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Mobile Email Expected to Reach Tipping Point in 2013


More than one-third (36%) of email messages across 12 key industries were opened via mobile devices (phones and tablets) in the first half of 2012, up from 20% one year earlier, according to a study by Knotice.

Moreover, the share of mobile email opens is projected to surpass 50% for most brands over the next 6-12 months, the study found.

Below, additional findings from the Knotice Mobile Opens Report, based on email campaigns conducted across 12 industries during the first half of 2012.

iPhone, iPad Dominate Opens

Mobile phones accounted for 25.85% of all email opens in 1H12, and tablets accounted for 10.16%. iPhones were the most popular device, accounting for 19.71% of email opens, followed by the iPad tablet with 9.63% and the Android phone with 5.88%:

Mobile Opens by Industry

Mobile opens (i.e, via smartphones and tablets) across the top-performing sectors in 1H12 were as follows:

  • Consumer Services: 42.17%
  • Financial Services: 40.13%
  • Cable and Telecom: 35.85
  • Retail: 35.56%

By contrast, the average number of B2B email opens in the first half of 2012 via mobile devices was 16.30% (13.76% via mobile phones and only 2.54% via tablets).

Mobile Opens by Time of Day

As in previous studies, the share of email opens occurring on mobile devices spikes during the early morning, late afternoon, and late night:

About the data: Findings are based on the analysis of 807 million permission-based emails from 12 industry segments, sent from January 1 to June 30, 2012.

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