By Minal Bopaiah

While the iPhone and iPad accounted for 50% of opens for B2C emails in the fourth quarter of 2013, desktop environments came in second with 35% of opens, according to new data from Moveable Ink.

While the data did not differentiate between eCommerce and subscription content emails, the information is useful for B2C subscription sites looking to optimize their email marketing and member engagement. Namely because the data points to high usage on Apple devices, with only 14% of opens on Android devices. That means that B2C sites should focus on optimizing their email format on Apple devices and desktop viewing.

However, there’s some anecdotal evidence to suggest that consumers are more willing to read B2C content on a mobile device (i.e., when they’re waiting for something else). High desktop opens may be skewed towards eCommerce sites with products to sell, since consumers will likely wanted to be seated to process a credit card payment.

Nevertheless, the high use of iPhone and iPad in email viewing means that every subscription site should be checking to see how their emails look and feel on those platforms.