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Apple’s iPhone is number one for SMS and mobile email

Time for another dive into our device reports to see if we can find any interesting insights. Today I’ve looked into the numbers specifically around mobile email and SMS.


Mobile email stats graph

Perhaps no surprises that iPhone is number 1. But by a looong way. It’s always worth keeping in mind where stats have come from. We deal mostly with UK and US companies in publishing, media, and retail, so our stats reflect that.

You can find out which clients your subscribers are using by looking at your Email Client Report.

What about a bit more of a breakdown?

Okay. I’ve split the stats (broadly) by B2B and B2C companies.


B2B mobile email stats graph

This is good news for Apple, and with their partnership with IBM we could see them even more dominant in the business space. Poor old Blackberry.


B2C mobile email stats graph

iPhone is still there at number 1. But with less of a lead over Android. With B2C marketing you’re typically sending to more people than a similarly sized B2B business – and you’re dealing with a broader ownership spectrum of mobile devices.


(Figures kindly supplied by our partner, Dynmark)

SMS stats graph

These stats are based on click-throughs, rather than opens. What’s interesting here is the share for Windows Phone. A much larger slice than it’s getting from market share stats.

So, are Windows Phone users more receptive to SMS marketing? It’s something that could be worth testing. Perhaps a responsive email followed by an SMS to your non-opening Windows Phone owning subscribers? Does the follow-up improve your response rates? And your conversions?

So what does this tell us?

  1. You need to check your own email client stats.
  2. You’re likely to find iPhone at the top of the pile, followed by Android – and you can use this as a guide to prioritise which devices you optimise for.
  3. If you want to maximise the reach of your mobile messaging, it’s worth considering adding SMS to your customer journeys. Particularly as a complement to your email marketing.

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