Growth of mobile technology is forcing retailers to change and transform.

A recent research report conducted by Adobe revealed that a strategic e-mail sent to shoppers bright and early might do retailers wonders to up their consumer engagement. The research found that Americans increased their time checking e-mail by 17 percent year-on-year.

Adobe conducted an online survey of 1,004 U.S. white-collar workers from July 28 to Aug. 9 this year. Notably, the study found that Americans spent more than four hours — up 28 percent from 2015 — checking work e-mail and more than three hours looking at personal e-mail — a six percent increase year-on-year.

In 2016, 49 percent of participants denoted e-mail as the preferred method to receive marketing offers, which is a decline from 2015 that accrued 58 percent. Apps and text messages are on the rise as a selected channels for receiving marketing offers, garnering 9 and 7 percent, respectively.

smartphones, apps, consumer behavior

Mobile app Notify Nearby uses beacons to share relevant coupons and news with shoppers. 

As retailers and brands activate new avenues commanded by the Internet of things, U.S. consumers will best receive e-mail strategies in short mobile-friendly formats that are personalized and frequent, though not overwhelming.

What’s more, smartphones have finally surpassed computers as the primary device for checking up on e-mail. Sixty-three percent of participants checked personal e-mail on their phones. Computers still dominate as the preferred device for professional e-mails, but that might be changing. About 45 percent of those surveyed refer to work e-mail on their smartphone — growing 21 percent year-on-year.

And while e-mail invades every corner of Americans’ lives, interacting face-to-face with others still requires near full attention. The study noted that peers checking e-mails during an in-person conversation annoyed nine percent of Americans. Retailers and brands: Keep e-mails short and sweet.

No place is too sacred to check e-mail. According to the study, 69 percent of Americans check e-mail while watching TV or a movie, 57 percent look at their inbox while in bed, a whopping 43 percent check e-mail while on vacation, 31 percent refer to e-mails when sharing a meal with others and even 11 percent check e-mail during a formal ceremony.

iphone smartphone case

Smartphone cases have grown to a $8.75 billion business that mixes both tech and fashion.  Boudet/BFA/REX/Shutterstock

Millennials are leading the charge of smartphone domination — 90 percent of the tech-savvy set falling between the ages of 18-24 and 88 percent of those aged 25-34 use smartphones to check e-mails. The generation catches up on e-mails early and often. Forty-nine percent of Millennials look at their inboxes while still in bed, a 36 percent rise year-on-year.

Americans belonging to multiple generations are facing challenges disconnecting from devices. While on vacation, 79 percent of the respondents of the survey disclosed that they check work e-mail on vacation. The study found a four percent rise of people checking both their professional and personal e-mails while in bed. Consider timing of e-mails to align with the consumer’s daily activities.

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