Email Marketing: 61% of brand emails are viewed on smartphones and tablets

Email Marketing: 61% of brand emails are viewed on smartphones and tablets

With mobile internet traffic at an all time high, it is not only changing the way we communicate and access the internet but also the way we interact with emails.

According to a recent study by email marketing provider Movable Ink, 61% of brand emails are opened and viewed on smartphones and tablets.

Additionally Apple devices are used 50% of the time to view emails versus 10% for Android devices, however Android users spend the most time viewing emails on their devices.

Email-Views-by-Device

 

The study included over 100 enterprise B2C marketers from the retail, travel, financial, media and telecommunication industries, that are using Movable Ink’s Agile Email Marketing platform.

Apple-vs-Android-email-views

Key Findings:

  • Mobile devices have surpassed desktops. 62% of emails were opened on smartphone or tablet devices, with just 38% of email opens recorded on desktops.
  • iOS is more widely used for email than Android. Although the Android operating system captured 80% market share of global smartphone shipments in Q2 2013*, the iPhone continues to reign as the most popular smartphone for checking email. iPhones accounted for 38.5% of total email opens this quarter, compared to just 9.3% for Android smartphones.
  • Android users spend the most time viewing emails. Android users spend more time viewing emails when they are opened– 53% spend 15 seconds or more viewing each message, compared to just 41% of iPhone users.

Time-Spent-on-Emails-by-device

 

 

Source: Movable Ink