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BizReport : Email Marketing : May 17, 2011

Return Path: Mobile email viewing increases 81%

The majority of email is read on PCs, but a new study on email by Return Path shows significant growth in email viewing on mobile devices.

by Helen Leggatt

Around half (48%) of email is viewed on webmail via PCs, while desktop email accounts for 36%. However, the growing number of consumers packing the power of mobile devices in their pockets has pushed up the number of those accessing their email on-the-go.

While mobile currently makes up a small proportion of the total email audience, Return Path's study found an 81% growth in email activity on mobile devices. The number of people checking email via their mobile devices rose from 9% to 16% in the last six months.

Earlier this year a comScore report highlighted the decreasing amount of time consumers spend with webmail (down 9% in the year to November 2010) along with a decline in page views (down 15%), compared with an increase in the number of people (36%) accessing email via mobile.

The rise in mobile email use demonstrates to marketers the need to have a presence in each arena - web and mobile. Just as importantly is the consideration needed as to where customers will view email communications and the implications that holds for message timing, design and content.

Tags: email marketing, mobile email, mobile Internet, mobile marketing, webmail

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