE EMAIL PERFORMANCE
Movable Ink’s UK Consumer Device Preference Report was first released in 2014 and provides deep insight into consumers’ adoption and use of smartphones, tablets, and desktop computers, and how they engage with email whilst using their preferred devices.
This edition of the UK Consumer Device Preference Report is based on data collected from the second quarter of 2015. This report looks at the continuing adoption of mobile devices in the UK, as they are poised to become the primary platform for both email opens and conversions.
• Mobile opens steadying. In our Q1 report, mobile devices (smartphones and tablets) accounted for 71% of all email opens. In Q2, we studied 47 million emails and discovered that this number had declined to 69% - the same as we saw in Q4 2014. Despite decreasing, the UK still has a slight lead on the US when it comes to email opens on mobile devices, with the US reaching 68% in Q2.
• Mobile conversions slow in the UK. This quarter, we discovered that email conversions from mobile devices had decreased when compared to the previous quarter. We found that 59% of email conversions were from mobile devices, down 3% from the previous quarter. This reduction was caused by poor smartphone conversions, which fell from 25% in Q1 to 22% in Q2.
• Tablet users spend less time in the inbox. Tablet users have the shortest attention span when it comes to reading their emails, spending less than 3 seconds on 43% of the emails they open. Smartphone users spend the most time reading their emails, with Android users being the most engaged, spending over 15 seconds on 49% of their emails.