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Android preferred for mobile email

News, 28 August 2015

LONDON: Email open and click rates across Europe are growing significantly faster on Android devices than iOS ones, new research has shown.

SendGrid, an email delivery platform, collected data on ten billion emails sent across its database of 200,000 companies during two ten-day periods in 2014 and 2015 and found that email open rates on Android devices were growing almost nine times faster than those on iOS devices.

Email opens on an Android device rose by an average of 68% across the EU, compared to 8% growth for iPhone.

In the UK, Android open and click rates grew year-on-year by 23%, while the growth was much more significant in Bulgaria (+364%), Poland (+309%) and Luxembourg (+178%).

Overall, 22 of the 28 EU member states saw an increase in Android email usage, significantly overtaking Apple devices for user engagements in year-on-year growth.

In the UK, the iPhone accounted for almost a quarter (24%) of email opens and clicks, but this was an 8% decrease on 2014. Bigger declines were seen in Slovakia (-38%), Luxembourg (-21%) and the Netherlands (-14%).

The iPad saw a more significant decline of 15% year-on-year across Europe. The greatest declines came in the Czech Republic where open rates fell by 52% year on year, closely followed by Latvia and Greece (both falling by 49%). The UK was one of the few exceptions – open rates on the Apple tablet increased by 5%.

Overall, iPhone and iPad email use in Europe was relatively stagnant, with an average growth of only 1% between 2014 and 2015.

Aaron Beach, SendGrid's senior data scientist, noted that it was 33 years since the first corporate email had been sent and it remained the 'de facto' business communications tool of the modern era, even in the mobile era.

Smartphones had now become the dominant platform for sending and receiving corporate email, he said. "Our data indicates that tablet usage just hasn't taken off in the same meaningful way," he added.

Data sourced from SendGrid; additional content by Warc staff