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How many mobile users enable push notifications? [#Chart of the day]

Author's avatar By Robert Jones 26 Jul, 2016
Essential Essential topic

More than half of app users allow push notifications

Every wondered just how many app users enable push notifications? Well, wonder no more. It's crucial in the busy mobile app marketplace to use notifications sensitively to increase engagement and retention of app users, so this benchmark stat is surely good news to many app developers and marketers.


This chart has been produced with data from 5 leading app vendors, which represent over 65,000 apps worldwide.

Further insights from MIDIA Research also include:

  • Travel and transport sectors have the highest push notification opt in rates. As opt in rates vary across verticals some sectors such as food and drink suffer low opt in rates, which could be because the app content isn't time or location specific.
  • More apps than ever are asking users to allow push notifications, which although rates are currently stable, this threatens future rates. Opt in rates might look fairly stable, but they are slowly declining.
  • Android users are automatically opted in to push notifications, whilst iOS users have to manually opt in. 37% of Android app users opt out.
Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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