Mobile is far and away the most preferred method for viewing emails, according to recent research by Movable Ink. The company recorded that 71% of email opens in Q1 2015 occurred on a mobile device, with smartphones the largest contributors with 42% of email opens.

According to Mobile Ink, Apple devices proved most popular with iPhones accounting for more than 33% of all email opens, while iPads were slightly behind at 30%. In comparison, Android’s share was less than 9%.

However, conversion rates for mobiles still lag behind, with users preferring to convert via desktop, which saw 40% of all UK email marketing conversions in the first quarter of the year. Tablets came in a close second at 37%, while smartphones saw only 12% of conversions.

The research results echoed ClickThrough’s own cross-device testing conclusions, which also saw mobile pushing ahead as a research medium, while conversion still took place on a desktop. To find out more read our Mobile Vs Desktop blog from last month.

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About the author:

Sarah McCay Tams is senior content and PR manager at ClickThrough Marketing. This includes planning and delivering on content for our clients as well as our own marketing materials. When her fingers are not dancing across the keyboard, her feet are on the dance floor – Salsa, Bachata and Rueda put this dancing queen in a spin.