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Over half of mobile email in the UK is opened on Apple devices

Mobile Email

More than half of email opened on Apple devices

More than half of all mobile email (54%) in the UK is opened on an Apple device, according to new data from SendGrid. However, it turns out that only 8% is opened on an Android device. 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 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.

Mobile Email Stats

To produce the statistics, 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.

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.

iPhone Email

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.

Aaron Beach, Senior Data Scientist of SendGrid, commented:

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.

Besides email, Apple’s iOS devices are consistently heavily used to browse the web, at least compared to their Android counterparts. Various surveys in 2014 found that iOS users continue to use the web more than Android users do, generating more mobile web traffic than devices made by Samsung, Google, Motorola and others. That’s a figure that has held true at least in the US and Canada this past year.

Such statistics have led Apple’s CEO Tim Cook to state “I don’t know what these other tablets are doing. They must be in warehouses, or on store shelves, or maybe in somebody’s bottom drawer!”. And besides web browsing, as far as email goes iOS is still the dominant platform in the UK.

Mobile Industry Review would like to thank SendGrid for sharing their insights regarding email open rates in the UK.

About SendGrid

SendGrid is the leading email delivery platform for email that matters. SendGrid’s cloud-based platform increases email deliverability, provides actionable insight and scales to meet any volume of email, relieving businesses of the cost and complexity of maintaining custom email infrastructures.

For more information, visit

By Roland Banks

Roland Banks has been passionate about mobile technology for the past 20 years. He started his career at British Telecom's research division working on collaborative virtual reality environments, before becoming a video streaming specialist at 3 UK where he helped launch some of the world's first mobile video services. More recently he enjoys writing about his obsession, and developing software that helps mobile operators analyse their subscriber data.

Roland has lived in Asia for the past 5 years, and tries to indulge his other passion for riding motorcycles whenever possible.

3 replies on “Over half of mobile email in the UK is opened on Apple devices”

Surely, “sent by SendGrid” should be added to “More than half of all mobile email”. SendGrid can’t possibly know what the actual percentage of all email is.

“To produce the statistics, 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.”

If we’re only talking millions, a few largish campaigns targeted at all those new iPhone 6 owners would be enough to confound the results. These stats are meaningless.

I suspect they mean in the context of marketshare of email delivery services, probably? These figures do give a good idea of what’s going on though.

Surely the auto-downloading of images to apple devices means that these figures are massively out?

Quick fag-packet maths:
if 100% of apple emails show as opened when only 25% of them were actually opened, drops the “half of emails opened on apple” to “12.5% of emails opened on apple”.

Changes the headline somewhat.

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