Smartphones are changing the way we interact with technology. The game changes dramatically for all participants when that technology travels with us where we go and does not force us to come to it. These devices are going to continue to have dramatic impact on our personal lives and how we do business and certainly one business sector which will feel that influence acutely is marketing.
Return Path has just released a report titled: “Email on the Move: the Future of Mobile Messaging.” The report tries to put mobile in context for marketers and help them understand where they need to prioritize this year to get the most from their marketing.
To put together the numbers, Return Path studied data from their Insight tool, which tracks the platforms and email clients subscribers use. They examined six months of data from more than 90 different clients. In total, they examined more than 130 million data points.
Currently the majority of email is still read on PCs as compared to mobile. Webmail was number one with 48% and desktop clients came in at 36% while mobile was a distant third at 16%. As for the client used, Outlook outpaced them all with 63% and Apple Mail was second with 31%.