Among US mobile email users, as reported today from ExactTarget’s “E-Mail Marketing for the Small Screen” by eMarketer Daily, there should definitely be a higher mortality rate: 39% of them read their email while driving. In all honesty, I have attempted to text message while driving—sufficeth it to say this is not a good idea.
39% of them also read their email while talking on the phone, 40% in the restroom, and 61% during a meeting or class. Such manners!
The study also found that almost 90% of mobile email users skimmed their emails on their phones, only to read them in full or delete them from their computers. 54% had followed a link in a mobile email and 20% had used their phones to make an online purchase—which, considering the adoption rate, is pretty encouraging..
Speaking of the adoption rate, an April 2007 Ingenio/Harris Interactive study indicated that only 9% of mobile users are mobile email users.
- Less than 10% of mobile users actually use mobile email.
- The vast majority of those who do use mobile email use it while distracted (or to distract themselves).
- The vast majority of mobile email users don’t read thoroughly
So, is that three-strikes-you’re-out for mobile email for now?