Have Webmail Users Gone Mobile?

NEW MESSAGE O X To WHERE DO WEBMAIL USERS Subject Cc OPEN EMAIL? Users of free webmail services such as Gmail or Yahoo! can choose to view email messages in a browser, using a smartphone or tablet, or even in a desktop mail client like Apple Mail or Microsoft's Outlook. So, with all the choices, where are webmail users opening their email? WHERE DO WEBMAIL USERS OPEN EMAIL? Webmail users open email on iPhone and Android devices most often. While Outlook typically commands about 17% of total email opens, the popular desktop mail program is only used to open 6% of emails sent to webmail addresses. 1 iPhone 26% 39% OF ALL WEBMAIL 2 Android 22% OPENS ARE ON IOS 3 iPad 13% 4 Outlook.com 10% Yahoo! Mail 7% THE FLEXIBILITY OF A WEBMAIL ACCOUNT 6 Outlook 6% Webmail users can open their email in more places than any other user. For example, Gmail can be opened on an iPhone, 7 Apple Mail 5% in a web browser, or in a desktop application like Outlook. 8 Gmail 3% ... GMail M GMail 9 Windows Live Mail 3% 10 Windows Mail 2% МOBILE WEBMAIL DESKTOP 11 Other 2% (IPHONE, IPAD. (GMAIL, YAHOOI, AOL, (OUTLOOK, APPLE MAIL, ANDROID, ETC.) OUTLOOK.COM, ETC.) THUNDERBIRD, ETC.) 12 AOL Mail 1% WEBMAIL USERS PREFER MOBILE WEBMAIL OPENS BY ENVIRONMENT While 51% of all emails are opened on mobile, that figure skews heavier when looking solely at web-based email accounts, where mobile interactions are clearly the preference. DESKTOP 61% 17% МOBILE 61% 22% OF WEBMAIL USERS OPEN ON MOBILE WEBMAIL Emails sent to webmail accounts are opened in desktop mail clients nearly as often as in a browser. Only 22% of webmail users access email in a web browser, usually in that providers' web-specific interface (for example, Gmail.com) WEBMAIL OPENS ON MOBILE WEBMAIL OPENS ON DESKTOP Apple devices running iOS account for 63% of mobile Microsoft owns 64% of the market share for opens opens made by webmail account users. made by webmail accounts in desktop clients. OTHER THUNDERBIRD: 2% OTHER: 4% IPAD WINDOWS MAIL 21% OUTLOOK 14% 34% IPHONE WINDOWS LIVE MAIL 42% 16% 35% 29% ANDROID APPLE MAIL WEBMAIL OPENS IN BROWSER BROWSER PREFERENCE FOR WEBMAIL Users with Outlook.com accounts comprise 46% of Microsoft's Internet Explorer dominates as the opens made in a browser. AOL's relatively small user preferred browser with 41% market share across base translates to a 3% browser open rate. webmail accounts. OTHER: 4% OTHER: 3% AOL MAIL: 3% CHROME GMAIL 17% 14% INTERNET EXPLORER OUTLOOK.COM FIREFOX 41% 46% 17% 33% 22% YAHOO! MAIL SAFARI YAHOO! 68% of Yahoo! Mail users are using mobile devices to read their emails. However, the majority of these mobile opens-52%-are taking place on Android devices, while 48% of Yahoo! mobile opens are occurring in iPhone and iPad. YAHOO MAIL POPULAR MAIL CLIENTS FOR YAHOO! 1 Android 35% 2 Yahoo! Mail" 21% 3 iPhone 20% 4 iPad 12% Outlook 5% 22% 68% 11% OF YAHOO! USERS OF YAHOO! USERS OPEN IN A BROWSER OPEN ON DESKTOP OF YAHOO! USERS OPEN ON MOBILE YAHOO! OPENS ON MOBILE YAHOO! OPENS ON DESKTOP Yahoo! Mail is the only webmail provider that sees Emails opened by Yahoo! accounts on desktop clients Android as the market leader for mobile opens. only account for only 11% of total Yahoo! opens-most iPhone opens trail by nearly 22 percentage points. of which is Outlook. THUNDERBIRD WINDOWS LIVE IPAD OTHER 5% 18% 7% WINDOWS MAIL ANDROID 12% OUTLOOK 52% 51% 30% IPHONE 23% APPLE MAIL YAHOO! OPENS IN BROWSER YAHOO! BROWSER PREFERENCE 99% of Yahoo! webmail opens, and 21% of total Yahoo! Internet Explorer dominates for Yahoo! users, while opens, take place in their web interface. Apple's Safari browser only captures 6% of share. OTHER SAFARI 6% FIREFOX 21% INTERNET YAHOO! MAIL EXPLORER 48% 99% 25% CHROME Aol Mail. Only 57% of AOL webmail users use the actual AOL webmail interface, which accounts for 12% of total AOL opens. The majority of these webmail opens (55%) occur in the Internet Explorer browser. Aol