Email Open Share, December 2013 [CHART]

Various research sources last year pegged the share of email opens occurring on mobile at 50% or above – and Return Path is the latest to join the list. New data from the researcher indicates that 51% of email opens occurred on a mobile device during December 2013, the first time Return Path has seen mobile crossing the majority threshold. Christmas Day saw the highest share of email opens (62%) for the period; perhaps not too coincidentally, IBM recently reported that mobile accounted for a remarkable 48% of online shopping traffic that day.

IBM also noted that iOS devices drove more than twice as much shopping traffic as Android devices on Christmas Day (32.6% vs. 14.8%), and the Return Path data shows that the OS mismatch was even more glaring on the email front. On Christmas Day, Return Path’s data indicates that fully 86% of mobile email opens occurred on an iPhone (58%) or iPad (28%). (Movable Ink has also noted a significant imbalance between email opens on iOS and Android devices.) Read the rest at MarketingCharts.