June 1, 2012, 12:00 AM

Many shoppers read marketing e-mails on mobile devices

30% of e-mails are read on smartphones or tablets.

Katie Evans

Managing Editor, International Research

Lead Photo

U.S. consumers will check more e-mail on their smartphones and tablets than on traditional computers by the end of this year, predicts e-mail certification provider Return Path Inc. Currently, around 30% of e-mails are opened on mobile devices, Return Path says.

"The future of computing is mobile," says Matt Blumberg, CEO at Return Path.

Return Path examined data from nearly 500 of its clients between October 2011 and March 2012, analyzing more than 1 billion e-mail data points using its Campaign Insight tool, which tracks the platforms and e-mail software programs consumers use to read e-mail.

The number of e-mails opened on mobile devices grew 82.4% in March compared to a year earlier, Return Path says. Apple Inc. devices currently account for 85% of all e-mail opened with mobile devices; the amount of e-mail read on the iPad specifically increased 53.6% March over March.

Checking e-mail is a top mobile Internet activity, according to Return Path.

When it comes to smartphones, format matters, according to the research. 63% of U.S. and 41% of European smartphone users say they would delete an e-mail not optimized for their mobile device. Additionally, out of all mobile e-mail openers, only 2.39% said they would open an e-mail on both their mobile device and computer.

50% of all mobile phones in the U.S. are smartphones, compared to 38% in the U.K., 34% in Germany and 30% in Brazil, the report says.

katie@verticalwebmedia.com

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