Chart is based on data collected by Movable Ink’s Advanced Analytics platform between April 1 – 30, 2013. The chart reflects aggregate statistics across Movable Ink’s customer base, which includes more than 100 enterprise B2C marketers from the retail, travel, financial, media, and telecommunications industries. Read length is ascertained through a Movable Ink tracking pixel embedded in the email.
Below is a collection of reactions to this infographic from the Movable Ink team. What do you think about the data? Add your comments below, or share reactions on Twitter by mentioning @movableink.
“On mobile devices with smaller screens, it takes longer to read the entire content of an email. Read length might therefore be inversely correlated to device size, usability, and readability.” – Olivier Lauzon, Senior Engineer
“Folks on mobile devices are oftentimes multitasking—walking and reading, having a conversation while the inbox is open, etc. Maybe these users are getting distracted while their email messages are still open!” –Lee Bankewitz, Director of Engineering
“The mobile experience provides windows of time for immersion into content. Little moments, like waiting for a train or standing on line to pay for something, may provide those precious 15 seconds that allow us to spend more time reading through an email. This is likely one aspect of why we are seeing longer email read lengths on mobile phones.” – Jason Valdina, Vice President of Product