In case you haven’t heard, mobile is eating the world, and email is eating right next to it, with 51% of opens in 2015 on mobile vs. 24% in 2012.
This growth is great news for marketers who have been struggling to figure out how to get engagement data in a mobile environment. Sure, they can use traditional methods like cookies and probabilistic data models, but those are only 60-90% accurate and marketers aren’t trying to reach probabilistic data models – they’re trying to reach people.
Email addresses, on the other hand, are tied to real people who use them to log-in across all devices and engage with content that interests them. In short, it’s a mobile marketer’s dream.
Which is the idea behind our newest report: ‘The People Behind the Screens – A Marketer’s Guide to Mobile Audiences’. In it, we take a look at the mobile email habits of over 92 million people to help marketers get to know the ‘people behind the screens’.
We’re sure you have some questions, so we’ve preemptively answered them here, in our Marketer’s Guide to the Marketer’s Guide to Mobile Audiences:
Where did you get the data?
All of our data is proprietary, taken directly from our platform. We looked at the habits of 92 million people being served 7.2 billion impressions within content sent by over 750 of the US’s biggest brands and publishers over a 6-month period.
What makes your data so special?
Glad you asked!
Email is what powers our platform. And because email is a log-in environment, we’re able to derive individualized insights like: Men tend to open email on mobile about 44.7 times per 30-day period, while women tend to open 59.9 times.
How is the information broken down?
We parsed the data into the following segments:
Gender: Men and Women
Generation: Millennials, GenXers, Baby Boomers
Interest Groups: News Hounds, Arts & Entertainment Fans, Shoppers and Fashionistas, Travelers, and Health and Fitness Buffs
Then we created profiles of email users using the aggregated data. For each of these profiles, we provide data on how people Open, Click, and Convert:
Peak times: What time of day is someone most likely to Open, Click or Convert?
Favorite Content: Which content category is most popular for each action?
Smartphone vs. Tablet Breakdown: Who’s using what?
Unique Actions: Opens per 30 days, click-through rates, and conversion rates.
What did you find?
Peak mobile engagement times vary with gender. For example, men convert at a higher rate on mobile in the late afternoon (3 p.m.)
Women convert at a higher rate on mobile in the late mornings (11AM)
Baby Boomers convert at a higher rate on tablets, whereas Millennials and GenXers convert at a higher rate on smartphones.
Baby Boomers have an average 66.66% higher CTR than Millennials and GenXers.
Arts & Entertainment Fans have a 43.75% higher click-through rate on tablets vs. smartphones
People that subscribe to Health and Fitness content click at a 55.55% higher rate on smartphones v. tablets and convert at a 7.23% higher rate on smartphones v. tablets.
Millennials convert at a 3.5% higher rate on smartphones v. tablets
Where can I download the report?