Marketers hoping that the rapid shift toward mobile devices will help simplify their email approaches during the holiday season may be disappointed, according to a recent report from Return Path.

Global consumers appear to be engaging in more multi-screen rather than mobile-only email interactions this year, the analysis found. Moreover, in November, less than half of the emails examined were opened on a mobile device, a decrease from last year when mobile open rates surpassed 50%.

The report was based on data from 16 billion email opens that occurred between October 2013 and December 2014.

Other key holiday mobile email trends highlighted in the report:

  • Last year, 62% of all email opens occurred on mobile devices on Christmas Day; the proportion this year could serve as a good indicator of whether the move to mobile has accelerated or steadied.
  • Despite reports of declining sales, iPads continue make up more than 20% of email opens on iOS devices, indicating people may be sticking with their existing tablets rather than using them less.
  • Residents of the United Kingdom average the most mobile emails opens (60%) of any country examined.
  • Apparel retailers have the highest mobile email open rates (59%) of any industry.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji