Mobile Overtakes Desktop for Email Readership
Published on: 15th Jan 2014
Mobile devices now account for the majority of email opens with a 51% share according to analytics by Litmus. Meanwhile Android has risen to the top three in email client market share.
Litmus is able to share these statistics after analyzing more than 321 million email opens compiled from data collected worldwide.
"This is an increase of three percentage points since the previous record of 48% from October 2013," said Justine Jordan, Litmus marketing director. "Desktop opens now make up 31% of opens, while webmail has dipped to 18%. It seems that each passing holiday season brings everything 'mobile' a little closer to taking over the world. This ongoing trend is one of many indications that the rise of mobile is primarily consumer-driven."
Since November 2012, mobile opens have increased 24% (from 41% to 51%), while webmail has decreased 29% (from 28% to 20%), essentially leading to a swap between the two environments.
Desktop opens have seen a less dramatic change, with a decrease of just 6% since November 2012 (from 31% to 29%); further evidence that consumers are the ones turning to their smartphones for email, while businesses continue to rely on desktop email.
Nearly Two-Thirds Prefer Mobile Service
Email analytics data taken from more than six million webmail opens shows that webmail users prefer reading email on mobile. Webmail users can choose to view messages in a browser, using a mobile device, or even in a desktop email client, and no surprise-they are turning to mobile more often.
- A whopping 61% open on a mobile device
- 22% of webmail users open emails in a browser
- 17% open in a desktop email client
Webmail provider trends:
- Gmail and Yahoo! users are the most mobile-savvy, with 68% of opens occurring on a smartphone or tablet
- 56% of AOL opens happen on mobile
- Outlook.com users use mobile about half the time, with 47% of opens coming from devices
Specific operating systems or devices most popular amongst webmail users:
- Apple iPhone: 26%
- Google Android: 22%
- Apple iPad: 13%
Android Beats iPad for Third Spot
As mobile tipped past the 50% point, Android enters 2014 as a member of the top three in email client market share. The platform has finally pulled ahead and claimed iPad's long-held spot at #3, gaining nearly four percentage points and upsetting iPad with 12% of total opens.
While Android opens are hard to track due to automatic image blocking, sales of Android smartphones have continued to outpace other platforms. Gartner reports that 82% of smartphones sales in Q3 2013 were for Android devices, compared to 12% for iOS.
Tags: mobile email