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Email Opens, Conversions, and Read Times by Device Type

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Two-thirds (67%) of all US email opens occurred on a mobile device in 1Q15, according to a recent report from Movable Ink.

The report was based on data from 1.2 billion email opens that occurred between January and March 2015 in the United States. The emails were sent by Movable Ink’s customer base, which includes more than 250 enterprise B2C marketers from the retail, travel, financial, media, and telecommunications industries.

Some 50% of the email opens tracked occurred on a smartphone, and 17% occurred on a tablet, the analysis found; the remaining 33% of opens occurred on a desktop computer.

Below, additional key findings from the report.


Opens by Device Type

Some 41% of the email opens tracked in 1Q15 occurred on an iPhone; 33% occurred on a desktop computer; 16% on an iPad; 7% on an Android phone; and 1% on an Android tablet.

Conversions by Device Type

Though desktops still make up the largest share (37%) of email conversions, iPhones are catching up, accounting for 31% of conversions from email in 1Q15.

Read Time

Kindle Fire and Android Phone users spent the longest amount time reading an email, on average, in 1Q15.

About the research: The report was based on data from 1.2 billion email opens that occurred between January and March 2015 in the United States.


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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

Twitter: @ayaznanji

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Comments

  • by Jim Thu May 28, 2015 via web

    I love email related information, but I must point out that I think the statement "Two-thirds (67%) of all US email opens occurred on a mobile device in 1Q15..." is a bit over the top when later we find out that it was among email sent using a single company's services. It is important to know the trends, but let's not overstate things for promotional purposes.

  • by Stephan Tue Jun 2, 2015 via web

    To piggyback on Jim's point, this was a study of 250 B2C companies in sectors that common sense will tell you have an audience that's highly mobile.

    But at the same time, I appreciate the fact the author included the context because it's all-too-often left out on other websites, forcing us to hunt down the original report for the real context.

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