Mobile Subscribers are Different: Forrester
People who read and send e-mails on their mobile phones are younger, more career motivated, image conscious and more open to ads than other e-mail users, according to a recent report from Forrester Research.
And with mobile e-mail usage expected grow, marketers need to ask people if they want their messages formatted for mobile devices when they sign up for messages and then format the messages accordingly, said the report by analyst Julie Katz.
“Mobile e-mail users are a different breed than the e-mail subscribers most marketers are used to,” said the report. “They’re on the go and don’t have time for irrelevant junk. Marketers need to ready their e-mail programs for an influx of mobile users.”
According to the report, 70% of mobile users are under 43, their incomes are 14% higher than the average e-mail user and they are more trend conscious than other e-mail users. Nearly a quarter are interested in owning the best brands, 25% look for products with an image they like and are less price sensitive than the average e-mail users.
Mobile e-mail users are also slightly less hostile to ads than other e-mail users, according to Forrester. While 59% of people who use e-mail monthly said they are annoyed by the amount of advertising they see, 52% of those who use mobile e-mail at least monthly said ads annoy them, according to the report.
