A recent report by Ofcom has found that smartphones have become the most popular devices for getting online, overtaking both laptop and desktop computers. A third of all internet access now comes from smartphones, compared to 30% coming from laptops.
These statistics indicate a dramatic shift from even just a year ago. Back in 2014, just 22% of people turned to their smartphone for Internet access, with the majority of people (40%) preferring to access the Internet from their laptop.
The study also found that, for many people in the UK, daily life now revolves around smartphone usage. Two thirds (66%) of UK adults now own a smartphone; a massive rise from 39% in 2012. And, 34% of smartphone owners admit to checking their mobile within 5 minutes of waking up.
It’s thought that this dramatic rise in smartphone ownership could be down to the introduction of the 4G network. In the space of 2014, 4G subscriptions rose from 2.7 million to 23.6 million. 62% of these 4G users say they couldn’t live without their smartphone.
If this trend continues, smartphone usage is only going to get more prevalent. For email marketers, this highlights the importance of responsive design. Gone are the days where people only look at emails on their laptop or desktop computers. In order for an email marketing campaign to be successful, it needs to meet the needs of the majority of Internet users which, these days, means it need to look good on a smartphone.