B2C Email Read Duration By Device, Q2 2013 [CHART]

Movable Ink has released a “Q2 2013 US Consumer Device Preferences Report” examining the devices consumers are using to read their emails. As part of the study, the researchers take a look at the length of time spent reading emails in Q2, sorted by device and OEM. According to the results, a majority 53.3% of Android Phone users who open emails on their device spend more than 15 seconds reading them. The corresponding figure for desktop readers is 36.6%.

The researchers speculate that the longer time spent by Android phone users is due to emails not always being automatically reformatted for them, as they are on iOS devices. As a result, Android users may spend more time scrolling in and around images that they load on their devices.

Interestingly, the data shows that iPad users are the least engaged with emails, with only 30.2% reading them for longer than 15 seconds. By contrast, a plurality 41.2% spend just 0-3 seconds reading the emails, suggesting that iPad users are more likely to scan through their emails. Read the rest at MarketingCharts.