Mobile Dominates Email With 65% Opens in The 4th Quarter

65 percent of B2C marketing emails were opened on a mobile device in the fourth quarter of 2013, according to data from Movable Ink. 48% of opens occurred on a smartphone, and over 16% on a tablet.

Desktops accounted for 35% of email opens, down from 39% in the previous quarter.

Additional key findings from the report, which was based on data from Movable Ink’s customer base of more than 100 enterprise B2C marketers from the retail, travel, financial, media, and telecommunications industries.

Opens by Operating System

  • Apple smartphones and tablets accounted for 50% of B2C marketing email opens in 4Q13.
  • Android smartphones and tablets accounted for 14% of all email opens, up from 10% in the previous quarter.

Read Time

  • Across all devices, iPhone users spent the most time viewing emails: 38% spent 15 seconds or more viewing each marketing message.
  • Android smartphone users came in a close second, with 35% spending 15 seconds or more viewing an email.

The report was based on fourth quarter 2013 data from Movable Ink’s customer base of more than 100 enterprise B2C marketers from the retail, travel, financial, media, and telecommunications industries.

Have you optimized your email for mobile? Call 877.447.0134 to learn more.

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