As a young child, my big brother always got to choose what to watch on the TV. As a result, I watched a lot of sports growing up.
What got me was my brother typically watched the game, while reading his book. I would complain – “But you’re reading! How can you watch!” He always replied, “I’m watching too – I can do both!”
As I ended up actually watching the sporting event – if he missed a play or needed an update – I’d fill him in.
It’s only now, with my tablet in hand, that I too will divide my attentions. I regularly watch TV and go surfing on my tablet in the evenings!
Nielsen recently reported that in the U.S., 88% of tablet owners and 86% of smartphone owners said they use their mobile device while watching TV.
What’s the main activity of all these TV watchers on their mobile devices?
Checking email of course!
But that’s not necessarily good news for email marketers.
A Knotice mobile email study shows that email opens on smartphones and tablets rise in the evening hours. Starting at 7pm / 8pm the mobile device email opens increase and stay high through the night until about 6am the next morning.
Desktop usage and email desktop opens are highest during the daytime work hours and then mobile takes over on nights and weekends.
The most interesting finding of the Knotice study is that email open and click through rates are twice as high on desktops!
It seems watching TV while checking your email on a mobile device – causes a decrease in email response.
What’s more, Knotice reports that individuals only read your email once. They do not read your email on a mobile device and then view it again on a desktop. Your email has one chance to get the click through.
As an email marketer, these findings show how critical time of delivery can be for your message.
Delivering a message between 7pm at night to 4am in the morning is not going to get you the response you desire. You’re then in competition with the TV! Late night is the worst time of day for email delivery.
A 6am – 4pm delivery on the other hands gets your message into the inbox during prime desktop hours – the best time of day for your email to get opened and clicked!