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BizReport : Email Marketing : April 25, 2011

Smartphone users constantly checking web email

Despite the advent of smartphone and tablet technology, and social media, email remains a prime communication channel, with many consumers constantly checking their inboxes online while on the move.

by Helen Leggatt

exacttarget logo.jpgFor many consumers (58%) the first place they head online each day is their inbox, and the vast majority (83%) will scan through all their emails back to the last time they logged in.

Now, with many consumers wielding smartphones, email inboxes are being checked while on the move and smartphone users are more fanatic in their email-checking than non-users, found ExactTarget's research.

While just over a quarter (28%) of non-smartphone users said they check their email "constantly" throughout the day, nearly half (45%) of smartphone users do so.

In fact, checking email is a more common mobile web activity than visiting Facebook (23%) or Twitter (5%) among smartphone users.

Overall, the home PC remains the top location from which consumers constantly check email (24%) with 63% using it to check email daily. Meanwhile, 16% of email users overall constantly check email from a work/school computer (22% daily).

Eleven percent of email users check constantly from a mobile phone (15% daily) but the numbers are minimal for iPad/tablet users with 2% constantly checking and 3% checking daily.

Tags: email, mobile email, mobile web, smartphone use, web email

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  • This data goes to show that email marketing is far from dead. I've read that a lot of companies don't think it holds nearly as much value as it used to, especially for younger audiences who rely on social networking and texting to keep in contact with each other. But you need to have an email address to sign up for those accounts! Just because they don't rely heavily on email now, that doesn't mean it won't become more important as they get older. Smartphones allow users to be connected to the web at all times, this includes their inboxes.



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