The 2013 Digital Publishing Report, which surveyed 1,003 18-54 year olds, found that 79% of smartphone owners use their device for email compared to 78% who use it for making phone calls.
This serves to further underline the importance of optimizing email campaigns for smartphones.
We’ve previously reported on data which shows that up to a third of emails are opened on mobile devices, yet data included in our Email Marketing Census reveals that 39% of businesses have no strategy in place for mobile optimization and a further 37% said their strategy was ‘basic’.
Adobe’s report found that Facebook is the third most popular smartphone activity (58%), followed by listening to music (52%) and playing games (48%).
The report also offers an interesting comparison of the most common shopping activities carried out on smartphone and tablet.
Browsing products and comparing prices are the most popular activities on both devices, but tablet users are twice as likely to make a purchase.
We’ve previously highlighted research which shows that security concerns, screen size and connectivity are the main barriers to shopping on smartphone, and unfortunately retailers are restricted in what they can do to overcome these problems.
In general though, simplicity is the key to designing a good mobile-optimized site, as it need to be easy for users to navigate on a small screen.
Adobe’s report also looks at the use of mobile apps. Two thirds of smartphone shoppers (68%) and 70% of tablet shoppers said they generally only download apps from their favorite stores, while shopping apps were also found to be a good way of building brand loyalty (38% on tablet vs. 42% on smartphone).
Looking at usability, access to money saving offers was seen as the most important functionality on tablet (52%) and smartphone (67%).
However, on smartphone a store locator tool was seen as the second most important function (60%), while tablet shoppers value the ability to view images of slideshows and images of products from different angles.
It’s important to note that viewers expect different experiences on tablet and smartphones, so the devices should not be combined under a single mobile strategy.-eConsultancy