In your pocket, on your desk or even on your night stand: in recent years the smartphone has become an inseparable companion. In fact, many of the tools that we used to use on our computers are now found on these devices, which can be taken anywhere.
One of them is email. More and more users open emails, whether personal or corporate, using their smartphones and tablets. That is why Marketing specialists and customer service experts cannot ignore small screens, and have to take them into account when designing their campaigns. But, to what extent do we use our smartphones to check email? We provide you with some figures revealing the rise of mobile mail.
The ascendancy of small screens
A few months ago Gmail surpassed 1 billion active users. Outlook, meanwhile, has more than 400 million active monthly users. In all, according to a recent study by The Radicati Group, there will be more than 3.7 billion email users in the world by the end of 2017.
Mobile phone users are even more numerous: a GSMA Intelligence study states that there are already more than 5 billion people with a mobile phone in the world, accounting for more than two thirds of the total population. According to a study by eMarketer, there are already 2.4 billion smartphone users.
The figures reflect the importance of electronic mail as a communication tool, and smartphones as a device. Now, do we open many emails from our mobiles?
According to the latest email marketing study conducted by IBM, based on messages sent by 750 companies in 40 countries, almost half (49%) of the emails were read on a mobile device, 22% on a computer, and 29% through a webmail service. Among all the countries analysed, the high penetration of mobile mail in the United Kingdom stands out: 55% of emails are read on smartphones there, while in the rest of Europe that percentage is 32%, and, in the United States, 49%.
Adobe recently published a study that reached similar conclusions. After interviewing 1,000 white-collar workers in the United States, the study highlighted that the smartphone is the device most used to check email regularly: 81% use their smartphones to access their virtual mailboxes, 74% use their desktop computer or laptops, 21% use their tablets, and only 2%, their smart watches.
Unsurprisingly, the report shows that people want to be able to access their email from virtually anywhere (for example, 26% do so in bed), so the use of a mobile device becomes necessary.
The Adobe study points out that the device chosen to read emails depends on the purpose of the account. Although respondents prefer their smartphones if their mailboxes are personal (59% check this kind of account using their mobiles; 35%, from their computers; and 6%, from their tablets), they still prefer to check work email from a computer (62%, compared to 35% who do so with a smartphone, and 4% with a tablet).
A study conducted by the email marketing company Adestra also drew similar conclusions. In this case, they asked 1,200 personal email users of different generations whether they used a mobile device to check email before reading it on a computer. 40% of respondents between age 14 and 18 always check their accounts on a smartphone, a figure that drops to 29% amongst young people between 19 and 34, and to just 8% for users between 56 and 67.
Email, one of the most used apps
In addition to demonstrating that many users check their email with their smartphones, some analyses confirm that email is one of the most popular tools on smartphones.
A study conducted last year by Google based on the data of more than 11,000 of its users made it clear that the smartphone is the preferred device: on a normal day, more than a quarter of its users use only their smartphones to surf the Web, almost twice as many as those who use just a computer.
Also, when we are actively using our phones, we interact with an average of 4.8 apps per hour. Instant messaging apps and search engines are the most used (83% use them), followed by social media (73%) and email apps (71%).
The future of email: increasingly mobile
Mobile devices allow us to open and respond to emails from anywhere. So, as you have seen, more and more are being used to check email. Although, logically, we continue to check it from our computers, marketing and customer service experts have to take into account in their campaigns that a good portion of the emails they send will be received on a device that fits in a pocket.
If you want to know about your habits when using Gmail, either from your computer or from your mobile phone, or you want detailed information on how your company’s employees use e-mail, Gmail Meter can help you. Get Gmail Meter, your Gmail statistics tool.