The surprising thing some mobile users do next

File this under “Who Knew? – Online.”

Some research on email click-throughs, reported at the KISSmetrics blog (What Can Sending 2 Billion Emails Tell Us About Mobile Email Habits?)

Here are the strange findings:


  1. If users open an email on a mobile device, they are more likely to open it a second time than they are to click from their phone or tablet. (8% of people who opened an email on mobile clicked right away, while 23% opened it again later.)
  2. If the subsequent open happens on a desktop, users are more likely to click. (12.9% of later opens from a desktop converted to clicks, while only 7.8% of later opens from another mobile phone or tablet converted.)

This further emphasizes the complexity of online response behavior.

No matter how many people tell you that mobile is everything and you can start ignoring desktop, don’t do it! People live and respond across channels, and if we ignore that, we’re going to be left behind.


Comments

4 responses to “The surprising thing some mobile users do next”

  1. “People live and respond across channels, and if we ignore that, we’re going to be left behind.” May I just say that I love you for this, among so many other things Jeff. Thanks for showing up in my Inbox every day.

  2. “People live and respond across channels, and if we ignore that, we’re going to be left behind.” May I just say that I love you for this, among so many other things Jeff. Thanks for showing up in my Inbox every day.

  3. Since this is my own behavior, it doesn’t seem at all strange to me. When email comes in on my phone I’ll either delete it right away or open it to see if I should delete it. If I don’t immediately delete it, it means there’s something I find relevant. I’ll typically deal with it later on my desktop because:
    – the desktop is a richer and faster user experience
    – I feel my desktop is more secure than my phone
    – I’m always trying to conserve battery and data on the phone
    – if I’m in a social setting I want to minimize time on the phone vs time with friends
    I’m more likely to click thru on my main computer because I’ve already “vetted” the message on my phone.

  4. Since this is my own behavior, it doesn’t seem at all strange to me. When email comes in on my phone I’ll either delete it right away or open it to see if I should delete it. If I don’t immediately delete it, it means there’s something I find relevant. I’ll typically deal with it later on my desktop because:
    – the desktop is a richer and faster user experience
    – I feel my desktop is more secure than my phone
    – I’m always trying to conserve battery and data on the phone
    – if I’m in a social setting I want to minimize time on the phone vs time with friends
    I’m more likely to click thru on my main computer because I’ve already “vetted” the message on my phone.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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