More consumers buying via e-mail on mobile devices

By Warren S. Hersch

July 03, 2013 at 09:01 AM

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More than six in ten consumers say they may buy from an email read on a mobile device, according to a new report.

EmailOutbound, an enterprise email service provider, today released this finding in a survey of 2,000 U.S. consumers between the ages of 25 and 40 who live in urban or suburban areas. The "2013 Consumer Views of Email Marketing Report" highlight findings respecting consumer behavior and sentiment toward email marketing.

Sixty-three percent of the surveyed consumers say they may buy from an email read on a mobile device, while the number who may unsubscribe due to poor mobile display exceeds 30 percent.

Among the survey's other findings:

• Email-enabled mobile device usage increased by eight percent since 2012; and 43 percent of consumers say they read emails most often on a mobile device.

• Nearly 84 percent of consumers report discounts as the most important reason for signing up to receive emails and 74.2 percent will redeem a discount by showing their mobile device to a cashier.

• Nearly 70 percent of consumers open emails from familiar brands whose products they already consume.

• In 2013, seven percent more consumers will consider opting down instead of unsubscribing when given the choice compared to 2012.

"By surveying similar demographic groups and asking several of the same questions each year, we've been able to identify shifts in how consumers view email marketing," says Joe Chives, vice president of marketing for EmailOutbound. "By including new questions for 2013, this year's report provides marketers with useful data in understanding possible future trends and behavior patterns."

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