The number of emails being read on mobile devices has soared, new research has found, with the number of emails read on iPhones doubling in a year.
Data from SendGrid has revealed the number of emails read on iPhones doubled in London, with people in Manchester reading five times more emails on theirs. The number of emails opened on Android devices also shot up, increasing by 40 per cent from 2013. That compares to almost stagnant figures recording on Windows devices, where the figure crept up by a measly one per cent.
On average, the number of emails opened on iPhones doubled (99 per cent increase) in major cities in the UK and Ireland (London, Manchester, Birmingham, Newcastle, Cardiff, Dublin, Bristol, Edinburgh, Belfast). The number of emails opened on iPhones in Manchester surged by 362 per cent, whereas in Newcastle, the increase was a more moderate nine per cent.
The iPad has shot up in popularity for e mailing in the UK and Ireland. The 128 per cent average increase on iPads might be skewed by the 600 per cent increase in Newcastle, where locals seem to be shunning their iPhones in favour of iPads. Excluding the 600 per cent increase in Newcastle, the average increase in emails opened on iPads in major cities is 69 per cent. Emails opened on iPad increased in every major city and Cardiff had the smallest year-on-year increase at seven per cent.
On average, emails opened on Android devices increased by 40 per cent across major cities, a smaller gain compared to Apple devices. The number of emails opened on Android declined in Bristol, London, Dublin, Birmingham, with Bristol seeing that largest fall at 60 per cent. Android appears to be particularly popular in Cardiff, with emails opened there increasing by 167 per cent year on year.
But Windows devices have completely stagnated, with the number of emails opened on Windows devices crept up by one per cent year on year, with people evidently preferring iOS or Android. The devices fell in popularity in most major cities, including Manchester (-17 per cent), London (-24 per cent), Dublin (-50 per cent), Bristol (-55 per cent), Edinburgh (-32 per cent) and Belfast (-10 per cent).
Aaron Beach, Senior Data Scientist of SendGrid, commented: “The variety of devices people use for email tells us a lot about how different platforms are performing across the UK and Ireland. For businesses in the region, it’s worth being mindful of these regional disparities when marketing products so they can tap into local tastes.”
