In a new survey released this week from Return Path, the share of email accessed via mobile devices increased 81% from October 2010 to March 2011.
According to the research a total of 16% of emails were accessed via mobile devices in March 2011, up from 9.2% last October. Mobile’s share trailed webmail, which saw 48% of all emails accessed in March, and that of desktop (36%), although the shares of webmail and desktop did drop 4% and 2%, respectively, from October 2010.
“I think what really surprised us is the very rapid growth in mobile as a proportion of all platforms,” said Bryan Dreller, senior product manager at Return Path, an email certification and security company. “I don’t think we expected to see that in just a six-month period; mobile viewership relative to its peers would nearly double,”
The survey, entitled “Email on the Move: The Future of Mobile Messaging,” was admittedly biased against feature phones since it only measured emails containing images, but the results were determined after reviewing more than 130 million email opens sent by more than 90 of the company’s clients.
The most interesting part of the research had to do with how email is consumed as the week progresses. Desktop’s share of email-opens peaks on Monday, and as the week drags on, mobile consumption grows considerably — peaking over the weekend along with the share of Webmail. Desktop’s share falls more than 3% on Sundays, whereas mobile’s share increases by 1.15% on Saturdays and webmail’s jumps by 2.5% on Sundays.
During the workweek, mobile and webmail each cede market share to desktop, which peaks with a 2.7% share increase on Wednesdays versus webmail’s nearly 2% drop on the same day, according to the data. The takeaway, as we’ve said before, is that marketing emails need to be optimized for mobile devices, especially as the growth in usage continues to spike.
Posted in Digital Marketing Blog