Majority Of Emails Opened On Apple Devices, Android Users Pay More Attention

According to the latest US Consumer Device Preference Report from MovableInk, mobile email opens surged to an all-time high in Q4. The report says that 66 percent of all email in the US is now opened/read on smartphones or tablets and 34 percent is viewed on a desktop.

The mobile breakdown is as follows: 49.5 percent of email opens were on a smartphone, 16.8 on a tablet. Of the 66 percent of mobile opens, 58 percent happened on an Apple device; 7 percent were on Android devices.

Source: MovableInk (Q4 2014 data)

Despite the relatively small percentage of email opens on Android devices, according to the report, Android users seem to spend much more “quality time” with email. More than half of Android users spent at least 15 seconds with their mobile email, while 40 percent of iOS users spent three seconds or less.

Source: MovableInk

Another interesting finding in the report involves the time and day of email opens. The highest open rates on the PC happen Monday through Wednesday. On mobile devices, however, it’s Friday through Sunday. That implies a different strategy and delivery approach based on email content or consumer buying patterns.

Smartphones and tablets also showed different open patterns. Most opens on smartphones happened in the morning between 6 am and 9 am, while tablet opens were concentrated at night after 6 pm.

About The Author

Greg Sterling

Greg Sterling is a Contributing Editor at Search Engine Land. He writes a personal blog, Screenwerk, about connecting the dots between digital media and real-world consumer behavior. He is also VP of Strategy and Insights for the Local Search Association.

 

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