Reports

UK Consumer Device Preference Report Q1 2015

Please login or register to download the report

31 March, 2015

UK Consumer Device Preference Report Q1 2015

Movable Ink

Q1 2015: SMARTPHONES ARE FOR OPENS, DESKTOPS & TABLETS ARE FOR CONVERSIONS

Movable Ink’s UK Consumer Device Preference Report was first released in 2013 and provides deep insight into consumers’ adoption and use of smartphones, tablets, and desktop computers, and how they engage with email while using their preferred devices.

The Q1 2015 edition is the fifth UK device report and shows that mobile devices have become a dominating force in email marketing, accounting for the majority of email opens in the UK.

KEY FINDINGS

• Mobile Conversions are Happening, Just Not On Smartphones. M-commerce has been lagging behind desktops for years. Our analysis of 27,305 retail emails shows that might be changing, but only for tablets – approximately 37% of email conversions took place on tablets, compared
to 39% on desktops. Smartphones accounted for 25% of conversions.

 Mobile Email Opens Keep on Growing. Mobile email opens hit an alltime high for Q1 2015 – 71% of emails were opened on smartphones and tablets, compared to 29% on desktop.

Desktops Reign Supreme for Click-Throughs. In our analysis of 2.2 million emails, we found that desktops account for approximately 39% of clicks. Smartphones account for 34% and tablets for 28%.

• London Remains Tablet-less. Once again, we found that London, while boasting the highest number of smartphone email opens (47%), had the lowest number of email opens on a tablet (22%).

• Android Users are Patient and Engaged. Our results found that Android readers tend to read emails a lot longer than other users, with 51% staying on emails for 15 seconds or longer, compared to 41% of iPhone users and 36% of desktop users.

• Smartphones Dominate the Mornings. If you send emails early in the morning, make sure they’re designed for small screens – from right after midnight all the way to 7:30, more than half of all emails are opened on smartphones.


 

This report is available free to members, either login to your account or register to access now. Free membership enables full access to our knowledge centre.

Login to DownloadRegister to Download

Recommended reports

See all
How Consumer Electronics Brands are Shifting Strategies to Compete

How Consumer Electronics Brands are Shifting Strategies to Compete

zoovu
Zoovu
Read more
How to Offer 1:1 Consultation Across Your Digital Channels

How to Offer 1:1 Consultation Across Your Digital Channels

zoovu
Zoovu
Read more
Human-to-Human Consultation: Increase Sales and Uncover Preferences

Human-to-Human Consultation: Increase Sales and Uncover Preferences

zoovu
Zoovu
Read more
The Evolution of Custom Ranking Factors With Machine Learning

The Evolution of Custom Ranking Factors With Machine Learning

Searchmetrics
Searchmetrics
Read more

Latest reports

See all
E-Commerce Evaluator's Guide

E-Commerce Evaluator's Guide

Episerver
Episerver
Read more
Marketing in a Post-Covid World

Marketing in a Post-Covid World

Mention Me
Mention Me
Read more
The #1 Secret Smashing Your Email Marketing KPIs

The #1 Secret Smashing Your Email Marketing KPIs

Cheetah Digital
Cheetah Digital
Read more
Driving Growth by Turning Acquisition to Advocacy

Driving Growth by Turning Acquisition to Advocacy

Cheetah Digital
Cheetah Digital
Read more
Common Pains of e-commerce Website Migration - and how to avoid them

Common Pains of e-commerce Website Migration - and how to avoid them

Virto Commerce
Virto Commerce
Read more