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Email Client Market Share: Where People Opened in 2013

Aol. EMAIL CLIENT MARKET SHARE Y! 2013 2013 brought lots of changes to the world of email marketing. Whether it was the replacement of Hotmail with Outlook.com, the introduction of Gmail tabs, or a continuous increase in mobile opens, email market share stats have seen plenty of shifts. Let's take a look! TOP EMAIL CLIENTS The top ten most popular email clients of 2013. Apple iPhone 26% iPhone and Outlook have remained in the #1 and #2 spots throughout 2013 2 Outlook 14% 수 0 3 Google Android 12% In November, Android took over iPad's long-reining position at the #3 spot 4 Apple iPad 12% Apple Mail 8% In December, Gmail 6. Gmail 6% climbed the charts after eliminating automatic image-blocking Outlook.com 6% Outlook.com replaced Hotmail in April 2013 8. Yahoo! Mail 5% Windows Mail is a desktop email client Windows Live Mail 3% included with Windows Vista. Windows Live Mail is Windows Mail's 10 In June, Thunderbird made a brief appearance at the successor. Windows Mail Windows Mail 2% NEW dethroned Yahoo! Mail #10 spot Classic from the #10 spot A # of spots moved up from last year v # of spots moved down from last year OPENS BY ENVIRONMENT While desktop opens remained steady this year (only decreasing from 33% to 29%), mobile opens saw an increase at the expense of webmail. Mobile opens are now resting comfortably at 51% of opens (an increase of 21% since January 2013), while webmail opens decreased 20% and now account for 20% of opens. Mobile Desktop Webmail 51% 42% 33% O O 29% 25% O 20% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 51% of emails are now opened on mobile In November, mobile opens surpassed the 50% mark for the first time! MOBILE OPENS In the past year, mobile opens increased 21% and now represent 51% of opens. The majority of these opens are occurring in iPhone, Android and iPad. iPhone iPad Android 26% 22% 12% 12% 11% O Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 38% iPhone A 16% iPad A 13% iOS represents 38% of total market share, Android A 57% which is great news for email designers since HTML and CSS are well-supported. DESKTOP OPENS In comparison to a large increase in mobile opens and corresponding decrease in webmail opens in 2013, desktop opens saw minor changes. Over the course of the year, desktop opens decreased 12%-from 33% of total opens to 29%. The majority of these opens are occurring in Outlook, Apple Mail, Windows Live Mail, Windows Mail and Thunderbird. O Outlook O Apple Mail O Windows Live Mail Windows Mail Thunderbird 17% 14% 9% O 8% O 3% 2% 1% 1% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec OF Outlook Outlook ▼ 20% Apple Mail 13% While Outlook remains in the #2 spot, it decreased 3 percentage points in December. Windows Live Mail 22% This is most likely a result of people being away from the office for the holidays and checking less desktop email as a result. Windows Mail A 82% Thunderbird A 600% WEBMAIL OPENS Webmail opens have seen a decline in response to the rise of mobile opens. Webmail opens dropped 20% in 2013 and now account for 20% of opens. The majority of these webmail opens are occurring from AOL, Gmail, Outlook.com/Hotmail and Yahoo! Mail. Yahoo! Mail O Gmail AOL Mail Outlook.com Hotmail 8% 8% 6% 6% 5% 4% O 1% O O 1% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec In May, Outlook.com overtook Apple Mail in Y! Yahoo! Mail 36% the #4 spot, but quickly moved back to #7, where it's held steady since June. Gmail 50% Watch out for some of its rendering quirks, especially a lack of support for the margin Aol. AOL Mail ▼ 28% property, CSS floats and background images, as well as automatic image blocking. Outlook.com 28% YEAR IN REVIEW Month-by-month highlights and email client news from 2013. JANUARY Android takes over the #5 spot with 8% of total opens; Hotmail and Yahoo! both see about a 4% FEBRUARY drop in opens. All platforms return to their pre-holiday levels-mobile at 43%, desktop at 32% and webmail at 25%. In January, there was a minor MARCH dip in mobile opens, which was likely due to consumers returning to work after being on-the-go for the holidays. No major changes happened in this month, as the top 10 email clients stayed the same. APRIL After months of anticipation, MAY Microsoft finally retires Hotmail and replace Outlook.com this Outlook.com rises to the #4 spot, time, Outlook.com accounts for 6% dethroning Apple Mail's long-held of total opens and is situated at the spot. Email marketers freak out #7 spot on our list. about Gmail tabs. Thunderbird makes a brief appearance in the top 10. JUNE After its initial hype, Outlook.com JULY opens decrease and fall back to the #6 spot. Mobile opens rise to Gmail opens have seen a decrease account for 44% of all opens. of 7.75% since the introduction of tabs in May, and a 13% decrease since January. AUGUST Mobile opens hit a record high of SEPTEMBER 47%. Android replaces Apple Mail for the #4 spot. Gmail opens continue to decrease-they drop 5% (7) Mobile opens reach 48%. After being released mid-month, iOS 7 since month prior. adoption grows quickly and accounts for nearly 25% of all ioS opens by month-end. OCTOBER Gmail opens drop to the #9 spot; NOVEMBER opens have declined 27% since the introduction of tabs in May. Mobile opens hit 51%! Coinciding However, it appears that clicks have with a rise in mobile opens, been unaffected, unsubscribes are webmail opens have fallen 28% unchanged, and engagement levels over the course of the year. are up!* Android upsets iPad for the #3 spot. DECEMBER Outlook drops 3 percentage points-from 17% to 14%. With the elimination of automatic image blocking in the Gmail web interface and mobile Gmail app in December, Gmail opens have increased 3 percentage points since the prior month and now account for 6% of total opens. Agencies, designers and marketing teams worldwide use Litmus' email preview and analytics litmus solutions to test, target and optimize their campaigns. We help make email better. Use coupon code YNPR6X for a free 7-day trial. Visit litmus.com/giftcard * Data In this Infographic is based on 3 billion emall opens using Litmus Emall Analytics from January-December 2013. Some emall clients and mobile devices may be over- or under-represented due to image blocking. Sources: http://blog.mallchimp.com/how-gmall-tabs-affect-your-emall-marketing-an-update/ https://litmus.com/blog/gmail-adds-image-caching-what-you-need-to-know http://emailclientmarketshare.com/

Email Client Market Share: Where People Opened in 2013

shared by Litmus on Jan 18
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2013 was a big year for the email marketing world. Mobile opens finally hit and surpassed the 50% mark, while Android moved from the #6 spot to #3 spot and now represents 12% of total opens. In April,...

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