Only 32 Percent Of Emails Were Opened On Desktop PCs In 2015 — Report

Apple iOS device opens exceeded all other platforms combined, according an analysis of more than six billion emails.

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Movable Ink released a full-year version of its US Consumer Device Preference Report. The findings are based on analysis of more than six billion emails over the course of 2015.

According to the data, only 32 percent of email was opened on PCs in 2015, while 68 percent was opened on mobile devices. Of that 68 percent, tablet opens comprised about 16 percent.

Email Opens by Device Type

Moveable Ink Q4

Source: Movable Ink

One interesting observation is the big discrepancy between mobile device market share and email opens. Android OS tablets and smartphones represent 53 percent of US mobile devices, but they combined for only 11 percent of all email opens and a slightly larger share of mobile opens. By comparison, iOS devices drove 56 percent of all opens, roughly five times the opens on Android devices.

Despite the fact that most emails were opened on mobile devices (68 percent), most conversions (53 percent) still took place on PCs. The exception to that was in Q4 2015 for retail marketers, when mobile conversions surged.

Conversions by Device Type

Q4 Movable Ink

Source: Movable Ink

The self-evident takeaway from this data is the same as it has been for the past year: marketers must assume the primary device on which their emails will be seen — and potentially acted upon — is a smartphone. In addition, when marketers deliver sufficiently compelling mobile user experiences, motivated consumers will take action and convert.


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.

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