Email is further driving traffic to the mobile web with email and newsletter click through from mobile phones. A recent study by Nielsen.com indicates that 40% of mobile phone users in the US have smartphones. A survey by Pew Research reveals that 76% of smartphone users in the US read email on their phones and another study also by Pew Research indicates that 90% of college educated individuals or those earning more than 50k per year have cell phones. This means that publishers can expect that on average 30% of their audience with mobile phones (27% overall) will be reading emails and newsletters on smartphones. For publishers with professional business or higher net wealth audiences this percent could be significantly higher. In Europe smartphone usage is close to 60% of the mobile phone users according to a study last year by comscore. Source: Xtenit
