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Consumers open almost half of all marketing emails on mobile devices, yet they prefer to interact with promotional messages on a computer, according to a recent report by Yesmail Interactive.

The study found that that 49% of all marketing email opens now happen on a mobile device, yet the click-to-open rate (how many consumers clicked after opening an email) is significantly lower for mobile.

Twice as many people click on an email after opening it on a desktop (23%) compared with a mobile device (11%).

Below, additional key findings from the report, which was based on an analysis of 5 billion marketing emails sent by Yesmail in the second quarter of 2013.

Mobile vs. Desktop 

  • 61% of consumers now read at least some of their emails on a mobile device, and 30% read email exclusively on mobile devices. 
  • Another third are device-agnostic and use their computer and their mobile device interchangeably. 
  • This split between mobile and desktop preference varies significantly by vertical. The B2B industry's desktop vs. mobile preference is split almost equally down the middle; hybrid viewership comprises only a minor percentage. 

Mobile Click-to-Open by Industry 

  • Consumer services companies, such as Groupon and Yelp, enjoy the best interaction on mobile devices, with a mobile click-to-open rate of nearly 20%. 
  • Financial services emails have the lowest mobile click-to-open rate at 2%. 

Platform Preferences 

  • iOS devices are consumers' top choice for reading emails on the go, with 82% of all mobile messages opened on Apple devices. 
  • Android comes in second with 17% of mobile email opens. Blackberry, Windows Phone, and other devices combined account for less than 1% of mobile email opens. 

About the research: The report was based on an analysis of 5 billion marketing emails sent by Yesmail in the second quarter of 2013.

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ABOUT THE AUTHOR

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