While the growth of some industries and marketing practices are so minuscule that their expansion can only be comprehensively evaluated on an annual basis, it’s a different story altogether for mobile marketing.
Consistent with the findings of a new report highlighted Monday by QRCodePress, mobile marketing’s growth is becoming more pronounced with each passing quarter, driven chiefly by the runaway expansion of mobile email.
In the last quarter of 2013, approximately 65 percent of marketing emails were opened on a tablet or smartphone. When compared to the third quarter of that year, this was an increase of 4 percent. Similarly, within that same span of time, desktop email opens dropped from 39 percent to 35 percent.
Breaking down the data further, iPhone users spend more time reading email on mobile devices than their Android counterparts do. Additionally, tablets are also playing a critical role in this process, as 16 percent of the emails were opened on tablets last quarter, a full percentage higher than the 3rd quarter.
“This year is likely to be a truly defining one in terms of mobile marketing and establishing some of the foundation trends for the future,” the report reads.
All told, smartphones are now used to open emails 48% percent of the time (tablets are used for the same purpose 16% of the time).