“PC users click more,” says MailChip in a recent analysis of email engagement across PCs and mobile devices. Indeed, PCs accounted for 72.2% of overall clicks for the subset of email addresses examined in the study, despite representing a smaller 64.2% of email addresses. That owes to PC users having higher total click rates than tablet and mobile users: in other words, they click more.
For each address, MailChimp determined corresponding devices and considered the one with the most clicks to be that user’s preferred device. Unique click rates (calculated as the percentage of sends that received at least one click) were actually equal for both PCs and tablets (3.8% each), while being lower (2.7%) for mobile phones. But PCs (6.7%) outstripped tablets (5.6%) in the total click rate metric, which figures in multiple clicks for a single address on a campaign. Mobile phones once again lagged, with a total click rate of 3.9%. Read the rest at MarketingCharts.