US Consumer Device Preference Report:

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Rodger Newman
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1 US Consumer Device Preference Report: 2015 Year in Review Automotive Financial Services Internet Services Media, Entertainment and Publishing Non-Profit Retail (apparel)

2 EXECUTIVE SUMMARY 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 while using their preferred devices. This edition of the US Consumer Device Preference Report is based on data collected from 6.03 billion s we analyzed in 2015, January through December, with highlights from Q4. KEY FINDINGS Q4 activity was heavily influenced by the holidays. 69% of all opens were on mobile devices, but retail mobile opens spiked as high as 90% during the weeks leading up to Christmas. Many shoppers shifted back to desktops to make purchases, proving that desktop activity is not dead. The increase in mobile opens we've seen in previous years stalled out at around 66% for the first three quarters of the year, but higher mobile activity over the holidays in Q4 brought the annual mobile open average up to 68%. Of the 1.4 million conversions we saw in this year, 53% happened on a desktop. The retail apparel industry is the exception averaging a 62% mobile conversion rate for

2015 Q4 HIGHLIGHTS Q4 email activity is usually influenced by the holidays, and 2015 was no exception. Across industries, 69% of opens were on mobile devices.

3 2015 Q4 HIGHLIGHTS Q4 activity is usually influenced by the holidays, and 2015 was no exception. Across industries, 69% of opens were on mobile devices. But on-the-go holiday shoppers caused a significant spike in retail mobile opens going as high as 90% during the weeks leading up to Christmas. Some of those same shoppers shifted back to desktop for conversions, however even apparel shoppers, who typically prefer mobile devices for purchases. Although 67% of apparel conversions were mobile throughout the quarter, that number dropped as low as 52% during the holiday shopping season. The holidays proved that while mobile optimization for s should be a top priority, desktop activity is not dead. OPENS BY DEVICE CONVERSIONS BY DEVICE 15% TABLET 31% 29% TABLET Mobile opens were 69% of all opens. 54% Mobile opens were 49% of all opens. 20% 51% 9% CONVERSIONS BY INDUSTRY: RETAIL APPAREL 33% TABLET 23% TABLET CONVERSIONS BY INDUSTRY: RETAIL NON-APPAREL 67% of conversions were mobile 58% 45% of conversions were mobile 22% 55% 3

4 2015 OPENS BY DEVICE We ended 2014 with mobile accounting for 66% of opens, and the numbers hovered there throughout the first three quarters of However higher mobile activity over the holidays in Q4 brought the annual mobile open average up to 68%. 16% TABLET Mobile opens were 68% of all opens. 32% 52% OPENS BY DEVICE 4

OPENS BY DEVICE TYPE Breaking down email opens even further, of the 6.

iphone was the most frequently used device for opens at 42%.

5 OPENS BY DEVICE TYPE Breaking down opens even further, of the 6.03 billion s we analyzed, ios devices accounted for most opens. iphone was the most frequently used device for opens at 42%. Desktop came in second and ipad third. 10% ANDROID 1% ANDROID TABLET 14% IPAD 32% >1% OTHERS (KINDLE, WINDOWS PHONE, BLACKBERRY) 42% IPHONE OPENS BY DEVICE TYPE 5

6 OPENS BY VERTICAL Consumers consistently showed a strong preference for opens on smartphones across verticals with apparel shoppers topping the list at 63%, followed by Internet Service consumers at 50%. The non-profit audience continues to be the leader in desktop opens at 47%. MOBILE TABLET 100% 90% 80% 70% 60% 43% 41% 48% 50% 48% 47% 63% 49% 46% 50% 40% 30% 20% 10% 0% Automotive Financial Services Internet Services Media, Entertainment and Publishing Non-Profit Retail (Apparel) Retail (Non-Apparel) Travel and Hospitality 6

CONVERSIONS BY DEVICE Of the 1.4 million conversions we saw in email this year, 53% happened on desktop.

7 CONVERSIONS BY DEVICE Of the 1.4 million conversions we saw in this year, 53% happened on desktop. While, it s common to see consumers across industries switch from mobile devices to desktops to make purchases, the retail apparel industry is the exception. The average mobile conversion rate for the apparel industry in 2015 was 62%. 1.9% KINDLE FIRE & OTHER MOBILE 18% IPHONE 13% ANDROID 2% ANDROID TABLET 51% 38% 12% IPAD 53% 11% TABLET Mobile conversions were 62% of all conversions CONVERSIONS CONVERSIONS: RETAIL APPAREL 7

8 READ LENGTH BY DEVICE Throughout the year, we saw the majority of mobile activity happening on ios devices, but these same users spent the least amount of time reading s most for less than 3 seconds. Kindle and Android users spent the most time in . 62% of Kindle users spent 15 seconds or more reading their s, followed by 48% of Android smartphone users. 70 GLANCE 0-3 SECONDS SKIM 3-15 SECONDS READ 15+ SECONDS KINDLE FIRE IPHONE IPAD ANDROID TABLET ANDROID 8

9 ABOUT THE REPORT METHODOLOGY Charts are based on data collected through Movable Ink s contextual marketing platform between January 1 December 31, They reflect aggregate statistics across Movable Ink s customer base, which includes more than 300 companies from the retail, travel, financial, media, and telecommunications industries and account for 6.03 billion opens across the country unless otherwise stated. Because determining 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 research@movableink.com. 9

10 ABOUT MOVABLE INK ABOUT MOVABLE INK Founded in 2010, Movable Ink pioneered the application of contextual marketing to . Movable Ink clients can use any service provider to deliver dynamic content that changes in real-time according to the context of each individual customer. More than 300 innovative companies including The Wall Street Journal, ebay, Finish Line, and Saks Fifth Avenue use Movable Ink to Market in the Moment and optimize their campaigns to drive ROI. The company is headquartered in New York City with offices in London and San Francisco. For more information, please visit pinterest.com/movableink facebook.com/movableink linkedin.com/company/movableink 2015 Movable Ink

US Consumer Device Preference Report

US Consumer Device Preference Report Q3 2015: Mobile Opens Begin to Plateau 46.7 32.5 28.8 29.1 20.7 Automotive Financial Services Internet Services Media, Entertainment and Publishing Non-Profit Retail