Only 8% of email opened on Android
Apple Dominates UK Email Opens
More than half of all email (54%) in the UK is opened on an Apple device, according to new data from SendGrid, the leading email delivery platformfor email that matters.
Android and Apple Email Open Rate Trends
However, only 8% is opened on an Android. In fact, email open rates on Android devices dropped 30% year-on-year while total opens on iPads and iPhones increased by 18% and 5% respectively.
Nokia and Blackberry Email Open Performance
Nokia also lost market share showing a drop of 68% in the number of emails opened on their phones compared to the same period in 2014.
Blackberry however showed a steady increase of 20% year-on-year perhaps due to the security offered by its email platform after the renewed interest in privacy.
SendGrid analysed millions of emails opened in a 10-day period at the start of 2015 and compared it to the same period in 2014.
Email Open Preferences Across Europe
France, Germany and Spain all favour Apple devices when opening emails. 47% of emails in France are opened on an Apple device, 46% in Germany and 47% in Spain. Italy, in contrast, saw a decrease of 44% year-on-year in the use of iPhones to read emails. Yet Apple products remain the most used in Italy overall with 50% of emails opened on an Apple device, including a 15% increase in the use of iPad.
The use of Blackberry has dropped in France and Germany by 38% and 48% respectively. Germany in particular has seen a decrease in all mobile devices with the only exception being the iPhone, which marked no change.
Expert Insights From SendGrid Data
Aaron Beach, Senior Data Scientist of SendGrid, commented:
Aaron Beach
“The variety of devices people use for email tells us a lot about how different platforms are performing across the UK. While people might own a number of devices it seems that Apple is still the firm favourite, as their recent results show. Android was the surprise this year showing a marked drop on 2014, perhaps reflecting the problems of handset makers such as Samsung.”
Increase/decrease in email open rates year-on-year/by country:
| Country | By device | By operating system |
| UK | Blackberry: 20% | Chrome OS: 91% |
| UK | iPad: 18% | Linux: 15% |
| UK | iPhone: 5% | Mac: 8% |
| UK | Android: -30% | Windows: -4% |
| UK | Nokia: -68% | |
| France | Blackberry: -38% | Chrome OS: 24% |
| France | iPad: 15% | Linux: -27% |
| France | iPhone: 14% | Mac: 7% |
| France | Android: -18% | Windows: -7% |
| Germany | Blackberry: -48% | Linux: 178% |
| Germany | iPad: -4% | Mac: 7% |
| Germany | iPhone: no change | Windows: -1% |
| Germany | Android: -21% | |
| Germany | Nokia: -48% | |
| Italy | iPad: 15% | Linux: -86% |
| Italy | iPhone: -44% | Mac: 59% |
| Italy | Android: -26% | Windows: -5% |
| Spain | iPad: -7% | Linux: 8% |
| Spain | iPhone: 8% | Mac: 28% |
| Spain | Android: -16% | Windows: -6% |
