Mobile users younger than age 40 are more likely to access their personal email via mobile devices compared to older users, with peak access and frequency rates for those in their 30s, according to new research from Merkle. The explosive growth in social media and mobile phone adoption is driving the growth of the digital marketing channel.
“View from the Mobile Inbox ” is a new report examining online consumers’ adoption and acceptance of mobile technology for marketing by demographic. The report’s findings are based on data from Merkle’s annual “View from the Inbox” study, an online survey of 3,281 U.S. adults age 18+ conducted during the fall of 2009. The focus of the View from the Inbox research is the online consumer, so it examines emerging digital behaviors in the context of other online behaviors.
“The recent exponential growth in mobile phone applications and software is a key example of how marketers must embrace all available technology to keep up with their target markets and engage consumers on their own terms, said Lori Connolly, Director of Research & Analytics at Merkle. “The number of people accessing the Internet and viewing their personal email on a mobile device continues to increase, which highlights the need to optimize the mobile environment.”
The findings of the “View from the Mobile Inbox” report provide guidance to marketers looking to fully integrate mobile technology into their digital marketing strategy. Highlights of the report include:
- The largest difference in mobile behaviors across demographics is the percent who text. While 70% of those age 18-29 text, this percentage decreases steadily with age, down to just 11% for those age 65+.
- Mobile users younger than age 40 are more likely to access their personal email via mobile devices compared to older users, with peak access and frequency rates for those in their 30s.
- Internet-enabled phone penetration is 6% higher for men, in that 53% have a mobile phone that can access the Internet. Additionally, men are 3.3 times more likely than women to have an Internet-enabled phone for work purposes.
- Of those with an Internet-enabled phone, 44% check their personal email on their mobile. This group spends approximately 18% of their total permission email time on a mobile phone, indicating the importance of sending email that renders correctly across multiple devices.
- Consumers with an Internet-enabled phone are one-third more likely to be active on top social networks. This natural affinity of mobile and social networking, both in demographics and ease of use, speaks to the importance of both within an integrated digital strategy.
“As an entry point into mobile strategy, marketers should ensure their emails render across mobile devices and develop WAP (Wireless Application Protocol) sites to support corresponding click-through engagement, as well as improved mobile web site usability,” Connolly said.
Click here to download the full report.