Published on MediaPost on 2/5/20.

Most email unsubscribe opt-outs occurred on smartphones last year — at 74% versus 70% in 2018, with the remainder being done on desktops, according to an infographic released this week by OPTiZMO Technologies.

Don’t take this as a predictor of where and when opt-outs will take place: It reflects the opt-outs processed by one provider last year — and the year before. But it may serve as a snapshot of trendlines.  

That said, watch out for those Yahoo! clients — they accounted for 33.9% of opt-out activity in 2019.  

In contrast, Gmail generated 18%, having surpassed AOL for the number two spot. AOL pulled 11.1%, followed by Hotmail at 7.9% and Comcast with 3.5%.

Think of Monday as opt-out day — it had 16.2% of all unsubscribes. In one change YoY, Wednesday has supplanted Tuesday as the second-most active day, producing 15.4%  of all opt-outs vs.15% for the day before.

Saturday pulled the lowest percentage of opt-outs — at 12.4%. 

Late morning was the most popular time for opting out — from 11 a.m. to noon. Coming in second was the period from 10 a.m. to 11 a.m. and third was noon to 1 p.m.

In comparison, nighthawks aren’t that active — they accounted or the lowest percentages in 2019. As for operating systems, 52.9% of opt-outs took place on iOS, compared with 49% the year before.

Want to learn more about where people opt out and unsubscribe? Check out the rest of this great article on MediaPost, covering our recently released 2019 Email Opt-Out Infographic.