Android on the rise while Apple open rates slow across the EU
The leading API company and email delivery platform SendGrid, today released a collection of data on email open and click rates across Europe by device. The data was collected over two ten-day periods in 2014 and 2015, and spans ten billion emails sent across SendGrid’s database of over 200,000 companies.
Top trends that emerged include a fall in iPhone and iPad open rates in Europe and the steady growth of Android-based email engagements. The research findings show that in 2015:
Apple email usage slows across the EU...
In the UK, SendGrid’s largest European market by emails delivered, the iPhone still makes up almost a quarter (24 percent) of email opens and clicks, but this is an 8 percent decrease on 2014. This is despite iPhone opens and clicks rising overall across the EU by 8 percent, demonstrating a mixed result across the continent. Countries which appear to be moving away from using iPhone devices include Slovakia (-38 percent YoY), Luxembourg (-21 percent YoY) and the Netherlands (-14 percent YoY).
The iPad saw a more significant decline of 15 percent year-on-year, averaged across Europe. The most notable figures came from the Czech Republic where open rates fell by 52 percent year on year, closely followed by Latvia and Greece (both falling by 49 percent). The UK was one of the few exceptions with open rates on the Apple tablet increasing by 5 percent. Overall, iPhone and iPad email use in Europe was relatively stagnant, with an average growth of only 1 percent between 2014 and 2015
...while Android usage goes up
Email opens on an Android device rose by an average of 68 percent across the EU. In the UK, Android open and click rates grew year-on-year by 23 percent, while the growth was much more significant in Bulgaria (+364 percent), Poland (+309 percent) and Luxembourg (+178 percent). Overall, 22 of the 28 EU member states saw an increase in Android email usage since 2014, significantly overtaking Apple devices for user engagements in year on year growth.
iPhone usage is now most popular in Croatia
Despite stagnant rates throughout Europe, the iPhone still dominates as the most popular device for email in some EU countries. Croatia saw almost three quarters (or 70 percent) of SendGrid-delivered email opens and clicks on an iPhone in 2015, a significantly higher figure than any of its European counterparts. The iPhone was also the most popular device in Denmark, with a 37 percent share of email usage in 2015.
UK among highest growth reported for BlackBerry-based emails
The UK experienced 71 percent growth year-on-year in email opens and clicks on a BlackBerry device, one of the highest rates across the EU. The most considerable growth trend was seen in Poland (+238 percent) and Croatia (+218 percent). BlackBerry open rates also rose for Sweden (+59 percent), Italy (+32 percent), Belgium (+19 percent), the Netherlands (+19 percent) and Spain (+11 percent), and fell in only 4 of the 28 EU member states, most notably in Austria (-60 percent year-on-year).
Aaron Beach, SendGrid’s Senior Data Scientist, commenting on the data findings stated: “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. 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.
"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.
"During 2015 SendGrid has observed growth in European markets at two to five times the rate observed domestically within the US, and slightly higher growth than that observed across the globe, making Europe one of SendGrid’s fastest growing regions.”
GfK and VMware: Innovating together on hybrid cloud
GfK has been the global leader in data and analytics for more than 85 years, supplying its clients with optimised decision inputs.
In its capacity as a strategic and technical partner, VMware has been walking GfK along its digital transformation path for over a decade.
“We are a demanding and singularly dynamic customer, which is why a close partnership with VMware is integral to the success of everyone involved,” said Joerg Hesselink, Global Head of Infrastructure, GfK IT Services.
Four years ago, the Nuremberg-based researcher expanded its on-premises infrastructure by introducing VMware vRealize Automation. In doing so, it laid a solid foundation, resulting in a self-service hybrid-cloud environment.
By expanding on the basis of VMware Cloud on AWS and VMware Cloud Foundation with vRealize Cloud Management, GfK has given itself a secure infrastructure and reliable operations by efficiently operating processes, policies, people and tools in both private and public cloud environments.
One important step for GfK involved migrating from multiple cloud providers to just a single one. The team chose VMware.
“VMware is the market leader for on-premises virtualisation and hybrid-cloud solutions, so it was only logical to tackle the next project for the future together,” says Hesselink.
Migration to the VMware-based environment was integrated into existing hardware simply and smoothly in April 2020. Going forward, GfK’s new hybrid cloud model will establish a harmonised core system complete with VMware Cloud on AWS, VMware Cloud Foundation with vRealize Cloud Management and a volume rising from an initial 500 VMs to a total of 4,000 VMs.
“We are modernising, protecting and scaling our applications with the world’s leading hybrid cloud solution: VMware Cloud on AWS, following VMware on Google Cloud Platform,” adds Hesselink.
The hybrid cloud-based infrastructure also empowers GfK to respond to new and future projects with astonishing agility: Resources can now be shifted quickly and easily from the private to the public cloud – without modifying the nature of interaction with the environment.
The gfknewron project is a good example – the company’s latest AI-powered product is based exclusively on public cloud technology. The consistency guaranteed by VMware Cloud on AWS eases the burden on both regular staff and the IT team. Better still, since the teams are already familiar with the VMware environment, the learning curve for upskilling is short.
One very important factor for the GfK was that VMware Cloud on AWS constituted an investment in future-proof technology that will stay relevant.
“The new cloud-based infrastructure comprising VMware Cloud on AWS and VMware Cloud Foundation forges a successful link between on-premises and cloud-based solutions,” says Hesselink. “That in turn enables GfK to efficiently develop its own modern applications and solutions.
“In market research, everything is data-driven. So, we need the best technological basis to efficiently process large volumes of data and consistently distill them into logical insights that genuinely benefit the client.
“We transform data and information into actionable knowledge that serves as a sustainable driver of business growth. VMware Cloud on AWS is an investment in a platform that helps us be well prepared for whatever the future may hold.”