Email certification and reputation monitoring company Return Path has announced the findings from its Email on the Move: The Future of Mobile Messaging study. The study examines where, when and how email is most often read across webmail, desktop and mobile platforms, underscoring the critical importance of sending the right message at the right time for the emerging tablet user community.
The study reveals an explosive 81-percent growth in mobile email viewership. While mobile email viewership is expected to continue to increase, webmail and desktop viewership isn’t going away. People are consuming email anywhere and everywhere they are – at home, in the office and on the road.
The leading platform for viewing email is webmail with 48 percent of the total. Desktop use accounts for a little more than 36 percent of views with mobile access coming in around 16 percent. When it comes to desktop access, Outlook (with all versions of that platform combined) owns 63 percent of the views. The 81-percent growth in the accessing of email via a mobile device comes at the expense of webmail access, with desktop use remaining steady.
While still a small percentage of overall viewership, the use of mobile devices and in particular tablets is rising quickly. What is critical for marketers to know is that with the introduction of the tablet, the definition of mobile changed permanently. As tablet use becomes more common, new kinds of email experiences in new places and times are now available to consumers. Marketers must adapt to the ways consumers are viewing content as an important part of staying ahead of the curve.
Return Path’s research data was compiled using its Campaign Insight tool that tracks which platforms and email clients subscribers use to read email. Return Path examined six months of data from more than 90 different clients across 130 million data points.
The complete Email on the Move report is available for download.