Android email engagement increases while Apple slows
iOS based email usage is slowing across the EU whilst email engagement via Android is increasing according to new research released this week.
Data analysis from email delivery platform SendGrid shows that in the UK although the iPhone still makes up nearly a quarter (24%) of email opens the figure is down 8% on 2014 and despite iPhone opens and clicks rising overall across the EU by 8%. In Slovakia however year on year use fell by 38% whilst Luxembourg saw a 21% decline.
The iPad meanwhile saw a 15% year on year decline across Europe with significant falls in the Czech Republic which was down by 52% year on year and Latvia and Greece where open rates both fell by 49%. The UK bucked the trend however with open rates up by 5%. Overall iPhone and iPad use in Europe was relatively stagnant growing by an average of only 1% between 2014 and 2015.
When it comes to Android usage however email open rates were a lot higher, rising by an average of 68% across the EU. In the UK rates grew 23% but some EU countries saw explosive growth, such as Bulgaria which was up 364% and Poland up by 309%. Overall 22 of the 28 EU member states saw an increase in Android email usage over last year, overtaking Apple devices for user engagements in year on year growth.
In the UK, BlackBerry open rates also proved amongst the most popular with 71% year on year growth in email opens and clicks. Although high this was again dwarfed by growth in other areas such as Poland which was up by 238% and Croatia which was up by 218%.
“Since the very first corporate email was sent a little over 33 years ago this week, we've seen it become the ‘de facto’ business communications tool of the modern era, more recently consisting mainly of mobile-based communications,” said Aaron Beach, senior data scientist at SendGrid. “Email has now become the dominant platform for sending and receiving corporate email. Our data indicates that tablet usage just hasn't taken off in the same meaningful way,” he said.
“However, whilst Apple devices remain the most popular business communications platform, we've seen Android steadily catch up in our year-on-year data for all device platform clicks. Apple will have some work to do to maintain their dominant position,” he said. .
During 2015 SendGrid has observed growth in European markets at 2-5x the rate observed domestically within the US and slightly higher growth than that observed across the globe, making Europe one of the SendGrid’s fastest growing regions.”
The figures were collected over two ten day periods in 2014 and 2015 and span ten billion emails sent across SendGrid’s database of more than 200,000 companies.