36 per cent of UK consumers now read marketing emails on their mobile devices, according to  a report from digital agency STEEL London – and, among 18-34 year olds, that number rises to 55 per cent.

69 per cent of people who read marketing emails on their mobile have immediately acted on it in some way – most commonly clicking through to a site (42 per cent), followed by making a purchase (30 per cent). And once again, 18-34 year olds are the most likely to do these activities.

“Consumers are increasingly using their mobile as their preferred media and communication device,” says STEEL CEO Andy Hinder. “Because of this, the mobile has become the gatekeeper for further action and engagement with emails. With better targeted marketing emails, and the growth in mobile commerce, it is essential for brands to look at how they further adapt their email marketing strategies for mobile.”

The experience of reading emails on mobiles still attracts a high level of dissatisfaction from users. 42 per cent of respondents – and 89 per cent of over 55s – said there is too much scrolling. The 18-34 demographic (at 45 per cent) are more likely to be annoyed by emails having a non-mobile friendly.