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.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji