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US Consumer Device Preference Report Q3 2015

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30 September, 2015

US Consumer Device Preference Report Q3 2015

Movable Ink

Q3 2015: Mobile Opens Begin to Plateau

Movable Ink’s US Consumer Device Preference Report was first released in 2013 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 US Consumer Device Preference Report is based on data collected in the third quarter of 2015, July through September. This Q3 report shows mobile email open growth slowing down but a continuing trend towards mobile in other categories.

KEY FINDINGS

• The steady growth in mobile email opens has slowed and shows signs of a plateau. We’ve seen consecutive quarters of increasing email opens on mobile devices over the past year, but Q3 experienced a slight dip. Mobile accounted for 67% of all opens in Q3 — a 1.08% drop from Q2.

• Only one vertical audience remains on the desktop-open preferred list. In Q3, 50% of the non-profit audience opened emails on a desktop computer. We’ve watched the desktop preference group shrink over the last two years and will keep an eye on the non-profit group to see if
there will be an eventual shift to mobile as we expect. 

• Retail apparel consumers show a significantly higher level of comfort converting on mobile devices than other industries. With 67% mobile conversions, it’s the only consumer group that prefers spending money on mobile over desktop.

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