Although the first push notification started with Blackberry, the real proliferation among mainstream users began with Apple’s iPhone. Soon after, Google followed as well. Today, push notifications are crucial for web and mobile marketing. Companies send consumers media and action buttons wrapped into exclusive promotions, invitations, or posts. We have some push notification statistics for you to learn more about this subject. Who knows, maybe we can even help you incorporate these into your own marketing strategies.
Push Notification Statistics 101
- Push notifications via browser could reach around 80% of all internet users.
- Push notifications generate an ROI of up to 2200%.
- Marketers could boost push notification open rates by 20% if they use emojis.
- Sending push notifications boosts the app retention rate between 3 and 10 times.
- Excessive advertising and push notifications cause nearly 29% of people to uninstall apps.
- With 93%, Chrome is the most popular browser for push notifications.
- The average CTR for web push notifications goes to around 15%.
- Web push notifications take only one hour to reach 50% of clicks in an average campaign.
Push Notification Usage Statistics
1. Push notifications via browser could reach around 80% of all internet users.
This only speaks volumes about the potential these notifications present to marketers. On top of the wide reach, they could be widely effective. Namely, the CTR rates can go up to 30%, with website traffic hitting around 25%.
2. In 2020, 80% of push notification subscribers comprised mobile users.
Depending on web browsers and devices, companies can send different push notification types to customers. So users can receive these messages on smartphones, desktops, macOS, Windows, and many other devices in a bid to reach a wide auditorium. Although mobile dominates the segment, 20% of push notification subscribers in 2020 were desktop users, push notification statistics show.
3. Push notifications generate an ROI of up to 2200%.
According to push notification statistics, this channel can be the ‘culprit’ for a high ROI. But, aside from generating staggering ROI percentages, it can also increase the daily traffic for businesses by 25%.
4. The average American with a smartphone receives 46 push notifications per day.
It seems that Americans have quite a lot of apps with enabled push notification buttons. Moreover, it demonstrates that the number of notifications they receive daily is on the constant rise. Therefore, standing out from the crowd is a challenging task for marketers, as push notification stats reveal.
5. More than 50% of app users consider push notifications annoying.
Depending on push notification frequency, some users may deem them too annoying. These might even alienate them. Over half of respondents think that push notifications are annoying and distracting. This is worse if you consider that 35% of these messages are generic broadcasts to all users. For 26%, they are positive, alerting them to what they need, while for 20%, they send important info that doesn’t require opening the app.
6. Text notifications outperform email as the communication channel by 23%.
If we compare push notifications vs email, statistics are clear. For instance, in the airline industry, text messages sent via push to notify passengers of check-ins are much more likely to be opened. In addition, unlike email marketing, travel and transportation apps that have push notifications have the highest opt-in rate.
Learn more: Email Marketing Statistics
7. Marketers could boost push notification open rates by 20% if they use emojis.
Push notification open rate could be boosted via different methods. Using emojis, for instance, increases open rates by 20%. Similarly, industry-specific send times increase them by a staggering 40%, statistics on push notifications confirm. Moreover, rich formats can affect the increase by 25% in open rates. Finally, personalized push notifications and advanced targeting jumpstart the open rates four and three times, respectively.
8. With A/B testing, open rates for push notifications rise by 56%.
Using A/B testing while delivering push notifications makes readers more likely to engage and open a message. For example, Chicago Tribune findings indicate that readers open apps more if notifications contain less content. Likewise, rich messages drive a better push notification open rate, statistics confirm.
9. One weekly push notification leads to 10% of users disabling notifications.
Although push notifications can be useful, it’s important to have in mind that many users get annoyed fast. So it’s crucial to use different push notification software wisely. Otherwise, some users might even disable an app entirely. For example, one weekly push notification leads to 6% of users uninstalling the app.
10. 52.68% of subscribers say that push notifications irritate them.
Push notification statistics suggest that other than irritating, 49% of subscribers find push notifications distracting. But these are not the only reservations subscribers have about them. For instance, 21% of people say they serve no purpose, while 39.39% claim they disturb them at the wrong hour. Other than that, according to 12.5% of users, they tend to be impersonal and irrelevant, based on 24.11%.
11. European users register the highest engagement from push notifications on Android, with 11.4%, and on iOS, with 5.5%.
Marketers looking for engagement will have the best luck in Europe. Both platforms register high reaction rates on push notifications. In addition to that, Europe has the highest average reaction rate of 8.5%, as per push notifications statistics. Next is Asia with 8%, Oceania and Africa with 7.7% each, North America with 7%, and South America with 6.9%. After Europe, Asia has the highest engagement rate on iOS with 5.1%, and similar on Android platforms (10.9%).
12. With 34%, promotions are the most desired content of push, based on users’ opinions.
Recent research confirmed that most users want to receive promotions via push notifications. On top of that, 26% of users want to receive geolocalised content. Similarly, 26% of users want to receive info about new developments. Finally, 14% want to receive other information.
13. 57.42% of users want to receive push notifications from social media platforms.
