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Which Devices Are B2C Marketing Emails Opened On?

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Nearly two-thirds (65%) of B2C marketing emails were opened on either a smartphone or a tablet in 4Q13, up from 61% in 3Q13, according to recent data from Movable Ink.

Some 48% of opens occurred on a smartphone, and just over 16% occurred on a tablet, the analysis found. Tablet opens were up from 15% in 3Q13 and 14% in 2Q13.

Although Android tablets accounted for only 1.8% of opens in 4Q13, that figure was twice as high as in the previous quarter, when they accounted for 0.9% of total email opens.

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

Below, 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.

About the research: The report was based on 4Q13 data from Movable Ink's customer base of more than 100 enterprise B2C marketers from the retail, travel, financial, media, and telecommunications industries.

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Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by David Mon Feb 10, 2014 via web

    With all due respect, these numbers simply don't add up. Android market share in the US is about 50% (above or below, depends who you're asking). Does this research suggests that Android users don't read emails on their phones? I find it hard to believe. The more obvious answer is that an open from an Android client is less likely to register due to several reasons, like that Gmail client doesn't download images automatically (this is the way to measure opens) or some other reasons that don't identify the device.

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