Two-thirds of UK mobile content marketing recipients act immediately, study shows

by Brian Oliver

The growing importance of tailoring content to the fast-expanding mobile market has been underlined by new data from digital agency Steel London.

A study conducted by Steel shows that 36% of UK consumers now read content marketing emails – such as eNewsletters – on their mobile phones (55% in the case of 18-34 year-olds) … and 69% of them act immediately.

Of these, 42% click through to the website and 30% subsequently make a purchase. The figures are even higher for 18-34 year olds: 52% of them click through and 35% end up buying something.
At the same time, the study shows that about one-third of recipients choose to screen mobile content marketing messages and read them later on a PC or a laptop.


The findings show it is now essential for consumer brands and B2B organisations to develop a better understanding of the mobile market and integrate mobile into their content-led marketing strategies.

Andy Hinder, Steel’s CEO, said: “Consumers are increasingly using their mobile as their preferred media and communication device. Because of this, the mobile has become the gatekeeper for further action and engagement with emails.

“With better targeted marketing emails, and the growth in mobile commerce, it is essential for brands to look at how they further adapt their email marketing strategies for mobile.”

He added: “Marketers must also bear in mind when and where the consumer is receiving their communication. This has massive implications for how they create the right messages for a highly personal device, and how they want consumers to react to, and interact with those messages.”

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.


CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing


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