The largest number of users accept social media push notifications, as per push notification stats. Not far behind are messages from news and information apps and sites (45.94%). Shopping and retail are the third category users are keen on receiving push notifications. Further, 19.05% claim the same for gaming, 10.08% for hotel and travel booking, and 9.24% for blogs and publications.
14. 38.66% of users prefer to receive push notifications in the morning.
Next to mornings, most people are the happiest when they receive push notifications in the evenings and on the weekends. For reference, push notification statistics reveal that 38.38% of people prefer push notifications on the weekends, and 36.69% like to get them in the evenings. Other than that, 21.29% like to get them at work, while 15.13% are happy to get them commuting to work.
15. Dynamic and segmented push notifications have the highest direct open rate of 8.8%.
Depending on the type of notifications, some yield better open rates than others. So dynamic and segmented push notifications score the best open rates, followed by dynamic broadcasts (6.6%). Next is segmented push notifications, with a direct open rate of 4.75%. Finally, simple broadcasts have 3.17% open rates.
Mobile Push Notifications Statistics
16. Sending push notifications boosts the app retention rate between 3 and 10 times.
Push notifications help keep the users engaged and using the app. For instance, if the business sends only one onboarding push to new users in their first week, it increases retention by 71% during the first two months.
17. Users with push notifications enabled on the app have a 43% retention rate in the first month.
Users who have enabled the push notification button have much higher retention rates. So they have 23% and 16% retention rates during the second and third months, respectively. Alternatively, those with disabled push notification buttons have 9%, 5%, and 4% retention rates during the first, second, and third months, respectively, as push notification statistics suggest.
18. Excessive advertising and push notifications cause nearly 28% of people to uninstall apps.
Although marketers believe that by offering a free product, they get to spam people all the time, it’s very far from the truth. Invasive advertising strategies result in users getting annoyed to a much greater extent than before. There is no difference between in-app notifications vs push notifications. Therefore, 16.2% uninstalled the app due to too much advertising, and 12.6% because of excessive notifications.
19. Medium opt-in rates for push notifications on Android are 81%.
iOS notifications, with medium opt-in rates of 51%, are losing the battle with Android push notifications, stats show. Namely, users have to actively opt-in for the former, while the Android ones are automatically enrolled. This is one of the reasons behind this significant difference.
20. Strangely, only 4% of users that receive over 21 push notifications weekly will disable them.
Despite the fact that 42% of users disable push notifications once they receive 3-6 messages per week, with more than ten messages, the situation is much different. For some reason, only 9% of users who get between 11 and 20 notifications disable the button for push notifications.
21. Push notifications on medical and fitness apps on iOS have a 14.2% open rate, higher than on Android.
Push notifications stats for iOS show that only medical/fitness and food/beverage apps have higher open rates than Android. Most of the other apps have higher open rates on Android. For instance, B2B and Finance have 9.8% open rates on Android (7.5% on iOS). Likewise, education apps have 9.2% open rates on Android and 8.6% on iOS. Further, gaming has 10.8% on Android and 7.7% on iOS. Next, media and entertainment have 9.5% on Android and 8.6% on iOS. In turn, medical and fitness apps have 11.9% on Android, 14.2% on iOS, and food and beverage have 10.9% on Android and 11.3% on iOS.
22. 46% of app users who opted in for push notifications spend at least 11 sessions in an app per month.
Compared to this high percentage of users actively engaged in an app, only 25% of those without push notifications do the same. Further, the average click rate of push notifications is 10.3%.
Push Notification Stats for Websites
23. With 93%, Chrome is the most popular browser for web push notifications.
Chrome holds the dominant position in the segment of web notifications, with the majority of subscribers. Next on the list is Opera with 3%, followed by Yandex with 2%, Firefox with 1%, and Safari with 1%.
24. Financial services have the highest average opt-in rate for push notifications or 0.5%-10%.
The opt-in rate for web notifications depends on the industry. For example, some have a much higher opt-in rate than others, statistics on push notifications show. Financial services have the highest range in opt-in rate, followed by the media segment (0.5-6%). E-commerce is another industry that registers 0.5-5% high opt-in rates.
25. The average CTR for web push notifications goes to around 15%.
Web push CTRs depend on how the marketer sets up the campaign. For instance, factors like segmentation, content, design, frequency, and time of the notification all matter. In some campaigns with interesting content or specially targeted campaigns of small groups, the CTRs go up to 30%, web push notifications statistics confirm.
26. Using the proper Call To Action in web push notifications boosts the outcome by over 40%.
A call to action is crucial for many things on the website. In the case of push notification campaigns, it’s vital to increase the outcomes significantly.
27. The delivery rate for the web in the evening and the afternoon is about 60%.
The best time to send push notifications on the web is around the afternoon and evening. On the contrary, the delivery rate falls to 35% at night and in the early morning, push notification statistics show. Subscribers need to be online to receive these messages. Therefore, the best results for CTR are between 11 am and 6 pm since this is when most of them are on the web.
