43% of consumers say they read emails most often on a smart phone (36.4%) or tablet (6.9%) as opposed to a desktop or laptop computer, finds BlueHornet in a new survey, though it bears noting that the overwhelming majority (84.5%) of the survey sample owns an email-enabled mobile phone. Results from the survey indicate that a mobile email can drive many to a purchase, but that lack of mobile optimization can fuel a lot of unsubscribes.
Respondents were asked what they do if they “get a mobile email that doesn’t look good.” Respondents most commonly said they simply delete it (80.3%, up from 69.7% last year). But, 30.2% said they unsubscribe, a big jump from 18% who said the same last year. By contrast, fewer respondents this year said they look at the email on their computer (13.5% vs. 17.7%) or read it anyway (6.3% vs. 7.6%). Read the rest at MarketingCharts.