Mail. POPULAR MAIL CLIENTS FOR AOL 1 iPhone 25% 2 iPad 22% 3 Outlook 12% 4 AOL Mail* 12% Apple Mail 8% 23% 21% 56% OF AOL USERS OPEN OF AOL USERS OPEN IN A BROWSER ON DESKTOP OF AOL USERS OPEN ON MOBILE AOL OPENS ON MOBILE AOL OPENS ON DESKTOP IOS dominates mobile opens from AOL accounts, Outlook accounts for more than half of AOL opens on comprising 84% of opens made on smartphones desktop opens, while Apple owns over a third. and tablets. THUNDERBIRD AOL DESKTOP OTHER WINDOWS LIVE WINDOWS MAIL ANDROID 15% 8% IPHONE OUTLOOK APPLE MAIL 45% 53% 36% 39% IPAD AOL OPENS IN BROWSER AOL BROWSER PREFERENCE Strangely enough, about 1% of emails sent to an AOL Most browser-based AOL opens occur in Internet address are opened using Gmail. Explorer, while just 3% of users prefer Chrome, Firefox, and Safari combined. GMAIL CHROME / FIREFOX / SAFARI OTHER 41% INTERNET EXPLORER OTHER AOL MAIL 41% 55% 57% 0F Outlook.com Outlook.com users are most likely to view messages using the provider's browser interface. They also have diverse taste in desktop clients: 36% of desktop opens occur in Windows Live, while 25% take place in Outlook clients, and 13% utilize Apple Mail. d Outlook POPULAR MAIL CLIENTS FOR OUTLOOK.COM 1 Outlook.com* 33% iPhone 27% 3 iPad 13% 4 Android 7% Outlook 5% 47% 20% 33% OF OUTLOOK.COM USERS OF OUTLOOK.COM USERS OPEN IN A BROWSER OPEN ON DESKTOP OF OUTLOOK.COM USERS OPEN ON MOBILE OUTLOOK.COM OPENS ON MOBILE OUTLOOK.COM OPENS ON DESKTOP 47% of Outlook.com users open their emails in mobile Outlook.com users stay loyal to Microsoft for desktop devices. 83% of these mobile opens occur on an email access, with 83% of market share. iPhone or iPad. THUNDERBIRD OTHER OTHER APPLE MAIL ANDROID 15% 13% WINDOWS LIVE IPHONE 36% WINDOWS MAIL 56% 22% 27% IPAD 25% OUTLOOK OUTLOOK.COM OPENS IN BROWSER OUTLOOK.COM BROWSER PREFERENCE Outlook.com users are the only webmail users whose Apple's Safari browser owns more of the market for mail client of choice is the web interface supplied by Outlook.com than Microsoft's own Internet Explorer. their provider. WEB VERSION FIREFOX 16% SAFARI OUTLOOK.COM 43% 99% 41% INTERNET EXPLORER GMail by Google The majority of Gmail users-68%-are using mobile devices to read their emails. iPhone and Android are both popular options, topping the charts for Gmail users' favorite clients. POPULAR MAIL CLIENTS FOR GMAIL iPhone 31% Android 24% 3 iPad 13% 4 Gmail* 11% Apple Mail 10% 20% 68% 12% OF GMAIL USERS OF GMAIL USERS OPEN IN A BROWSER OPEN ON DESKTOP OF GMAIL USERS OPEN ON MOBILE GMAIL OPENS ON MOBILE GMAIL OPENS ON DESKTOP 64% of mobile opens made by Gmail users occur on Apple Mail is the popular choice for desktop access to iPhone and iPad, while 35% take place in Android. Gmail accounts, while Microsoft clients follow with 39%. THUNDERBIRD OTHER WINDOWS LIVE MAIL SPARROW IPAD OTHER 3% 3% 6% 19% WINDOWS MAIL IPHONE 9% APPLE MAIL 45% 51% 27% 35% OUTLOOK ANDROID GMAIL OPENS IN BROWSER GMAIL BROWSER PREFERENCE Similar to Yahoo! Mail and Outlook.com, almost all of Google's Chrome is the brower of choice for Gmail Gmail's browser-based opens happen in its webmail users. Apple's Safari has a small market share despite interface. commanding a large mobile audience. OUTLOOK.COM WEB VERSION SAFARI YAHOO! MAIL FIREFOX 6% 18% GMAIL CHROME 97% 56% 19% INTERNET EXPLORER 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 UM2SJH for a free 7-day trial. Visit litmus.com/giftcard * Emalls sent to web-based emall accounts that are opened in that webmall provider's own browser-based Interface (1.e. an emall sent to a @gmall.com address opened by visiting Gmail.com in a desktop web browser). Data in this infographic is based on opens using Litmus Email Analytics. A random sample of 6 million web-based email opens from September-November 2013 formed the basis of the analysis. Some email clients and mobile devices may be over- or under-represented due to image blocking. III III III| :::::: illill