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Do Push Notifications Boost Mobile App Engagement?

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Users who enable push notifications from mobile applications average 88% more launches of those apps compared with users who disable push notifications, according to a recent report from Localytics.

The increased usage is even more pronounced for certain app categories. For example, e-commerce apps register a 278% lift in engagement on average when push notifications are enabled and music app engagement jumps 177%, the analysis found.

Other categories, such as sports and health & fitness apps, register smaller average boost in engagement, though the increase is still significant (36% and 34%, respectively).

Below, additional key findings from the report, which was based on data from 28,000 iOS and Android apps.


Retention

  • 62% of users who have enabled push notifications will return to an app the month after installation if messaged, compared with only 32% of users who have not enabled notifications and who are not messaged.
  • Four months after their first session, 36% of push-enabled users are still engaging with an app on average, compared with only 14% of non-push users.

Abandonment

  • 21% of push-disabled apps are only used once, compared with 11% of push-enabled apps.
  • 53% of users who have enabled push-messaging come back to an app at least 11 times on average.

About the research: The report was based on data collected in July 2014 from 28,000 iOS and Android apps.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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Comments

  • by firemoonstudios Fri Aug 29, 2014 via web

    I have been involved in many situations in all sorts of capacities in and around companies with mobile products where the topic of "When should we go Android?" comes up. My own thinking has evolved on this, and will likely continue to as the world changes. But, for right now, for 2014, this is what I believe: For early-stage startups focused on mobile, there is usually is no need to worry about Android until the product in question attains product-market fit and gets large enough to begin lock-in.

  • by April Espina Wed Feb 18, 2015 via web

    Push notification can boost mobile app engagement but it can also decrease it if not used smartly. As a strategy to guide Mobile app publishers, we created this article (http://www.mobiloud.com/blog/2014/11/use-push-notifications-increase-engage...). It's a good read.

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