Email Opens on Mobile and Tablets Way Past Tipping Point

Consumers love their smartphones and tablets and it's showing in how they engage with brand messaging.

New research from agile email marketing technology provider Movable Ink, shows Americans are viewing emails on their smartphones and tablets more than ever.

The US Consumer Device Preference Report: Q4 2013 reveals that 65 percent of emails were opened on a smartphone or tablet in the fourth quarter of 2013 (up from 61 percent in the previous quarter), while desktop opens slowed to a new low of 35 percent (down from 39 percent in the previous quarter).

Interestingly, iPhone users spent the most time viewing emails, as 38 percent of iPhone users spent 15 seconds or more viewing each message. Android smartphone users came in at a close second, with 35 percent spending 15 seconds or more viewing an email.

Another key finding is that tablet popularity continued to grow with more than 16 percent of emails opened on a tablet (up from 15 percent in Q3 2013).