Who uses their cell phone to actually make phone calls anymore? According to a study by email intelligence solutions provider, Return Path, users now spend significantly more time reading email, taking pictures and updating their Facebook accounts than they do using their phone for its originally intended purpose, talking.
And this move toward a more “upwardly mobile” society seems to have no end in sight since one half of all Americans currently own smartphones. Return Path was particularly interested in how this new fast paced trend is affecting email and their findings should speak loud and clear to anyone that relies on email as a form of promotion for their business.
if you don’t know how many of your subscribers are reading your emails on a mobile device and you don’t have a mobile email strategy, you’re about to miss out on the next gold rush.
The Return Path Study points to a number of key findings that businesses need to look at especially considering that emails accessed via mobile devices grew over 82 percent from March 2011 to March 2012.
Also note that Apple devices accounted for 85 percent of all emails accessed via mobile, proving once again that if you’re not using an iPhone or iPad to read your emails, you’re not serious about being “upwardly mobile”.