Email Viewership Report: Opens via iPad Up 73%
Mobile email viewership is climbing: Some 23% of email messages were viewed via mobile device* during the six months ended September 2011, up 34% from the previous six-month period, according to study by Return Path, which also found that Monday is the worst day of the week for mobile email viewership.
The growth in mobile came at the expense of webmail (e.g., Yahoo, Gmail) and desktop viewership:
- Webmail opens accounted for 44% of email opens in the six months ended September 2011, down 11% from the previous six-month period.
- Desktop opens accounted for 33% of opens, down 9.5%.
Below, other findings from the study by Return Path, based on email campaigns sent from April to September 2011.
Among email messages viewed via desktop, Outlook accounted for 63% of views, followed by Apple Mail with 31%. The next closest were Thunderbird and AOL Desktop with about 3% of email views each.
iPad Use Skyrocketing
The total number of opens via iPad in the six months ended September increased 73% over the previous six-month period. Email views via iPad jumped 12% between March and April, when the iPad 2 launched, then continued steadily upward.
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