We Analyzed 13 Billion Opens to Discover Where Subscribers Read Email [Infographic]

Litmus EMAIL CLIENT MARKET SHARE 2015 2015 brought lots of changes to the world of email marketing. With the replacement of Outlook.com with Office 365, the introduction of the Apple Watch, or a continuous increase in mobile opens, email client market share stats have seen plenty of shifts. TOP EMAIL CLIENTS The top 10 most popular email clients of 2015. iPhone, Gmail, and iPad 1 started and ended the Apple iPhone 33% year in the number 1, 2, and 3 spots. 2 Gmail 15% +0 3 Apple iPad 12% 4 Google Android 10% 5 Apple Mail 8% Outlook dropped from the # 4 to #6 spot in 2015. Businesses are shifting email away from expensive desktop suites and moving to scalable services. 6 Outlook 6% 7 Yahoo! Mail 3% A1 Outlook.com dropped to the #8 spot in August 2015. This coincides with Office 8 Outlook.com 3% -1 365 starting to replace the Outlook.com infrastructure. 9. Windows Live Mail 2% AOL Mail & Thunderbird battled it out for the #10 10 Thunderbird 1% NEW spot in the second half of 2015, but Thunderbird finished the year on top. OPENS BY ENVIRONMENT Over the course of 2015, mobile opens increased 17% to represent 55% of opens. Webmail opens decreased 13% to end the year with 26% of opens, and desktop opens decreased 17% for a year-end 19% of total opens. O Desktop • Webmail • Mobile 80% 60% 58% O O 55% 40% 34% O 26% 20% • 19% 8% 0% 2011 2012 2013 2014 2015 Since August 2015, mobile opens have surpassed the 50% mark. MOBILE OPENS Android opens increased 35% to represent 10% of opens, and iPhone opens rose from 27% to 33% of opens. Conversely, iPad opens decreased 5% over the course of the year and now only represent 12% of opens. • Android • iPhone iPad 40% O 33% 30% 27% O 20% 12% O • 12% 10% 10% 7% O 0% Jan 2015 March 2015 June 2015 Sept 2015 Dec 2015 iPhone - 22% 45% iPad 5% iOS represents 45% of total market share, which is great news for email designers Android - 35% since HTML and CSS are well-supported. DESKTOP OPENS While the rest of desktop opens remained relatively stagnant in 2015, Outlook opens decreased 33% to represent only 6% of opens. • Apple Mail • Outlook • Windows Live Mail O Thunderbird 10% 9.5% O 8.3% O • 8.4% 7.5% • 6,4% 5% 2.5% 2.0% O 1.5% 0.1% 0.7% 0% Jan 2015 April 2015 July 2015 Oct 2015 Dec 2015 Apple Mail 1% While the popularity of Outlook overall is on the decline, older versions of the desktop client-which also happen to have better Outlook 33% HTML and CSS support-are being phased out in favor of newer versions. Outlook 2016 for Windows was released in September Thunderbird 536% 2015 and has already seen some adoption, picking up over 5% of Outlook opens. Outlook 2013 also saw a 50% gain over the Windows Live Mail - 25% year, whereas Outlook 2003 dropped 35%. WEBMAIL OPENS Similar to desktop opens, webmail opens took a major hit in 2015. Webmail clients saw decreases of between 4% and 42%. • AOL Mail Gmail Outlook.com O Yahoo! Mail 20% 17% O 15% 15% 10% 5% 4% 4% 4% 3% 1% O O 1% 0% Jan 2015 April 2015 July 2015 Oct 2015 Dec 2015 Gmail - 8% The fall in Gmail opens and subsequent rise of iPhone and Android opens may suggest Yahoo! Mail - 28% users of the Gmail app are switching back to YAHOO the native email apps on these phones. The Gmail app for iOS and Android each have notoriously poor support for responsive Outlook.com - 42% design, which can lead to a frustrating experience for users. Aol. AOL Mail - 4% YEAR IN REVIEW Month-by-month highlights and email client news from 2015 JANUARY The year starts out with desktop at 23%, mobile at 47%, and webmail at 30% of opens. The Outlook app for FEBRUARY iOS and Android is launched. Mobile opens dip to 46%, while webmail opens increase to 32%. MARCH Mobile opens climb back up the APRIL ladder and reach 48%. Android takes over the #5 spot with 8.5% of opens. Apple Mail falls to the #6 spot. The Apple Watch is MAY launched, and along with it comes the addition of wearables to the Outlook drops from the #4 to #6 email app fleet. spot. Android opens continue to climb and reach the #4 spot with 8.6% of opens. JUNE More Outlook, Android, and Apple JULY Mail swapping! Outlook regains control of #4 spot with 9% of Outlook and Android continue their opens, while Android drops to #5 flips. Android regains control of #4 spot and Apple Mail drops to #6 spot-and stays there the rest of spot. the year. The latest version of Windows is launched and it comes with a new universal mail app-Outlook Mail. AUGUST Yahoo! Mail takes over SEPTEMBER Outlook.com's long-held #7 spot. Thunderbird replaces AOL Mail in # 10 spot. Mobile opens surpass the 50% mark, while webmail opens dip to 28% and desktop opens dip to 21%. iOS 9 and Outlook 2016 are launched. ОСТОВER After the launch of Outlook 2016 in September, Outlook replaces Apple NOVEMBER Mail for the #5 spot. However, it doesn't last long-Apple Mail Mobile opens jump from 52% to climbs back up to #5 spot in 54%. This is likely a result of holiday November and stays put the rest of shoppers reading their emails the year. on-the-go. AOL Mail replaces Thunderbird at #10 spot. After more than two months in rotation, iO 9 adoption grows quickly and DECEMBER accounts for 72% of all iOS opens. Mobile opens continue to rise and reach 55%, Thunderbird ends the year in the top 10, beating out AOL Mail for the last spot on the list. *Our 2015 market share data is derived from over 13 billion opens collected worldwide with Litmus Email Analytics between January 1, 2015 and December 31, 2015. It highlights worldwide trends across all industries and verticals. Some email clients may be over- or under-represented due to image blocking. Which email clients are most popular with your subscribers? Use Litmus Email Analytics to find out. Visit litmus.com/coupon/2016report for a FREE 14-DAY TRIAL. www.litmus.com I [email protected] | +1 866 787 7030 Litmus Litmus is a web-based email creation, testing and analytics platform that helps more than 250,000 marketers, designers, and agencies make email better. 00