UK Consumer Device Preference Report Q3 2015

Movable Ink’s UK Consumer Device Preference Report was first released in 2014 and provides insight into consumers’ adoption and use of smartphones, tablets, and desktop computers, and how they engage with email while using their preferred devices.

This edition of the UK Consumer Device Preference Report is based on data collected in the third quarter of 2015, July through September. This Q3 report shows that smartphones continue to dominate email opens, whilst desktops and tablets struggle to keep pace.

KEY FINDINGS

• Email opens on mobile devices are at their peak. Despite a dip in Q2 2015, mobile email opens are at their highest, accounting for 73% of all emails opens. This is compared to 69% in Q2 and 71% in Q1 this year. However, email opens from tablets continue to tumble, with email open rates declining for the third quarter in a row.

• Email conversions from smartphones are in decline. Conversions from smartphones in the UK have decreased by 6% throughout 2015. Having started the year with 25% of conversions, smartphones are now accountable for only 19% of email conversions.

• Amazon users engage longer. When it comes to engagement, Android users consistently read their emails for longer than their Apple counterparts, spending over 15 seconds in 54% of their opened emails. This metric is becoming increasingly important to marketers as they invest time and resource into creating engaging experiences in email.