Mobile Devices Own Email

— June 13, 2014

The share of emails opened on mobile devices for several industries have passed the mobile tipping point of 50%, while the use of tablets for opening and reading email is expected to continue its strong growth, according to new research from Knotice, an IgnitionOne company.
 
The “Knotice Mobile Email Opens Report: 2013 Overview” reveals that 48% of commercial emails overall are opened on mobile devices, up from 41% a year earlier.
 
The 44-page report features data on the percentage of email opens occurring on mobile devices (including phones and tablets), click activity, device popularity, activity post-send and more. It is based on a sampling of 1 billion emails sent across 11 industry segments during 2013. It also features tips and strategies to help marketers make the best use of the information presented.
 
Key findings include:
Mobile Email Opens Climb to 48%: The number of emails opened on a mobile device (smartphone and/or tablet) during 2013 rose to 48%. This is a 33% increase over the former mobile email open rate of 36% from the second half of 2012. Data shows the steady, strong increase in mobile open rates continues, which underscores the importance of having a mobile-first mindset.
 
Several industries have passed the “mobile tipping point”: The consumer services, hospitality and financial services industries all saw mobile email opens rates rise past 50% during the second half of 2013. For other industry segments, the mobile tipping point is quickly approaching and marketers need to be ready for when mobile users will make up the majority of their audience.
 
Tablet use jumped significantly from 2012 to 2013: Knotice research saw tablet use jump 41% from 2012 (12%) to 2013. During the first half of 2013, 14% of emails were opened on tablets, while the last half of 2013 saw 17% of emails opened on tablets.
 
The hospitality and consumer services industries have seen the highest mobile email open rates with both at 54%.
 
Yankee Group Senior Analyst Boris Metodiev commented,“The results of the study are not surprising at all and the percent of emails opened on mobile devices will likely continue to rise in the near future. This trend is apparent not only regarding email, but other services available on mobile devices as well. Browsing, watching TV, listening to music, gaming and social networking are all activities that are becoming more and more popular among mobile users, and very soon mobile devices will be the preferred ones for some of these activities. The mobile revolution is already upon us and it is affecting all areas of our lives.”

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