Data from Knotice's Latest Mobile Email Opens Report Finds Many Industries Have Passed the Mobile Tipping Point, Analyzes Timelines of Open Activity, Popular Mobile Devices and more
The share of emails opened on mobile devices for several industries have passed the mobile tipping point of 50 percent, while the use of tablets for opening and reading email is expected to continue its strong growth, according to new research from Knotice, an IgnitionOne company.
The "Knotice Mobile Email Opens Report: 2013 Overview" reveals that 48 percent of commercial emails overall are opened on mobile devices, up from 41 percent a year earlier.
The 44-page report features data on the percentage of email opens occurring on mobile devices (including phones and tablets), click activity, device popularity, activity post-send and more. It is based on a sampling of 1 billion emails sent across 11 industry segments during 2013. It also features tips and strategies to help marketers make the best use of the information presented.
Key findings include:
Mobile Email Opens Climb to 48 Percent: The number of emails opened on a mobile device (smartphone and/or tablet) during 2013 rose to 48 percent. This is a 33 percent increase over the former mobile email open rate of 36 percent from the second half of 2012. Data shows the steady, strong increase in mobile open rates continues, which underscores the importance of having a mobile-first mindset.
Several industries have passed the "Mobile Tipping Point": The consumer services, hospitality, and financial services industries all saw mobile email opens rates rise past 50 percent during the second half of 2013. For other industry segments, the mobile tipping point is quickly approaching and marketers need to be ready for when mobile users will make up the majority of their audience.
Tablet Use Jumped Significantly from 2012 to 2013: Knotice research saw tablet use jump 41 percent from 2012 (12 percent) to 2013. During the first half of 2013, 14 percent of emails were opened on tablets, while the last half of 2013 saw 17 percent of emails opened on tablets.
Hospitality and Consumer Services See Highest Mobile Email Open Rates: The hospitality and consumer services industries have seen the highest mobile email open rates with both at 54 percent.
