Mobile email: smartphone owners more likely to read emails than make calls

The 2013 Digital Publishing Report by Adobe notes that 79% of smarthphone owners use their device for email, while making phone calls came in second at 78%. This makes mobile email the prime activity for smartphone owners.
Facebook came in third at 58%, music listening fourth at 52% and playing games at 48%. When it comes to shopping, just 20% of smartphone owners do so, but this more than doubles to 4% with tablet owners.

Smartphone owners do however use their devices to research products (look for reviews, specifications), but not to do the actual shopping.
What’s also interesting is that more than half of tablet owners use their devices to read books, but this does not appear to be a favorite activity of smartphone owners. Possible available time and screen size are to blame for this.
As email is the top activity for smartphone owners, it’s important for marketers to tune their marketing strategies to have their email campaigns display correctly on smartphone devices.
If you do not have a mobile email marketing strategy yet, now may be the time to start. To be sure you get your mobile email marketing activity started right, be sure to check out our mobile email marketing checklist here.
The report is available for download here.
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