48% of Emails are Opened on Mobile; Gmail Opens Down 20% Since Tabs

[ 0 By

Mobile opens continued their climb toward 50% by gaining another percentage point last month. Emails opened on smartphones and tablets now account for 48% of total opens. Of course, that increase in mobile opens always has to come from somewhere: in September, desktop opens increased to 33%, while webmail opens dipped to 19%.

environment-sept-2013

Mobile opens have gained 10 percentage points since September 2012, while webmail clients have lost that same amount. Interestingly enough, desktop clients have remained relatively flat over the last year. There were some bumps along the road but no overall change from twelve months ago.

A DEEP DIVE INTO MOBILE

iPad and iPhone dominate mobile opens, with a combined total of nearly 80%. Android makes up a respectable 20% of opens, which BlackBerry and Windows Phone combine to represent less than 1%. Growth for each mobile OS has been slow and steady increases across the board.

mobile-open-detail-sept-2013

In the past year, iPhone opens have increased 25%, while iPad opens have increased 20%. Android has seen the most growth over the past year with an overall 37% change.

mobile-os-growth-sept-2013

IOS 7 SEEING FAST ADOPTION

The most recent version of Apple’s mobile operating system was released on September 18th. At the end of September, iOS 7 accounted for nearly 25% of all iOS opens, and we expect adoption to rise rapidly. I wouldn’t be surprised to see iOS 7 take over iOS next month.

iOS-market-share-sept-2013

TABS CONTINUE TO AFFECT GMAIL OPENS

With four months of steady decline, it’s apparent that tabs are affecting opens in Gmail. After the introduction of the tabbed inbox in May, Gmail opens have dropped 20%.

gmail-opens-sept-2013

Anecdotal evidence suggests that engagement is up and unsubscribes are down—a silver lining and indication that perhaps change isn’t so bad after all.