Most email is opened on a phone, but most deep engagement still happens on a desktop. Designing for one and measuring on the other is a common, expensive mismatch. Here is the current split.
of email opens happen on mobile, versus 40.6% on webmail and 16.2% on desktop (Litmus, 2025–2026). Yet desktop readers click through at roughly double the rate of mobile — so mobile wins opens while desktop wins depth.
Opens by environment
| Environment | Share of opens |
|---|---|
| Mobile (phone / tablet) | 41.6% |
| Webmail (browser) | 40.6% |
| Desktop app | 16.2% |
Opens vs. depth of engagement
The headline masks the more useful finding: desktop click-to-open rate is about 21%, roughly double mobile’s ~11% (Litmus engagement data). People triage on their phones and act at their desks. Mobile-first segments such as retail routinely exceed 70% mobile opens, while B2B lists with desk-based subscribers fall back to 40–50% mobile.
| Metric | Mobile | Desktop |
|---|---|---|
| Share of opens | higher (~42%) | lower (~16%) |
| Click-to-open rate | ~11% | ~21% |
| Typical behaviour | Triage, skim, save | Read, click, convert |
What this means for design
Design mobile-first: single column, a subject line and preheader that work in ~30–40 characters of preview, tappable buttons at least 44px, and the key message and call to action above the fold on a small screen. But do not assume the conversion happens there — make sure the landing page is equally strong on desktop, because that is where a disproportionate share of clicks actually convert.
Frequently asked questions
What percentage of emails are opened on mobile?
About 41.6% of opens are on mobile, with another 40.6% on webmail and 16.2% on desktop apps (Litmus, 2025–2026). Mobile-first audiences like retail often exceed 70% mobile.
Do people engage more on mobile or desktop?
They open more on mobile but engage more deeply on desktop. Desktop click-to-open rate is roughly 21% versus about 11% on mobile — users tend to triage on phones and act at their desks.
Should I design emails for mobile or desktop?
Design mobile-first, because that is where most opens happen, but test on both. A single-column layout, large tap targets, and a front-loaded call to action serve mobile without breaking desktop.
Which email clients are most common?
Apple Mail leads globally at roughly 51% of opens and Gmail is next at about 27%; together they account for nearly 90% of the market (Litmus). This is also why Apple Mail Privacy Protection distorts open-rate data so heavily.
Why does the mobile/desktop split matter for reporting?
Because a mobile-heavy open rate paired with a desktop-heavy conversion rate can look contradictory. Segment engagement by device before concluding an email ‘underperformed’ — the click may simply be happening in a different place than the open.