Mobile Devices Drive 66 Percent Of Email Opens — Report

According to Movable Ink’s Q1 2014 US Consumer Device Preference Report email opens continue to migrate away from the desktop, which now represents a minority of all email opens. In addition, the tablet share of email opens continues to grow. Movable Ink said that 66 percent of emails were opened on either a smartphone (47.2 percent) or tablet (18.5 […]

Chat with MarTechBot

According to Movable Ink’s Q1 2014 US Consumer Device Preference Report email opens continue to migrate away from the desktop, which now represents a minority of all email opens. In addition, the tablet share of email opens continues to grow.

Movable Ink said that 66 percent of emails were opened on either a smartphone (47.2 percent) or tablet (18.5 percent) in Q1. That’s up slightly from the 65 percent in Q4. By contrast PC email opens were down to 34 percent.

mobile email open rates Q1

 

Source: Movable Ink (Q1 2014)

Most mobile email opens happened on iOS devices. In fact there were more iPhone-driven email opens (38 percent) than on the PC as a whole (34 percent).

According to Movable Ink, iPhones and iPads represented just over half of all email opens (54.5 percent) in Q1. Android devices combined for 10.8 percent of all opens, which was down vs. Q4.

Apple device owners generally spent more time viewing emails as well.

mobile email opens by OS

Finally Movable Ink reported that smartphone email opens peak in the “early morning,” (before working hours) whereas tablet email usage is concentrated in the evening, between 8 pm and 11 pm.  However smartphone usage is dominant throughout the day.

email opens by daypart 

The implications of this report and others that show similar trends are obvious and immediate. Make email and associated “landing pages” mobile friendly. Remarkably I still receive emails on my iPhone that click-through to PC pages that indicate I’m missing the Flash plug-in.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Greg Sterling
Contributor
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Get the must-read newsletter for marketers.