New Research Finds 48 Percent of Emails are Opened on Mobile Devices Overall

AKRON, Ohio, June 11, 2014 /PRNewswire/ -- The share of emails opened on mobile devices for several industries have passed the mobile tipping point of 50 percent, while the use of tablets for opening and reading email is expected to continue its strong growth, according to new research from Knotice, an IgnitionOne company.

The "Knotice Mobile Email Opens Report: 2013 Overview" reveals that 48 percent of commercial emails overall are opened on mobile devices, up from 41 percent a year earlier.

The 44-page report features data on the percentage of email opens occurring on mobile devices (including phones and tablets), click activity, device popularity, activity post-send and more. It is based on a sampling of 1 billion emails sent across 11 industry segments during 2013. It also features tips and strategies to help marketers make the best use of the information presented.

Key findings include:

Mobile Email Opens Climb to 48 Percent: The number of emails opened on a mobile device (smartphone and/or tablet) during 2013 rose to 48 percent. This is a 33 percent increase over the former mobile email open rate of 36 percent from the second half of 2012. Data shows the steady, strong increase in mobile open rates continues, which underscores the importance of having a mobile-first mindset.

Several industries have passed the "Mobile Tipping Point": The consumer services, hospitality, and financial services industries all saw mobile email opens rates rise past 50 percent during the second half of 2013. For other industry segments, the mobile tipping point is quickly approaching and marketers need to be ready for when mobile users will make up the majority of their audience.

Tablet Use Jumped Significantly from 2012 to 2013: Knotice research saw tablet use jump 41 percent from 2012 (12 percent) to 2013. During the first half of 2013, 14 percent of emails were opened on tablets, while the last half of 2013 saw 17 percent of emails opened on tablets.

Hospitality and Consumer Services See Highest Mobile Email Open Rates: The hospitality and consumer services industries have seen the highest mobile email open rates with both at 54 percent.

The full report is available for download here.

Previous reports are available to download here.

About Knotice, an IgnitionOne Company

IgnitionOne® is a global leader in cloud-based digital marketing technology, providing a world-class proprietary platform and expert services to improve digital marketing performance. IgnitionOne's integrated Digital Marketing Suite (DMS) empowers marketers to buy, manage and optimize digital media across Search, Display, Social and Mobile, understand client users through Data Management and Cross Channel Attribution, while helping to optimize conversions on a marketer's website through Marketing Automation. Now part of IgnitionOne, the Knotice cloud-based data management platform (DMP) lets marketers know more and do more by consolidating customer information across disparate platforms and touch points within a "big data" environment, while individual data profiles (both known and anonymous) are automatically enriched with a high degree of data fidelity. Data can then be activated to deliver highly relevant, personalized brand messages across website, email, mobile and display. This advanced data environment is central to the customer lifecycle marketing provided by IgnitionOne's integrated Digital Marketing Suite (DMS). For more information, visit:  http://www.knotice.com and http://www.ignitionone.com.

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SOURCE Knotice