A comprehensive Perion Survey finds that the iPad is changing peoples’ relationship with email, and examines iPad owner email habits.
Perion, developer of the IncrediMail email client, unveiled today the results of a recent survey it conducted amongst 4,400 US iPad users about the way they use email on the iPad. The most dramatic result of the survey shows that for a majority of users, the iPad is now their favorite device to read and write emails, beating out PCs and smartphones by a wide margin. Ninety percent of respondents said that using email on the iPad was either very or extremely important with two-thirds checking email on their iPad more than three times a day.
This result mirrors a growing trend showing that tablets are quickly becoming the most used, and most loved computing device amongst their owners with one in four adult Americans owning such a device.(1) The result is even more staggering when considering the simple nature of today’s email clients on the iPad, most of which are simple copies of their desktop counterparts. Reflecting these limitations, only 41 percent of those surveyed are extremely satisfied with the email apps they are using – uncharacteristically low for iPad users who are usually passionate about their devices.
Perion believes the study is one of the most comprehensive yet published, focusing on the way people use email on the iPad. Other studies have looked at general iPad usage, but none have taken a deep look into how and why people use email on the iPad. Other key findings of the study show:
• For Your Viewing Pleasure – 97 percent of iPad users read emails on their device but two-thirds send only a few quick replies, if any. Only 31 percent read and send all their emails from their iPad.
• Women Use It Differently – Women showed stronger satisfaction with using their iPads for reading emails and are also more likely to send emails compared to men. Additionally, women are more likely to use their iPads for only personal emails at 68 percent while 52 percent of men send business emails as well.
• Apple Mail Favorite App – Apple Mail is the favorite app for users at 41 percent followed by Gmail at 31 percent and Hotmail at 13 percent. Eighteen percent of users open web browsers and access webmail rather than using an app.
• Most Popular Device for Email – iPad is clearly the preferred device on which to read and write emails.
The most preferred device for reading emails is the Tablet (55%) followed by the PC/Mac (32%) and Mobile Phone (10%)
The most preferred device for writing emails is the Tablet (48%) followed by the PC/Mac (41%) and Mobile Phone (9%)
• More than leisure – While 60 percent of respondents said they used the iPad just for personal emails, 38 percent used the iPad for both personal and work emails debunking the idea that the iPad was a purely leisure product.
“With our extensive experience creating amazing email clients for our users, we understand just how important email is to people and how much they rely on it as a communication tool in their lives,” says Ron Harari, General Manager, Communication Products Division at Perion. “This is why we are so interested by the results of this survey. Email has been heavily used on the iPad since its launch but on a closer examination of usage and attitudes, different usage patterns appear. Clearly, the device is popular but the market is still looking for the right email app.”
The survey was conducted online in the second half of 2012 among 4,400 adults aged 18 plus, of which 66 percent were women. Perion exercised its best endeavors in conducting and reporting the outcome of this survey; however, Perion takes no responsibility should one rely on these results.
About Perion Network Ltd.
Perion Network, Ltd.’s three main consumer brands are: IncrediMail, Smilebox and SweetIM. IncrediMail is a unified messaging application enabling consumers to manage multiple email accounts and Facebook messages in one place with an easy-to-use interface and extensive personalization features, and is available in over 100 countries in 8 languages; Smilebox is a leading photo sharing and social expression product and service that quickly turns life’s moments into digital keepsakes for sharing and connecting with friends and family, in a fun and personal way. SweetIM is an instant messaging and Facebook application that enables consumers to personalize their everyday communications with free, fun and easy to use content. Most of Perions applications are monetized through a freemium model. Free versions of the applications are monetized primarily through their toolbar which generates search revenue and display advertising revenue, generated through impressions. A more advanced feature-rich version of many Perion products is available with a premium upgrade. Perion also offers and develops a range of products for mobile phones and tablets to answer its users increasing mobile demands. For more information on Perion, visit:
Forward Looking Statements