Consumers read nearly 10% of b2c e-mail on mobile devices, study says

A new e-mail monitoring application from Pivotal Veracity, MailboxIQ, has found that 9.44% of business-to-consumer e-mail is read on mobile devices, the company says.

The MailboxIQ application, introduced earlier this year, has tracked more than 450 million e-mail messages in pilot tests by companies including American Express Corp., Nestle SA and Oracle Corp.

Pivotal Veracity is a provider of e-mail deliverability and optimization applications.

Among other findings in the pilots:

• 47.21% of consumers read b2c e-mail through web e-mail applications, led by Yahoo web mail with an 18% share of e-mail clients, followed by Hotmail web mail, 15%;
  
• 43.30% of consumers read b2c e-mail through software applications, led by Microsoft Outlook with a 14% share of e-mail clients, followed by Apple Mail, 12%;
  
• 0.9% of b2c e-mail is received by consumers in personal folders consumers create. Pivotal Veracity notes that, though tiny, this percentage is an indication of the value consumers place on incoming e-mail;
  
• 93.3% of b2c marketing e-mails landed in inboxes, 5.4% in spam filters, 0.4% in trash folders, and 0.9% in other destinations.