us consumer device preference report q2 2015ink+-+us...conversions rebounded. desktop conversions...

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Q2 2015: Desktop Conversions Rebound US Consumer Device Preference Report Automotive Media, Entertainment and Publishing Internet Services Non-Profit Financial Services etail (apparel) 20.7 46.7 32.5 28.8 29.1

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Q2 2015: Desktop Conversions Rebound

US Consumer Device Preference Report

Automotive Media, Entertainmentand Publishing

Retail(apparel)

InternetServices

Non-ProfitFinancialServices

Retail(apparel)

20.7

46.7

32.5

28.8 29.128.8 29.1

Movable Ink’s US 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.

This edition of the US Consumer Device Preference Report is based on data

collected in the second quarter of 2015, April to June. This Q2 report shows

that although mobile dominates device preferences when it comes to opening

emails, desktops still play an important part in the overall email experience.

EXECUTIVE SUMMARY

KEY FINDINGS

• Desktop Conversions Spike Again. In our Q1 report, we noted

that mobile email conversions (phone and tablet) surpassed desktop

conversions for the first time ever. In Q2, we expanded the sample size and

analyzed 267,000 conversions driven by email and discovered that desktop

conversions rebounded. Desktop conversions increased from 37% in Q1 to

52.6% of all conversions in Q2. Smartphone conversions made up 29.3% of

the total and tablet conversions made up the remaining 18.1%

of conversions.

• Mobile Opens Inch Upward. Last quarter, we saw mobile email opens

reach 67% and, in Q2, that number is still inching upwards, with 67.8% of all

emails now opened on mobile devices.

• Tablet Users Spend Less Time in the Inbox. We’ve noticed that iPhone

users have shorter attention spans than Android users, but can you guess

who’s less captive than both? Tablet users. Over 75% of iPad users and

58% of Android tablet users spend an average of 15 seconds or less,

reading an email on their tablet.

EMAIL OPENS BY DEVICE TYPEEMAIL OPENS BY DEVICE TYPE

In our complete analysis of 1.32 billion emails, we found that iPhones

accounted for 41.97% of all opens, compared to 9.72% on Android phones.

It’s obvious that Apple remains the leader in the US tablet market as well,

evidenced by iPads accounting for 14.43% of all email opens (versus 1.26%

on Android tablets).

14.43% iPAD

32.22% DESKTOP

41.97% iPHONE

1.68%OTHER MOBILE

9.72% ANDROID PHONE

3

EMAIL OPENS BY DEVICE

4

This quarter, the rapid growth of mobile email opens we saw in Q1 of 2015 has

slowed down, but we haven’t seen a plateau yet. Mobile email opens, which

include both smartphones and tablets, accounted for 67.78% of all opens.

32.22% DESKTOP

15.73% TABLET

67.78% OF EMAILS THIS QUARTER WERE OPENED ON A MOBILE DEVICE

56.4% APPLE MOBILE DEVICE

10.98% ANDROID MOBILE DEVICE

52.05% SMARTPHONE

EMAIL CONVERSIONS BY DEVICE

52.57% DESKTOP

18.67% IPHONE

5

10.50% ANDROID

3.90% OTHER MOBILE

14.36% IPAD

Earlier this year, we conducted our first-ever analysis of conversions driven

by email that took place on mobile devices and saw that 68.9% ocurred on

mobile devices. This quarter, we expanded the sample and analyzed a total

of 267,000 conversions from email, compared to 57,000 conversions in Q1.

Although it appears that desktops remain the device of choice to make a

purchase, the split is almost equal between mobile and desktop.

When you look at the device preference breakdown for email opens, we

see that mobile wins at almost 70%. Why are conversions from mobile email

not at the same level? We believe it to be an indicator of the click-through

experience. It’s not enough to build mobile-friendly emails. You must have

a mobile-friendly site to complete the experience.

20.7

46.7

32.5

39.5

20.4

40.1

25.0

57.1

17.9

51.0

29.6

19.4

42.0

28.8 29.1

35.6

28.0

36.4

34.2

23.6

42.2

24.6

29.3

46.0

OTHERMOBILE

ANDROID DESKTOPANDROIDTABLET

IPHONE IPADWINDOWSPHONE

KINDLEFIRE

0-3 SECONDS

EMAIL READ LENGTH BY DEVICE*

6

15+ SECONDS3-15 SECONDS

60%

50%

40%

30%

20%

10%

0%

*Blackberry devices omitted because statistically insignificant

EMAIL OPENS BY US STATE

Every quarter, we analyze which devices are favored when it comes to

opening emails. As seen in the maps below, the shift towards mobile

continues. Since Q2 2014, there has been a dramatic reversal, and there are

no heavy desktop using states and only 9 leaning desktop states.

DESKTOP SMARTPHONE

Heavy Heavy Leaning Leaning

vs.

“Heavy” means that more than 50% of recipients in the state open email on a smartphone or desktop. “Leaning”

means that fewer than 50% of recipients in the state open email on a smartphone or desktop, but that those devices

are currently the most widely used in the state (e.g., if desktop had the highest percentage of opens when compared to

smartphones and tablets, but not the combination of the two, the state is labeled as “Leaning desktop.”)

Q3 2014

Q4 2014

Q1 2015

Q2 20147

EMAIL OPENS BY TIME OF DAY

60%

50%

40%

30%

20%

10%

0%

6am12am 12pm 6pm 12am

SMARTPHONE DESKTOP TABLET

8

EMAIL OPENS BY VERTICAL

49.5% SMARTPHONE

42.4% DESKTOP

Automotive Financial Services

Media, Entertainmentand Publishing

Retail(Apparel)

Retail(Non-Apparel)

Travel andHospitality

Internet Services

Non-Profit

DEVICE PREFERENCE BY VERTICALThe data last quarter showed that some verticals are far less mobile-friendly than others.

But, when we analyzed email opens on tablets and smartphones against desktop opens this

quarter, every single industry is mobile-first, except for Automotive and Non-Profit.

**The results below are from an analysis of 1.32 billion email opens.

SMARTPHONE DESKTOP TABLET

60%

100%

50%

90%

40%

80%

30%

70%

20%

10%

0%

50.6% SMARTPHONE

51.7% SMARTPHONE 49.4%

DESKTOP

62.5% SMARTPHONE

48.1% SMARTPHONE 43.0%

SMARTPHONE

9

ABOUT THE REPORT

METHODOLOGY

Charts are based on data collected through Movable Ink’s contextual marketing

platform between April 1 – June 30, 2015. They reflect aggregate statistics across

Movable Ink’s customer base, which includes more than 250 brands from the

retail, travel, financial, media, and telecommunications industries and account

for 1.32 billion email opens across the country unless otherwise stated. Because

determining email opens requires images to the load, the percentages for some

devices might be over or underrepresented.

CONTACT

For media inquiries, questions, or feedback on this report, please contact our

research team at [email protected].

10

© 2015 Movable Ink

ABOUT MOVABLE INK

ABOUT MOVABLE INKFounded in 2010, Movable Ink pioneered the application of contextual marketing to email. Movable Ink clients can

use any email service provider to deliver dynamic content that changes, in real-time, according to the context of

each individual customer. More than 250 innovative brands including The Wall Street Journal, eBay, Finish Line, and

Saks Fifth Avenue use Movable Ink to Market in the Moment and optimize their email campaigns to drive ROI. The

company is headquartered in New York City with an office in London.

To learn more about Movable Ink, visit movableink.com or reach out to us directly at [email protected] or

1-800-270-6033.

@movableink

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