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BizReport : Email Marketing : February 12, 2016


Less than one-third of emails opened on desktop last year

Less than a third of email was opened on desktop in 2015, according to the latest full-year version of Movable Ink's U.S. Consumer Device Preference report.

by Helen Leggatt

Analysis of more than 6 billion emails distributed during 2015 reveals that the number of emails being opened on a mobile device continues to rise.

More than two-thirds (68%) of email sent last year was opened on a mobile device driven, in part, by higher than average mobile activity during the holiday season in Q4. Furthermore, Movable Ink's free report shows smartphones are now the leading device on which email is opened with just 16% of mobile opens occurring on a tablet.

However, of the 1.4 million conversions during 2015, more than half (53%) happened on a desktop with the retail apparel industry the exception averaging a 62% mobile conversion rate for 2015.

conversions.png

In terms of device type, iOS devices accounted for the most opens with iPhone in first place (42%) followed by desktop (32%) and iPad (14%). Just 10% of opens happened on an Android smartphone and 1% on an Android tablet.

But, when it comes to time spent reading emails, it was Kindle and Android users who spent the most time - 62% of Kindle users spent 15 seconds or more reading emails, followed by 48% of Android smartphone users. Users of iOS devices merely glanced (0-3 seconds) at email.

Tags: email, iOS, marketing, mobile, Movable Ink, smartphone, tablet










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