When surveyed consumers bought online, half of them used webmail (such as Yahoo or Gmail) and half of those customers used iPads to do it, according to the "Experian Marketing Services 2013 Q2 Email Benchmark Study."
In the Sept. 13 announcement about the research, Bill Tancer, general manager of global research at New York-based marketing services provider Experian Marketing Services, comments about the 50 percent of survey respondents who open their email on mobile devices.
"This is the first time mobile devices are responsible for half of all read emails," Tancer says. "This demonstrates both the proliferation and usage of smartphones for much more than just calling and texting."
According to the research, only 23 percent of respondents open email on desktop computers, and another 23 opened messages on webmail. When they go to buy online, 48 percent use webmail, 13 percent use mobile devices, 25 percent use desktops and 12 percent use a combination. As for devices, 48 percent use iPads, 40 percent use iPhones and 12 percent use Android devices.
Tancer recommends this to marketers:
- With the iPad and iPhone gaining in popularity, it's important for marketers to make sure their emails and websites render properly on these devices.
- With the iPad as the dominant choice for mobile purchases, it stresses the importance of stores having an iPad-specific app.