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How Many Mobile Push Notifications Are Too Many?

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How many push notifications from an app are too many? At what point do consumers start disabling notifications and stop using apps?

To find out, Localytics conducted a survey in 2017 among 1,000 smartphone users in the United States. As part of the analysis, the researchers compared the results with those of a similar study conducted by the firm in 2015.

Some 52% of consumers say apps have gotten better about the number of notifications they send compared with a few years ago; 38% say things have stayed the same; and 10% say they’ve gotten worse.

Only 10% of consumers say they will disable notifications for an app if it sends one notification per week, on average.

Some 37% say they will disable notifications if an app sends 2-5 notifications per week, and 33% say they will disable notifications if the app sends 6-10 notifications per week.


Some 22% of consumers say they will stop using an app if it sends 2-5 push notifications each week, on average, and 31% say they will stop using an app if it sends 6-10 notifications, on average.

About the research: The report was based on data from a survey conducted in 2017 among 1,000 smartphone users in the United States. As part of the analysis, the researchers compared the results with those of a similar study conducted by the firm in 2015.


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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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