eROI: Marketers Place Little Importance on Consumers' Mobile Experience

Author:

Helen Leggatt

Source:

With over 285 million mobile phones in the U.S., and more than 70 million smartphones, you would think that marketers were ensuring their email and online offerings were maximized for such devices. Think again.
 
According to a recent survey from eROI, marketers are being lackadaisical when it comes to ensuring consumers can enjoy their digital content on a mobile device.
 
Of the 500 or so B2B and B2C marketers surveyed by eROI, just 31.6% believed optimizing digital content for mobile devices was "important".
 
Almost 30% "weren't sure" and a quarter said they are currently testing to determine the importance. Unbelievably, 15% thought optimized mobile experiences "didn't matter".
 
But do marketers even know how prevalent the use of mobile devices is among their email subscribers? That's a big, fat ...