Just Released: The Q3 2014 US Consumer Device Preference Report

Consumer Device Report

The 2014 holiday season is upon us!  Our quarterly U.S. Consumer Device Preference Report is out and has deep insight into how consumers engage with their devices, the popularity of these devices, and how device preferences varies across the nation; use this information wisely to target and personalize your holiday email campaigns. Unlike other studies, this data set exclusively includes results from large, enterprise B2C marketers. The report is free for you to download, and you can get a copy here.

It may not be a surprise that the Q3 2014 report strongly confirms that U.S. consumers prefer to use their smartphones to read email, with the device accounting for 48% of all email opens, but did you know retail consumers tend to show a mobile preference while finance and automotive consumers show a desktop preference? This quarter’s report goes on to break down device use and other engagement metrics by six major verticals (automotive, financial services, media/entertainment/publishing, retail apparel, retail non-apparel, and travel/hospitality).

“The U.S. Consumer Device Preference report confirms that sending responsive email is no longer a luxury, but a necessity to success,” said Vivek Sharma, Co-Founder and Chief Executive Officer of Movable Ink. “Mobile devices continue to outpace desktop computers as the preferred device for email, putting an emphasis on responsive mobile ready email for holiday. We are excited to help our clients convert more mobile traffic than ever this holiday season with our new responsive design tools that are live within agileEMAIL and our free hosted email design tool Inkbrush.”

Key findings include:

  • New to the report for Q3 is how consumer behavior and device preference varied by vertical. Longer email read lengths were seen when consumers preferred desktops and shorter read lengths occurred when consumers preferred smartphones in a particular vertical.
  • – Tablet use picked up again during the quarter and well accounted for almost 40% of opens during prime after work hours.
  • – Apple’s iOS devices continued to widen its lead over Google’s Android devices. However, Android users stay engaged longer with email.

The full report is available as a free download here.

About the Movable Ink “U.S. Consumer Device Preference Report: Q3 2014”

The Q3 2014 U.S. Consumer Device Preference Report is based on data collected through Movable Ink’s agileEMAIL platform between July 1, 2014 – September 30, 2014. They reflect aggregate statistics across Movable Ink’s customer base, which includes more than 200 enterprise B2C & B2B marketers from the retail, travel, financial, media, and telecommunication industries. Because determining email opens requires images to load, the percentages for some devices might be over or underrepresented.

If you have any questions about the report or if we can help you get responsive for the holiday season contact us at contact@movableink.com.