June 12, 2014, 4:43 PM

49.2% of retail marketing e-mails are opened on mobile devices

Nearly half of all retail marketing e-mails were opened on mobile devices in Q3/Q4 2013, mobile marketing firm Knotice finds. That’s up 13.9% from 43.2% in Q1/Q2 2013.

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49.2% is close enough to half to say mobility has reached another tipping point. That’s the percentage of retail marketing e-mails opened on mobile devices in Q3/Q4 2013, according to a study of millions of retail e-mails by mobile marketing firm Knotice, a unit of IgnitionOne Inc. And that’s up 13.9% from 43.21% in Q1/Q2 2013, Knotice says.

The iPhone and iPad from Apple Inc. dominate mobile e-mail opens. However, the way Knotice measures an e-mail open is when images in an e-mail are rendered. While all Apple mobile devices are shipped with “On” as the default setting for image rendering in e-mails, many Android devices are shipped with “Off” as the default setting. As a result, there is a natural bias toward Apple devices in the data.

But Apple device owners dominate mobile commerce, shopping and buying, studies routinely show. Apple’s dominance in m-commerce translates to a greater share of mobile opens of retail e-mails, mobile experts say.

Following are mobile devices, percentage of retail e-mails opened on the devices in Q1/Q2 2013, and percentage of retail e-mails opened on the devices in Q3/Q4 2013, according to Knotice and IgnitionOne:

  • iPhone, 22.06%, 25.35%.
  • iPad, 16.93%, 18.96%.
  • Android phone, 3.12%, 3.43%.
  • Android tablet, 0.91%, 1.14%.
  • Other mobile device, 0.19%, 0.32%.
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