New research shows that reading emails on iPads has increased by 73% between April and September this year, compared to the previous six months.
Recent research by Return Path also reveals opens of emails on mobile devices, such as smartphones, increased 34% in the same period.
The research was carried out by Return Path, an American email certification and monitoring company.
While webmail remained the most popular platform for reading marketing email, the number of webmail and desktop views decreased by 11% and 9.5% respectively.
Outlook maintains desktop email viewing dominance at 63%. The next nearest competitor on desktops is Apple Mail with 31%. The next closest is Thunderbird and AOL Desktop with about 3% of email views respectively.
The email viewing platform is also heavily influenced by when it is viewed, with desktop ruling the weekdays and mobile spiking on the weekends
A report by Strategy Analytics noted that the iPad’s share of the global tablet market — previously a domineering 96 percent — had fallen to 67 percent. The iPad 1 sold 15 million units, while the iPad 2 is predicted to sell 35 million. Meanwhile, Android tabs had grown their market share to 27 percent.
Amazon’s Kindle Fire, a new $199 tablet is already projected to pick up a 6.2% share across the fourth quarter. BlackBerry’s Playbook has fallen on its face and only holds a 0.6% market share according to Canaccord Genuity.
This should further drive email viewing statistics towards tablets and away from desktops, and businesses should plan accordingly.
Email: allan.swann@industryreview.com
Twitter: @allanswann
