Do the right things according to the data

1. A recent overseas survey found that teenagers aged 14 to 18 are the group most likely to read email on a mobile device.
2. Across all respondents, 25.6% open email on a phone first.
3. Among respondents aged 14 to 18, 40% open email on a phone first, while 25.6% never read email on a phone at all.

4. In the 56 to 67 age group, 8% habitually open and read email on a phone first, and 55% never open email on a phone.
5. 55% of email is opened on a phone, 19% on a desktop computer, and 26% through webmail.
6. Of email read on a mobile device, 60% is on iPhone, 21% on iPad and 18% on Android.
7. The category most often revisited on a mobile device is entertainment and leisure (71%), followed by cultural activities (60%).

When we address a segmented market, being able to read its responses matters a great deal — and this data sketches out one segment clearly: teenagers who love entertainment content and are never without a phone. What is your plan for them?

Send the right content to the right people at the right time. It is what we insist on, and it is what the market demands.