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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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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