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Shoppers Favor Mobile Devices to Check Email

Nearly 45% of Cyber Week retail emails opened on smartphones, tablets.

Shoppers are checking their email inboxes more and more on their mobile devices, which means merchants need to make sure their messages are mobile friendly.

Knotice, a provider of data management and analytics, looked at 2.85 million emails retailers sent consumers during this year’s Cyber Week, the week after Thanksgiving, and found that 44.75 percent of those emails were opened on mobile devices. That’s up from 30.5 percent last year.

About 55.25 percent of the emails sent during this year’s Cyber Week were opened on desktops. Last year, that number stood at 69.65 percent. The trend toward mobile email viewing started months ago, the survey finds. In fact, during the first half of 2012, 30.5 percent of shoppers checked their emails on their mobile phones and tablets. About 64 percent used their desktops.

iPhones, iPad are the most popular

During Cyber Week, most mobile opens came from iPhones (23.9 percent). Android devices were a distant second with 4.15 percent, the report finds. Overall, about 28 percent of emails were opened on smartphones and 16.5 percent on tablets, with iPads leading the bunch and accounting for more than 15 percent of opens.

It may seem that mobile phones are shoppers’ top mobile choice for checking email, but that could change, experts say.

“Email opens occurring on phones continue to outpace those occurring on tablets—2 to 1 versus 3 to 1 previously—but tablet use is certainly gaining ground since our earlier report,” the findings state.

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About the author

Olga Munoz
Olga Munoz is editor of In addition to writing news and feature articles about e-commerce, selling trends, online marketing and other topics of interest to online sellers, Olga manages the site's social media efforts. A journalism graduate of Chico State, Olga says her favorite part of being a journalist is learning interesting facts that help put stories into perspective, attending industry events and meeting interesting people "that leave you smiling, even in tough situations." Opinions expressed here may not be shared by The Online Seller and/or its principals.

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