A report from Prosper Mobile Insights found that smartphone owners are turning to their handsets to conduct an increasing amount of searches and email interactions. Many of these users prefer the devices since they can find information quickly and read emails on the go.
More than 51 percent of smartphone owners said they read emails more often on their handsets than they do on the desktop web. Similarly, 45.3 percent of respondents said they access search most frequently on smartphones. Failing to provide mobile site visitors and on-the-go subscribers with capability can result in lost traffic or unsubscription from email campaigns.
Social media marketing efforts can help companies stand out to mobile users, as 42.3 percent of respondents said they access Facebook more often on their smartphones than desktops or laptops. The same was true for 14.8 percent of Twitter users and 6.9 percent of Pinterest users.
These figures may actually be low as Brafton has reported other data shows 60 percent of Twitter users routinely share and interact with content on the microblogging site from mobile devices.
In fact, other studies suggest mobile devices is on its way to becoming the primary entry to social, email, search and other web channels. Brafton recently highlighted a report from Pew that found mobile is the a preferred web access point for many Americans due to the convenience of smartphones. Sixty-eight percent of smartphone owners said they access the mobile web every day, and their usage totals are growing substantially.