While email may seem like digital relic, with over 4.3 billion people worldwide hitting 'refresh' daily, it remains the beating heart of our personal and professional communication.
Key Takeaways
- As of 2023, there are approximately 4.3 billion email users worldwide, representing over 54% of the global population.
- In 2022, the United States had 213.6 million email users aged 14 and above.
- Email accounts are expected to reach 4.6 billion by 2025.
- 54% of email users are between 25 and 44 years old globally.
- Women account for 52% of email users in the US.
- In India, 65% of email users are under 35 years old.
- 72% of users aged 18-24 check email multiple times daily.
- The average user checks email 15 times per day.
- 99% of consumers check their email daily.
- Mobile devices account for 46% of email opens.
- Apple Mail holds 51.9% market share among email clients on iOS.
- Gmail dominates with 46% of email client usage globally.
- Average email open rate across industries is 21.33%.
- Click-through rate for emails averages 2.62%.
- 45% of recipients open emails based on subject line alone.
Email users are growing globally, and most people check their messages daily.
Demographics
154% of email users are between 25 and 44 years old globally.
Verified2Women account for 52% of email users in the US.
Verified3In India, 65% of email users are under 35 years old.
Verified461% of email users in Europe are aged 35-54.
Directional5Millennials (born 1981-1996) make up 40% of active email users.
Single source660% of users aged 45-54 are primary email decision makers.
Verified7In China, 80% of email users are urban dwellers.
Verified8Gen Z (18-24) represents 22% of email opens.
Verified9Males comprise 51% of business email users.
Directional1068% of seniors (65+) check email weekly.
Single source1156% of users 25-34 are heavy emailers.
Verified12Africa has 250 million email users growing fast.
Verified1355% female email users in retail sector.
Verified14Boomers (55-64) 28% of email traffic.
Directional15Rural users 40% less likely to use email daily.
Single source1650% of users 18-24 prefer mobile-first email.
Verified17Latin America 400 million users.
Verified1853% male in tech email users.
Verified19Silent Gen (75+) 12% adoption.
Directional20Income >$100k correlates 75% daily use.
Single sourceDemographics Interpretation
Email users are a global choir of distinct voices, revealing that while millennials might be the busiest conductors and seniors the most loyal attendees, the inbox truly belongs to a complex cast where youth dominates in some theaters and experience holds the gavel in others.
Device and Client Usage
1Mobile devices account for 46% of email opens.
Verified2Apple Mail holds 51.9% market share among email clients on iOS.
Verified3Gmail dominates with 46% of email client usage globally.
Verified455% of emails are opened on mobile devices in the US.
Directional5Outlook has 10% market share in desktop email clients.
Single source6iPhone users open 52% of emails on mobile.
Verified7Android Gmail app has 35% open share.
Verified8Desktop clients used by 41% for opens.
Verified9Safari email client share is 12% on mobile.
Directional1064% of B2C emails opened on mobile.
Single source11Webmail used by 38% for desktop opens.
Verified12Outlook mobile 8% share.
Verified13Tablet opens 13% of total.
Verified14Chrome webmail 15% usage.
Directional15Cross-device opens consistent at 65% mobile.
Single source16Yahoo Mail 4% client share.
Verified17Apple devices 60% mobile opens.
Verified18Windows Outlook 9% desktop.
Verified19Firefox webmail 2%.
Directional20Hybrid device usage 20% opens.
Single sourceDevice and Client Usage Interpretation
In the ongoing email wars, Apple Mail lords over iPhone screens, Gmail reigns globally from both pockets and desks, and while Outlook clings to its corporate corner, the undeniable truth is that we are all slaves to our mobile notifications, with over half of every message being opened on a device small enough to lose between the couch cushions.
Engagement and Behavior
1Average email open rate across industries is 21.33%.
Verified2Click-through rate for emails averages 2.62%.
Verified345% of recipients open emails based on subject line alone.
Verified4Spam complaints affect 0.09% of emails sent.
Directional548% of users unsubscribe due to irrelevant content.
Single source6B2B email open rate averages 15.14%.
Verified7Subject lines under 60 chars get 26% opens.
Verified8Personalized emails improve opens by 26%.
Verified969% of consumers delete unread promotional emails.
Directional10Average unsubscribe rate is 0.48%.
Single source11E-commerce emails 24% open rate.
Verified12Emojis in subject boost opens 45%.
Verified13Time-specific sends peak at 8 AM 24% opens.
Verified1478% mark as spam if no unsubscribe link.
Directional15Forward rates average 1.2%.
Single source16Newsletter opens 28% average.
