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Mobile Marketing Taking Over: 65% of Marketing Emails Opened on Mobile Devices in the US

It’s official: Americans are ditching desktops and viewing marketing emails on their smartphones and tablets more than ever, according to new research from Movable Ink.

Movable Ink Email Opens By Device Q4 2013 Mobile Marketing Taking Over: 65% of Marketing Emails Opened on Mobile Devices in the USThe US Consumer Device Preference Report: Q4 2013 reveals that 65% of marketing emails were opened on a smartphone or tablet in Q4 of 2013 (up from 61% in the previous quarter), while desktop opens slowed to a new low of 35% (down from 39% in the previous quarter).

Additional key findings include:

  • iPhone users spend more time viewing emails. 38% of iPhone users spent 15 seconds or more viewing each email. Coming in at a close second were Android smartphone users, with 35% spending 15 seconds or more viewing an email.
  • Popularity of tablets continues to grow. Over 16% of emails were opened on a tablet (up from 15% in Q3 2013). Although Android tablets comprise only 1.8% of total email opens, this figure was twice as high as the previous quarter when they accounted for .9% of total email opens.
  • Android gained market share. Apple smartphones and tablets accounted for 50% of total email opens, a figure that was exactly the same in Q3. But Android smartphones and tablets represented 14% of all email opens (up from 10% in the previous quarter).
  • Thanksgiving was the biggest day for smartphone use over the holiday season; Cyber Monday biggest for desktops. On Thanksgiving, nearly 60% of marketing email opens occurred on smartphones. Cyber Monday showed the strongest showing for desktops, with 40% of all marketing email opens, but was still beat by smartphone opens at 45.5%.

Based on these findings it’s clear that a mobile marketing strategy is not just something that’s nice to have, it’s a necessity. If your business regularly sends out emails they need to be optimized for mobile. But even more important than that, if you link back to your site in the e-mail you better be linking back to mobile friendly pages so you’re not turning away customers.

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Matt Southern is a marketing, communications and public relations professional. He provides strategic digital marketing services at an agency called Bureau in Ontario, Canada. He has a bachelors degree in communication and an unparalleled passion for helping businesses get their message out.

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One thought on “Mobile Marketing Taking Over: 65% of Marketing Emails Opened on Mobile Devices in the US

  1. GREAT ARTICLE, Matt.

    We are seeing more and more long tail searches coming up in the results now with more and more people asking Siri (or other lesser performing personal assistant applications – sorry, Apple Snob here) to find their next destination.

    I am not surprised whatsoever about the numbers in the article. I have employees that ONLY operate on an iPad.

    Things are changing. Everyone needs to get their Mobile on!