After meeting (and exceeding!) the 50% tipping point in November, mobile opens maintained their majority share through December. For the first time since May 2012, webmail opens netted an increase—moving from 18% to 20% of opens. Meanwhile, desktop opens decreased from 31% to 29%. Earlier in December, Gmail shook things up with big announcements which contributed to another major change in email client market share.
Litmus offers testing for a wide variety of native email clients on mobile devices, including Android, BlackBerry, iPhone, iPad, Symbian and Windows Phone. However, many users prefer to read their email in a third-party app or via webmail in a mobile browser. While these choices are great for smartphone users, it can offer quite the headache for email designers. Today, we’re excited to announce a new addition to that list: the Android Gmail app.
Six months after Gmail’s tabbed inbox was announced, opens have continued to decline. The effect of this decrease was seen in our top ten for October, as Gmail moved down a notch to the #9 spot in the top ten. Overall, Gmail opens are down a full percentage point since May, or a 27% change.
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%.
Mobile opens hit a plateau from May through July, but August saw a 3% leap, and mobile opens now represent 47% of market share—a new record high, and nearly a 24% change since a year ago.
Over the past few months we’ve heard a lot of buzz surrounding the release of Outlook.com and Gmail’s new tabbed inbox. It’s likely that we’ve seen the extent of any changes to Outlook.com opens for now, but we’ve been keeping a close eye on Gmail. Everyone’s been asking if the new tabbed inbox will have a negative impact on email opens.