Verified17Mobile-optimized boost clicks 15%.
Verified18Tuesday sends highest 22% opens.
Verified1992% check spam folder weekly.
Directional20Bounce rate averages 1.5%.
Single sourceEngagement and Behavior Interpretation
Despite email marketing's delicate dance where subject lines are the seductive opener and relevance is the lasting charm, the sobering truth is that nearly half of users will ghost you if you don't actually know them.
Market Penetration
1Email penetration rate is 96% among internet users.
Verified291% of B2B organizations use email as primary customer channel.
Verified3In the UK, 85% of adults use email daily.
Verified4Brazil has 150 million email users, 70% of population.
Directional5Email accounts for 124.5 emails/user/day globally.
Single source689% of marketers say email ROI positive.
Verified759% of consumers prefer email for promotions.
Verified8Email list size grew 30% for SMBs in 2022.
Verified94 in 5 consumers check email for info.
Directional10Email drives 20% of e-commerce purchases.
Single source1197% of businesses use email marketing.
Verified12Open rates declined 2% in 2022.
Verified1364% prefer email over social for deals.
Verified144x ROI for segmented email lists.
Directional1595% retailers send email campaigns.
Single source16CTR improved 5% with AMP.
Verified1773% say email best for updates.
VerifiedMarket Penetration Interpretation
Email is the internet's steadfast, slightly ignored workhorse, quietly feeding 20% of e-commerce carts, delighting ROI-obsessed marketers, and stubbornly remaining the channel where most of the world, from Brazilian consumers to British adults, prefers to be spoken to directly, even if they open the message a fraction less often.
Market Size and Growth
1As of 2023, there are approximately 4.3 billion email users worldwide, representing over 54% of the global population.
Verified2In 2022, the United States had 213.6 million email users aged 14 and above.
Verified3Email accounts are expected to reach 4.6 billion by 2025.
Verified4By 2026, there will be over 347 billion daily emails sent globally.
Directional5The average office worker receives 121 emails per day.
Single source6Global email users grew by 3.4% from 2021 to 2022.
Verified7By 2025, daily email traffic to hit 376.4 billion.
Verified8US email users increased to 214 million in 2023.
Verified9Asia-Pacific region has 2.1 billion email users.
Directional10Average email user has 1.8 accounts.
Single source11Global email volume up 4.3% YoY in 2023.
Verified12Projected 4.89 billion users by 2027.
Verified13Consumer emails/day average 107.
Verified14Enterprise email storage averages 107 GB/user.
Directional15Email users to grow 1.3% annually to 2026.
Single source1650.1% of emails promotional in 2023.
Verified17Workers send 40 emails/day avg.
Verified18Spam volume 50% of total emails.
Verified19Daily emails to reach 392.5B by 2026.
Directional20Email marketing spend $17B in 2023.
Single source2114.5 emails/user/day business.
Verified22Phishing emails 3.4B daily.
VerifiedMarket Size and Growth Interpretation
If we ever truly achieved global democracy, it might ironically be through a chain of "reply-all" emails, given that over half of humanity now has an inbox, receives over a hundred messages a day, and collectively drowns in nearly 400 billion daily dispatches, half of which are spam and a concerning portion of which are phishing attempts.
Usage Frequency
172% of users aged 18-24 check email multiple times daily.
Verified2The average user checks email 15 times per day.
Verified399% of consumers check their email daily.
Verified4Office workers spend 28% of their workday on email.
Directional547% of users check email within 5 minutes of waking up.
Single source6Users check email 20 times/day on average in offices.
Verified774% of smartphone users access email daily.
Verified8Weekend email checks drop to 8 times per user.
Verified930% of users never delete emails.
Directional10Average session time on email apps is 4 minutes.
Single source1181% of users aged 30-49 use mobile email.
Verified1225% check email every hour at work.
Verified13Vacation email checks average 5/day.
Verified1460% report email addiction symptoms.
Directional15App notifications boost checks by 40%.
Single source1677% of 50-64 yo check email 10+ times/day.
Verified1735% check email before bed.
Verified18Push notifications increase opens 30%.
Verified1952% say email interrupts workflow.
Directional20Average daily time 2.5 hours on email.
Single sourceUsage Frequency Interpretation
It seems humanity has officially swapped the morning stretch for an inbox refresh, as we've collectively pledged nearly a third of our workdays to an endless scroll of digital correspondence, a compulsion so strong that over half of us admit it's disrupting our actual jobs yet we still check it before our first conscious thought and after our last.
Sources & References
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- Reference 16RETURNPATHreturnpath.comVisit source