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The Australian 2012 mobile email landscape

There’s no question that smartphones have changed the landscape for email marketers.

Mobile email is a trend that I’ve written about before and 2012 has proven to be the year where mobile devices have cemented their place as the most popular device for reading emails.

ReturnPath have recently released new figures on the use of mobile devices and as you can see in the image below, mobile’s rise has coincided with the decline of webmail.

open rates by device

Whilst you can check out their infographic for full information, let’s have a look at what the numbers are saying for us here in Australia.

  1. 77% of people check email on a daily basis using a desktop, compared to 57% on a mobile. The significance of this is that people are reading email on multiple devices so it’s important that you optimise for both.
  2. People purchasing from smartphones on the go is a myth. In Australia, 54% of purchases from smartphones occurs from home. Work and ‘On the Go’ account for just 14% of purchases each.
  3. Apple dominates as the smartphone provider of choice with 49% of the marketshare in Australia. This is almost double that of Android devices with just 25%.


MattPosted by:
Matthew Johnson
EDM Specialist


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