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TMCNet:  2014: Mobile Email Opens Hit 51%

[January 14, 2014]

2014: Mobile Email Opens Hit 51%

CAMBRIDGE, Mass. --(Business Wire)--

Litmus, provider of web-based email rendering, email analytics and spam testing tools, reports that mobile now accounts for the majority of email opens, with a 51% share. Meanwhile, Android (News - Alert) 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 by Litmus Email Analytics.

"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 closerto taking over the world. This ongoing trend is one of many indications that the rise of mobile is primarily consumer-driven."


MOBILE LEADS AT THE EXPENSE OF WEBMAIL

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.

61% OF WEBMAIL USERS PREFER READING EMAIL ON (News - Alert) MOBILE

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 (News - Alert) 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 (News - Alert) iPhone: 26%
  • Google Android: 22%
  • Apple iPad: 13%

ANDROID UPSETS IPAD FOR #3 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 (News - Alert) reports that 82% of smartphones sales in Q3 2013 were for Android devices, compared to 12% for iOS.

Get more email client market share stats by visiting the Litmus blog. Or discover your mobile email audience with a free Litmus trial.

About Litmus

Agencies, designers and marketing teams worldwide use Litmus email preview and analytics solutions to test, target and optimize their campaigns. View compatibility in major desktop, webmail and mobile email clients; identify mobile users; scan content and reputation against server-side and ISP filters; and save valuable time troubleshooting and verifying campaigns. http://litmus.com/


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