Google has revamped their mobile Gmail webmail interface recently, bringing it up to par with the Gmail 2.0 app for iOS. The new Gmail app was launched back in December 2012. As yet, there is no news on the Android app getting an update, but this may come at a later stage. The same applies to the Windows Phone platform – no news there yet.
The interface looks more like the regular deskop web interface now:
This update is also rolling out for Gmail Offline. New features include improved search and integration with Google Calendar. More Gmail Offline info (in Chrome Web Store) can be found here. The mobile Gmail webmail announcement can be found on Google+ here.
The 2013 Digital Publishing Report by Adobe notes that 79% of smarthphone owners use their device for email, while making phone calls came in second at 78%. This makes mobile email the prime activity for smartphone owners.
Facebook came in third at 58%, music listening fourth at 52% and playing games at 48%. When it comes to shopping, just 20% of smartphone owners do so, but this more than doubles to 4% with tablet owners.
Smartphone owners do however use their devices to research products (look for reviews, specifications), but not to do the actual shopping.
What’s also interesting is that more than half of tablet owners use their devices to read books, but this does not appear to be a favorite activity of smartphone owners. Possible available time and screen size are to blame for this.
As email is the top activity for smartphone owners, it’s important for marketers to tune their marketing strategies to have their email campaigns display correctly on smartphone devices.
If you do not have a mobile email marketing strategy yet, now may be the time to start. To be sure you get your mobile email marketing activity started right, be sure to check out our mobile email marketing checklist here.
The report is available for download here.
Return Path has posted an infographic on their blog, stating that most opens happen on mobile nowadays.
The infographic further details how opens are divided by platform and country, as well as the fact that people like to shop with their mobile devices. This does however happen at home: not on the go as you would expect with a mobile device.
Other findings include the fact that email has twice the conversion rate than search, and even eight times higher than social as a source.
When it comes to differences between mobile platforms, Return Path notes that Apple is in the lead with 85% (59% for iPhone, 26% for iPad) with Android at 14%. The findings were based on nearly 1,8 billion data points from April 2012 through October 2012.
See the blog post here, and the full size infographic on the Return Path website here.
2011 has been a fine year on the mobile devices front. The mobile email audience has grown by almost 20 million users during the three-month average period ending November 2011, notes comScore. The main takeaway of the report is that 2 out of 5 mobile users in the U.S. used email, and a whopping 78% of smartphone owners use email on a regular basis.
Both frequency and total usage has been increasing, as the following graphic shows:
IBM has published a research report titled “Triage and capture: rethinking mobile email“. I’ve conducted an email interview with the lead researcher of the team, dr. Jeff Pierce about the findings of the project and the response by the test users.
How was the reception of the new mobile email client with the triage options? Did they use it ‘naturally’ or need some practice?
I’d say it was good, with a caveat. The mobile email client we built was a research prototype, which largely means that we built it to explore a point in the design space rather than intended that it be a production quality application. Just as a single example of what that means, we never built a mechanism to reply to email messages, since that wasn’t what we were focusing on learning (although I’ll note that none of the folks using the prototype ever asked for the ability to reply; take from that what you will .