28. Single opt-in has driven the signup rates by around 600%.
After implementing a single opt-in, the percentage of sign-ups for web push has grown by 600%. The months that most commonly see the highest number of new subscribers are December and July.
29. Cart abandonment push notifications register a CTR of 16%.
According to push notifications stats, it’s one of the higher CTR registered on the web. Moreover, re-engagement mobile marketing strategies with push notifications enjoy a 13% CTR. Ultimately, recently-viewed push notification campaigns also hit 13% CTR.
30. Reaction rates for web push notifications are the highest for travel at 11.3%.
Although the notification reaction rates are different across the industries, stats show that travel (11.3%), finance (9.8%), and e-commerce (7.9%) have the highest reaction rates. Likewise, the time for sending push notifications for different segments varies. For reference, the time between three and four pm on Wednesdays is the best response time for push notifications e-commerce, statistics indicate. Media and publishing reap the best results if sent between nine and ten am on Tuesdays. For BFSI, it’s also Tuesdays, only between three and five pm. For digital marketing agencies, the best results are present when marketers send push notifications between 2 and 7 PM on Tuesdays.
31. Web push notifications take only one hour to reach 50% of clicks in an average campaign.
Web push notifications are a great strategy to reach users since they require much less time than other methods. Not to mention that the web push notification conversion rate could go pretty high. Push notification statistics show that in one hour, it can reach 50% of all clicks in an average campaign. And marketers need five minutes maximum to develop an effective campaign.
32. Push notifications sent to users absent from the website for a long time register a CTR of 13%.
Web push notifications are an excellent tool for re-engagement of dormant subscribers. For instance, when Facebook used them to engage customers, the number of returning users increased by 20% after a web push, web push notifications statistics demonstrate.
33. Twice as many users subscribe to push notifications rather than to newsletters.
Newsletters have much lower benefits for marketers than push notifications. Aside from push notifications attracting twice as many subscribers, sign-up rates for newsletters are far behind when it comes to performance and sending time. For instance, it takes the receiver 6.4 hours to see the newsletter, while it’s nearly instant with push.
The Bottom Line
Judging by the push notification stats we have gathered, this communication is most certainly very effective. However, companies need to tread with care, as too many notifications could be annoying and cause the opposite effect. With the technology improvements and more accessible user data, the road ahead is full of possibilities for mobile marketers. One thing is sure; they will continue using push notifications to engage the audience. That said, marketers need to find the right balance between utilizing the full potential of this tool and not becoming annoying to customers.
Push Notification FAQs
What is the average push notification open rate?
In accordance with push notification stats, the average open rate is approximately 7.8%. However, it differs across different message types. For example, it’s 3.17% for broadcast notifications. Following them, segmented messages have 4.75%, while dynamic broadcast notifications have 6.6% open rates, respectively. Finally, the highest open rate of 8.8% belongs to dynamic/segmented messages.
What is a good conversion rate for push notifications?
Open rates depend on several factors. As a result, some genres of notifications register higher open rates than others. For instance, adventure games have a staggering 69.57% push notification open rate. Next are trivia games (33.33%), puzzle and strategy games (29.43%), as statistics on push notifications confirm. Nevertheless, marketers need to send timely notifications, respect users, and offer enough motivation to boost open rates.
How many apps use push notifications?
Even though 72% of businesses claim that web and mobile app notifications offer equal or greater return on investment than emails, not nearly enough companies use them. According to a recent study, less than 50% of mobile apps use push notifications. On the other hand, 52% of retailers spend 21% of their digital marketing budget on mobile. Moreover, 44% claim that ROI from this channel is greater than the email channel.
What is a good CTR for push ads?
Recent push notification stats show that different things could boost reaction rates for this marketing channel. So, for instance, emojis could increase the rate by 20%, while rich formats push it up to 25%. However personalized timeline for sending push ads increases reaction rates by 40%. Similarly, emojis increase CTR by 9.6%, unlike 3% for messages without them.
How many push notifications should you send?
You mustn’t spam your users. So make sure to define how frequent the notifications will go, when the cool-down period is, and prioritize highly relevant push ads. For reference, sending a maximum of 3-5 notifications per week is good. However, they always have to have something relevant for the user, as per push notification statistics.
What are the types of push notifications?
There are various types of push notifications:
- Web notifications – these are sent through the desktop web or mobile web;
- Desktop notifications – they work only on users’ desktops;
- Mobile push notifications – users have to have installed applications to receive these;
- Wearables notifications – as a part of the latest trend, push notifications can go to wearable devices like smartwatches.
What is the best time to send a push notification?
In line with push notification statistics, the best time to send these is between noon and 1 pm and between 7 and 8 pm. At this time, delivery rates of push notifications are 60%. On the other hand, the morning and night delivery rates hover around 35%.
Sources: MoEngage, SALESmanago, CleverTap, Upland Software, HubSpot, Airship, Business of Apps, E-goi, Invesp, Gravitec.net, NotifyVisitors, PushPushGo, OmniKick, Medium, Digital Commerce 360, Sellbrite, VWO
