Accengage, which specializes in push notification technology for mobile apps, has released its Push Notification Performance Benchmark by Industry for iOS and Android. The data and accompanying infographic detail the performance of push notification campaigns in terms of opt-in and reaction rates, and offer tips for developers looking to increase their push notification engagement rates.
Accengage analyzed data from five billion push notifications sent to 150 million app users (worldwide) from January to December 2014, across 12 industries, including e-commerce, media, travel and retail. The data showed 46 percent of iOS users opt-in to receiving push notifications in apps, while Android users are automatically opted-in by downloading an Android app.
When looking at specific kinds of apps, those iOS apps in the “classifieds” category have the highest opt-in rate for push notifications, at 63 percent of users. These classifieds apps were followed by travel apps at 61 percent, and telecommunications and media apps, which tied for third at 49 percent.
However, just because users have opted-in to receive push notifications, doesn’t mean they’re actually engaging with them. According to this data, the average reaction rate for push notifications across all kinds of apps on both iOS and Android was just six percent, meaning only six percent of users actually engage with push notifications when they’re received.
Fast-moving consumer goods apps (FMCG) were measured to have the highest reaction rate on Android, at 28 percent, while telecommunications apps had the highest reaction rate on iOS, at just seven percent. Interestingly, gaming came in last on both platforms, with a five percent reaction rate on Android and a two percent reaction rate on iOS (tied with retail and real estate apps).
Check out Accengage’s complete findings, as well as tips for improving push notification performance, below.