We have all talked about a mobile-first world for a good couple of years. It has always seemed like an observation that splits the market into smartphones and desktop. There is a timely reminder today that this isn’t totally accurate. While the majority of emails in the UK and U.S. are opened on smartphones (51% and 58%), the rest of the market is not desktop-only. There is our old friend, the tablet.
It’s quite a surprise that the latest Movable Ink research shows far more emails are being opened on tablets in the UK than in the U.S. In fact, a massive one in four emails are being opened on British tablets, compared to 15% in the U.S.
