Mobile on the Move
We’re getting pretty accustomed to hearing that mobile is the next big thing. Mobile devices are changing the way we communicate, market, interact and live. What’s interesting — and sometimes surprising — is how the landscape is shifting even as it grows.
1. More Mobile Devices, Users, Access
A staggering 87% of all U.S. adults own a mobile phone. For marketers, that means everyone you are marketing to. Smartphone sales grew 38% in the last quarter of 2012 to reach 700 million units sold for the entire year (Strategy Analytics). 56% of all mobile users access the Internet, and half of them send or receive email with their mobile device (Pew). There will be more internet-connected mobile devices such as smartphones and 3G tablets than people in the world before the end of the year. (Cisco)
2. More Email Opens
Email opens are soaring on mobile devices. Mobile email has shot up 138% in the last 18 months (Knotice). 88% of U.S. mobile users check email via a mobile phone every day. (DMA). 41% of commercial emails were opened on a mobile device during the second half of 2012. Commercial emails opened on mobile devices are on pace to surpass desktop opens by the end of 2013 (Knotice). Read our post on the growth in mobile email.
3. More Android Users
In the U.S., iPhone and iPad add up to 75% of mobile opens. However, Android, which currently accounts for 21% of mobile opens, is gaining steadily here. (Knotice). Meanwhile, worldwide, Android is already dominant. 68% of the smartphones shipped in 2012 use the Android operating system (Strategy Analytics).
4. A Lot of Mobile Only
25% of U.S. mobile Web users are mobile-only (MobiThinking). That means if your email or website doesn’t work for mobile, then it doesn’t work for a quarter of mobile Internet users. Furthermore, only about 2% of mobile emails are opened on another device (Knotice), so there may be a huge missed opportunity to reach a large part of your audience if the email renders poorly on mobile devices.
5. More Responsive Emails
Virtually unheard of just a year ago, mobile-tested responsive email design is the best way to ensure emails render correctly on smartphones, tablets and desktops alike. Good responsive design ensures that your emails stretch and scale, so that all elements are readable, all images visible on mobile devices and desktop email clients alike. See our post on responsive email design.
Free Mobile Email Marketing Whitepaper
How to Create Effective Mobile Email Marketing Campaigns that Generate Results
5 Mobile Shifts is a post from the Mass Transmit Broadcast Blog. Subscribe to receive blog posts via email. Connect with us on Facebook, Twitter and Google+!
