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Push Notifications Vendor Landscape And Best Practices

Report by Karol Severin and Martyn Davies
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The 20,000 Foot View

In the increasingly competitive app economy, push notifications and in-app messages are becoming crucial means of driving retention rates and other KPIs. The question is no longer whether to use notifications, but rather how to maximize their benefits while mitigating the risk of alienating users. A slew of companies is pouring into meet the demand of this growing marketplace, each with their own specific competencies, strengths and weaknesses. To provide a quantitative evidence base of push notification performance and best MIDiA Research acquired and aggregated data from            leading app notification vendors, who represent over            apps globally. 

Key Findings

               of iOS users opt in to push notifications            of Android users opt in to push notifications
  • Push notifications            than doubles user retention rates–            average one month retention rate            users with enabled notifications is            to            of users with disabled            notifications
  • The average            and three month retention rates            also more than twice as            for users with enabled notifications 
  • Capturing the            of users in their notification            is becoming increasingly difficult due            growing competition
  • Notifications strategies            be crafted around where users            in their respective lifecycles
  • Notifications become            to users when they fail            deliver value that is equal            greater than the effort they            to make to pay attention            them

Companies mentioned in this report: Accengage, Appboy, Donky, Kahuna, Localytics, Urban Airship 

For the purposes of this report MIDiA interviewed a selection of leading vendors who additionally provided detailed proprietary data that was aggregated to support the analysis in this report.

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