Movable Ink's 2015 US Consumer Device Preference Report provides deep insight into consumers’ adoption and use of smartphones, tablets, and desktop computers, and how they engaged with email throughout 2015. 

The 2015 report covers how the holiday season compared to the rest of the year, as well as a slowing trend in mobile and tablet email opens. We also broke down data on user habits and trends including:

Conversions by device and vertical
When emails are opened during the day by device type
Time spent in email based on device

Download the free report today to access all of our research and analysis.

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Digest...

Despite the growing trend to visuality and great use of photos, pics and sketches to present data on the web, there is still much about text. Web is still 95% about typography and we still need to read lots of text to get all the necessary information. That’s why typography is still one of the main design elements that requires a lot of attention and thought-out approach.

In responsive web design typography plays essential part. People won’t stay long with the website if they need to strain their eyes to read the info. Responsive typography matters as much as responsive layout structure, customizing images and navigation comfort. And making a text responsive usually means more that simply resizing the text container and refill it with the same text.

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"In response to the continually changing device landscape, I propose a new concept - adjustive Web design. Core elements of adjustive Web design include:
>> Adaptive content is the foundation of everything
>> The display of content will responsively adjust to screen sizes
>> User interface elements can be adjusted by the user to a desired position

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Here is how adjustive Web design will build upon and enhance its responsive predecessor:
Problem: As smartphones and tablets use increasingly larger displays, it can be cumbersome for hands. Responsive adjusted user interface controls - such as a site header with a "hamburger-style" menu - won't overcome this challenge, as their general positioning remains fixed.
Solution: Go beyond responsively adjusting user interface elements for varying screen sizes and enable users to place critical user-interface elements in a place they can easily reach. For years, Apple has allowed users running its desktop OS to select three positions for their Dock - left, bottom, and right.

Let's examine how adjustive Web design may work on wearables:
Problem: The stylish, sleek jewelry-like design of wearables has resulted in smaller screen sizes or absent displays. A responsively adjusted element, such as a site header with a "hamburger-style" menu, won't address a lack of screen real estate.
Solution: Hide user-interface components when they are not needed and maximize screen real estate for adaptive content. The device OS or hardware should allow a user to reveal the user interface through a simple gesture when needed. In the case of an absent display, alternative navigation can be enabled through navigation sounds."

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This infographic illustrates what responsive web design is, how it works, and why you should make the switch.

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Basic/ Condensed...

An analysis of 155 responsive sites finds that only 32 — or 21 percent — of sites load in four seconds or less, according to a report from Trilibis launching today.

“This is particularly true for responsive design Web sites, where the same codebase and associated images are sent to all devices from PCs to mobile phones. It is best to optimize images for mobile devices at the server level, which delivers lighter pages, faster load times and a better user experience.” 

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Intermediate/ Digest...

-- >  Use generous font sizes

-- >  A single-column responsive layout works best

-- >  Provide large CTAs: Your call to action (CTA) is the most important part of a marketing email. It should be eye-catching, well-placed, and — above all — usable. The criteria for creating a successful CTA vary, depending on whether it is to be selected by a cursor or a finger. Apple’s iOS Human Interface Guidelines recommend a minimum “tappable” target area of 44 × 44 px. That’s not to say that all buttons have to be 44 px, just that there shouldn’t be any buttons or links closer together than 44 px. Otherwise you run the risk of a “mistap.” Also, keep ergonomics in mind as you’re placing CTA buttons. For instance, they shouldn’t go in the lower right corner, where the user would find it uncomfortable to click.

-- >  Left-aligned text is preferred

-- >  Keep subject lines succinct

-- >  Consider using pre-headers

-- >  Always use clear, concise content

-- >  Create a vertical hierarchy

-- >  Take care with your use of images

-- >  Consider including click-to-call capabilities

-- >  Provide a plain-text version option

-- >  Carefully plan delivery times

-- >  Make it easy for readers to take the next step

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Responsive Website Design - What is responsive web design? Why you should use responsive web design? This Infographic provides insights on the concept

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Responsive web design continues to grow in popularity. But before you invest it in, you must understand the disadvantages.

Intermediate/ Condensed...

Every time I look into this, I come down on the side of using device specific websites, not responsive design. Why? Because I believe that someone who is accessing your website from a mobile phone is in a different place in the buying process than someone who is using a desktop computer. And I think mobile users are looking for a specific level of information.

The other disadvantage I’ve read a lot about is that responsive sites take longer to load on mobile devices because of the way they are built. And long load times are bad for the consumer experience and something Google frowns upon. After just four seconds of waiting, you’ll have lost 25% of your visitors (KISSmetrics), and abandons are exponentially higher after that.

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"Infographic outlining numerous reasons for why responsive design is a sound choice for most web design endeavors."

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Intermediate/ Excerpt...

In the past year, the aver­age tech com­pany set aside only 3.8 per­cent of its mar­ket­ing bud­get for mobile opti­miza­tion, apps and ads. How­ever, some pre­dict a shift in the com­ing year because many B2B mar­keters are not entirely sat­is­fied with their mobile efforts. We’ve reached (and then sur­passed) a global tip­ping point in mobile use. In 2012 alone, smart­phone sales rose by 63 per­cent, and mobile’s over­all con­tri­bu­tion to total Web traf­fic jumped 117 percent.

Mov­ing for­ward, it would be a mis­take to focus only on mobile ads. The keys to boost­ing mobile con­ver­sion rates are the same we’ve used to unlock dig­i­tal: per­son­al­iz­ing sites, devel­op­ing use­ful and rel­e­vant con­tent mar­ket­ing, and deliv­er­ing true value to cus­tomers. Mobile tech­nol­ogy can be inte­grated with the entire mar­ket­ing chain and made to work hand in hand with dig­i­tal strate­gies already in place.

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