Report: 66 Percent Of Email Opens On Mobile, Mostly iOS Devices

Email marketing platform Movable Ink has released its Q3 “Consumer Device Preferences Report.” The report is focused on email engagement and based on statistics captured from across the company’s client base. The report states that nearly half of all email opens are happening on smartphones. Another 17 percent are happening on tablets and the remaining 34 percent […]

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Email marketing platform Movable Ink has released its Q3 “Consumer Device Preferences Report.” The report is focused on email engagement and based on statistics captured from across the company’s client base.

The report states that nearly half of all email opens are happening on smartphones. Another 17 percent are happening on tablets and the remaining 34 percent are happening on PCs. Of all email opens, Movable Ink says that just over 59 percent are happening on iOS devices. Frankly that’s amazing given Android marketshare dominance.

Movable Ink Q3

The following chart reflects email opens by device and time of day. According to the data, smartphone email opens are consistent throughout the day, while PCs are used principally in the morning and tablets are used largely in the evening hours.

Movable Ink Q3

Where it gets more nuanced and interesting is in the vertical breakdown. In selected categories such as automotive and financial the PC is still preferred to mobile devices for reading email, while in travel the PC and mobile are used equally. In other categories, smartphones dominate as they do overall.

This behavior indicates that consumers are making clear and rational choices about which devices to use for which types of activities and research.

Movable Ink Q3

It’s now very well established that emails (and associated landing pages) that aren’t mobile friendly are largely wasted and can even negatively impact brand perception. Woe be to those retailers and marketers that haven’t yet fully adapted to the mobile marketplace.


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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