While mobile dominates many areas of digital communication, journalist engagement with press releases may follow a different pattern – particularly in technical, trade-focused sectors.
For more than a decade, mobile-first has been treated as gospel in digital communication. We’ve been told that everything – from websites to emails – must be designed for the thumb scroll. But in our industrial B2B communications niche, is that always true?
What our data shows
At SE10, we distribute dozens of press releases each month using platforms such as ConstantContact that provide detailed engagement analytics.
Reviewing the last 90 days of activity from our trade media lists, we found that, on average, around 96% of press release email opens came from desktop devices, with mobile accounting for just 4%.
For comparison, newsletters sent to our clients’ customers saw mobile opens closer to 10%. That’s still much lower than widely quoted global benchmarks, but notably higher than the figure for press releases.
This is, of course, a relatively small and specific dataset, but it does highlight an important consideration: how journalists access information may not mirror broader audience behaviour.
Designing around how journalists work
There are several practical reasons why this might be the case. Industrial trade journalists often need to:
• Review detailed technical information
• Download and handle high-resolution imagery
• Cross-reference specifications and sources
• Draft and edit long-from content
While mobile devices clearly play a role – particularly when travelling or attending events – these tasks are typically easier and more efficient on a laptop or desktop.
If that’s the reality of their workflow, it makes sense that the way we present information should support it.
A two-screen reality
None of this suggests that mobile isn’t important. In fact, our experience points to something more nuanced.
Using SEMrush to look at traffic across a selection of trade media websites, we see a more balanced picture- often closer to a 50/50 split between desktop and mobile.
This reflects a different pattern of behaviour:
• Journalists may primarily engage with content at a desk
• Readers – engineers, project managers, and operatives – are more likely to consume that content on a mobile device, often on the move.
Rather than a simple desktop-versus-mobile decision, what we’re seeing is a two-screen journey.
What this means in practice
For industrial B2B communications, this suggests a more tailored approach:
1. Make press releases easy to use on a desktop
Structure content so it works as a practical tool for journalists – clear formatting, easy copy and paste, and straightforward access to downloadable assets. Mobile responsiveness still matters, particularly for quick scanning, but desktop usability should not be overlooked.
2. Ensure linked content is fully mobile-optimised
From landing pages to case studies, the content that sits behind your press release should deliver a seamless mobile experience. While the journalist may be working on a laptop, their audience is often reading on a phone.
Why data matters
Using professional distribution platforms provides valuable visibility into how content is actually being used – who is opening it, when, and on which device.
That level of insight supports more informed decisions, from how content is structured to how follow-up is handled. It also helps ensure communication aligns with the way journalists work. Making their job easier will ultimately generate more and better coverage.
A note on context
It’s worth emphasising that this won’t apply universally. Different sectors, regions, and audiences will behave differently, and broader mobile-first principles remain highly relevant in many areas of marketing.
But in industrial B2B media relations, our data suggests it’s worth taking a closer look at the assumptions we rely on.
Let’s talk data-driven PR strategy. Are your communications decisions based on broad trends or on the specific, measurable behavior of your target audience? If you’re ready to build a more data-driven approach, our team is here to help.
Hannah Kitchener
Associate Director
About the author
Hannah is an associate director in the UK, leading strategic campaigns for industrial clients across the EMEA region. A professionally qualified journalist (NCTJ), she combines specialist sectoral knowledge in construction, energy, and materials handling with a strong network of trade media contacts to secure valuable coverage. Her expertise in inter-cultural communication, honed by degrees in modern languages and translation, is key to executing campaigns that succeed across diverse European markets.
