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65% of marketing emails were opened on a mobile device last quarter; Android tablet use doubles

Posted: , by Alan F.

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65% of marketing emails were opened on a mobile device last quarter; Android tablet use doubles
Americans overall continue to read a majority of their junk mail on a smartphone or tablet. The latest report from Movable Ink reveals that a whopping 65% of emails related to marketing were opened on a mobile device last quarter. That was up 4% sequentially and leaves only 35% of such mail opened on a desktop, which is a record low.

65% of marketing email was opened on a mobile device in Q4

65% of marketing email was opened on a mobile device in Q4

Breaking down the data even more, 48.23% of the mail was opened on a smartphone while 16.52% of the emails were opened on a tablet. The tablet figure is up from 15% in the third quarter. Android tablets were used to open just 1.8% of the email, but that was double the .9% figure from the previous quarter, showing strong momentum for slates powered by Google's open source OS.

The amount of marketing email opened by an Apple iPhone or Apple iPad was flat in the fourth quarter at 50%. But Android handsets and tablets saw a 40% increase in emails opened, going from 10% of the total in Q3 to 14% in the following quarter. The stats also indicated that iOS users spend the most time viewing junk email, with 38% of them spending 15 seconds or longer going through such missives. 35% of Android users spent the same time reading the email.

Desktop usage is declining throughout the U.S., according to the stats. Maine and Vermont, the last two holdouts, both opened marketing email on a smartphone more than 50% of the time in Q4. Texas was the leader with 57% of such email read on a smartphone.

"This quarter’s report shows that we are in the midst of a mobile takeover. In the new year, we expect marketers to continue to place high priority on mobile optimization which will allow them to better engage consumers who are on-the-go with relevant, real-time offers."-Vivek Sharma, Co-Founder and Chief Executive Officer, Movable Ink

Thanksgiving is a big day for mobile device usage. Last year's Turkey day holiday saw 60% of marketing email opened by a smartphone. The best day of the year for desktops was Cyber Monday when 40% of the email was read on a desktop. Still, smartphones opened the messages 45.5% of the time on that day.

source: MovableInk via FiercreMobile

5 Comments
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posted on 27 Jan 2014, 13:38 3

1. androiphone20 (Posts: 1521; Member since: 10 Jul 2013)


Its easy to just take out your smartphone and check your mail on the go, I normally go to my laptop when I want to do something productive.

posted on 27 Jan 2014, 14:22 2

2. akki20892 (Posts: 3655; Member since: 04 Feb 2013)


That's true. It's easy to use in smartphone.

posted on 27 Jan 2014, 14:25 1

3. Finalflash (Posts: 1912; Member since: 23 Jul 2013)


I bet partially why the figure is lower for android is because those invested in Gmail email wise have a nice little tab for ads and promotions that you can easily dodge. Others in the non-Gmail crowd usually don't have that option and get it in their regular mail (those promotional materials that isn't pure junk that is). At least I haven't seen the same organization in outlook, don't know what yahoo or whatever other email client is out there has.

posted on 27 Jan 2014, 15:00

4. Credo (Posts: 695; Member since: 19 Apr 2012)


I don't like the way they control us

posted on 27 Jan 2014, 15:17

5. AfterShock (Posts: 2985; Member since: 02 Nov 2012)


Less chance of getting a virus then on a PC.

You just look at a pc wrong, it's infected.

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