Broadcast email marketing blog

The number of mobile smartphone users is growing rapidly, and with that comes an increase in the number of email users accessing their email via their mobile device. What was once mainly a business practice by few is now common practice by many. Email marketers need to be aware of this shift in email consumption and craft their campaigns accordingly.

To provide more insight into this shift towards mobile email we’ve compiled this list of smartphone, mobile platform and mobile email marketing statistics.

MOBILE/SMARTPHONE USER BASE:

• Global sales of smartphones will grow about 46% this year to 687.9 million units and top 1 billion units in 2014.
Source: Reuters (April, 2012)

• Smartphone Ownership Has Tripled in Two Years
• 44% of all Americans age 12 and over own a smartphone, representing half of all cell phone owners.
Source: Edison Research (April, 2012)

• There are 234 million mobile users in the US.
• Of the 234 million, 90.1 million are smartphone users
• The 90.1 million smartphone users represent 38% of all mobile users
• The 38% of smartphone users represent 28.8% of the US population
Source: eMarketer (August, 2011)

MOBILE PLATFORM MARKETSHARE:

Smartphone operating system marketshare:

- 48% Google Android
- 32% Apple (iPhone, iPad, iPod Touch)
- 11% RIM Blackberry
- 4% Other (Windows Mobile, Symbian, Palm, etc.)

Source: Nielsen (March, 2012)

MOBILE EMAIL MARKETING:

• 82% of smartphone users check and send email with their device.
Source: Google (April, 2011)

• 90 million Americans access email through a mobile device, with 64% doing so on a near-daily basis.
Source: ComScore (January, 2012)

• 27% of all emails are opened on a mobile device. 20.6% from smartphones, 6.8% from tablets.  This is up from 13.4% in Q4 2010.
• iPhone and iPads combine to account for over 22% of all email opens. Android phones and tablets account for just under 5%.
• The iPhone accounts for nearly 70% of all email opens on a mobile phone, the iPad accounts for 97% of all opens on tablets.
• Over 95% of emails are only opened on one device. Very few users open emails on mobile first and save for desktop later.
Source: Knotice Mobile Email Opens Report (April, 2012)

• In February 2012, customers using the Litmus Email Analytics product saw an even split between mobile, desktop and webmail opens.
Source: The Mobile Future For Email (March, 2012)

• 90% of smartphone owners access the same email account on mobile and desktop.
Source: Exact Target 2011 Channel Preference Survey

• 43% of mobile email users check email four or more times per day compared to 29% of those who do not use mobile email.
Source: Merkle “View From the Digital Inbox 2011″

• 70% of consumers delete emails immediately that don’t render well on a mobile device.
Source: BlueHornet “Consumer Views of Email Marketing” (January, 2012)

• 38.5% of mobile internet internet time is spent using mobile email.
Source: Nielsen (May 2010)

• 35% say they are “somewhat likely” to make a purchase from a mobile email
Source: Marketing Vox (April, 2012)

• Some 16% of US smartphone owners say they have complete at least one purchase as a direct result of a marketing message they received on their smartphone.
Source: ExactTarget “Mobile Dependence” (2011)

• Special offers (27%), vouchers (21%) and realtime tracking (21%) are most preferred email types to receive on mobile. Newsletters are the fifth most preferred type with 12% of respondents saying they like to view that email type on their mobile the most.
Source: Edialog “The Future of Mobile Messaging” (2011)

 

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