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1、Push Notifications&Mobile Engagement:2021 Benchmarks|1Push Notifications&Mobile Engagement:2021 BenchmarksACTIONABLE INSIGHTS TO ASSESS&ELEVATE YOUR MOBILE STRATEGYPush Notifications&Mobile Engagement:2021 Benchmarks|2Table of ContentsIntroduction 3Industry Verticals 4How to Read the Data 5 Opt-in R
2、ates for Push Notifications 6Opt-in Rates for Push Notifications:Overall Performance-Android&iOS 7Opt-in Rates for Push Notifications:Performance By Vertical-Android 8Opt-in Rates for Push Notifications:Performance By Vertical-iOS 9Direct Open Rates for Push Notifications 10Direct Open Rates for Pus
3、h Notifications:Overall Performance-Android&iOS 11Direct Open Rates for Push Notifications:Performance by Vertical-Android 12Direct Open Rates for Push Notifications:Performance by Vertical-iOS 13Average Monthly Push Notifications Per User 14Average Monthly Push Notifications Per User:Overall Volume
4、-Android&iOS 15Average Monthly Push Notifications Per User:Volume by Vertical-Android&iOS 16Methodology 17Conclusion&Additional Resources 18About Airship 19 Push Notifications&Mobile Engagement:2021 Benchmarks|3IntroductionAs the leader in mobile engagement solutions,Airship works with leading brand
5、s from across industries and around the globe to help them connect with customers on any channel from apps and SMS,to email,web notifications and more at the right place,at the right time.Airship is also the worlds most trusted provider of push notification solutions.Last year we delivered more than
6、 600 billion push notifications to more than 2 billion users,giving us the most robust benchmark data available for mobile marketers and brands.In the pages ahead,we share essential benchmarks to help you assess and refine your mobile engagement strategy,and answer questions such as:How do my apps m
7、obile engagement rates compare to those of my industry peers?Whats the delta between average and top performers?How does message response vary by mobile operating system?How many push notifications do my industry peers send their customers?Check it out,and get in touch to learn more about how Airshi
8、p can help you assess and enhance your push strategy.BENCHMARKS FOR HIGH,MEDIUM&LOW PERFORMERS:To offer performance benchmarks,we reported results on the 10th,50th and 90th percentiles for all apps and verticals.High:90th percentile Medium:50th percentile Low:10th percentilePush Notifications&Mobile
9、 Engagement:2021 Benchmarks|4EDUCATION Apps that provide training and learning opportunities for consumers,and apps for schools or learning institutions.Total apps in vertical:147ENTERTAINMENT Apps that provide entertainment in the form of video streaming,music,movies,TV,radio,as well as artist apps
10、.Total apps in vertical:184FINANCE&INSURANCE Apps to manage finances,banking,investment,insurance.Total apps in vertical:601FOOD&BEVERAGE Apps managed by restaurants and beverage companies as well as recipe/cooking content apps.Total apps in vertical:117GAMING&GAMBLING Free and paid gaming apps and
11、apps that allow you to place bets/gamble.Total apps in vertical:209MEDIA Apps that include national&breaking news,local news,newsstands,books,magazines and radio.Total apps in vertical:1,226 MEDICAL,HEALTH&FITNESS Apps for fitness tracking,health management,pharmacy,health reference.Total apps in ve
12、rtical:86NONPROFIT,CHARITIES,FOUNDATIONS Apps that provide an interface between the end user and a nonprofit entity,charity,foundation,and/or apps whose purpose is to generate revenue for a cause.Total apps in vertical:34RETAIL Grocery,discount/deals,specialty retail(i.e.,greeting cards or toys),fas
13、hion,big box/warehouse.Total of apps in vertical:318SOCIAL Networking,messaging,dating,communication.Total apps in vertical:78SPORTS&RECREATION Team apps,sports news,recreation.Total apps in vertical:255TRAVEL&TRANSPORTATION Airline,automotive,hotel,bookings,rail,vacation rental,public transportatio
14、n.Total apps in vertical:108UTILITY&PRODUCTIVITY Navigation,reference,weather,other tools for productivity.Total apps in vertical:263Industry VerticalsPush Notifications&Mobile Engagement:2021 Benchmarks|5a lower value,50%have a higher value.MediaNonprofit,Charities&Foundations29.8%44.5%60.0%25.9%57
15、.1%76.5%36.0%67.5%76.1%Medical,Health&FitnessLOWMEDIUMHIGHLOW-10th Percentile:10%of apps in this vertical have a lower valueHIGH-90th Percentile:10%of apps in this vertical have a higher valueMEDIUM-50th Percentile:The median value.50%of apps in this vertical haveThe benchmarks were broken down into
16、 high(90th),medium(50th)and low percentiles(10th).The 50th percentile number is the median for the vertical.The 10th percentile number means 10%of the apps had a lower value,while the 90th percentile number means 10%of apps had a higher value.For example,in this graph showing direct opt-in rates,if
17、you are a media brand with a 60%direct opt-in rate on iOS,you compare with the top 10%of apps in this study and can feel confident that you have some of the highest direct opt-in rates in your vertical.However,if your direct opt-in rates are less than 29%,youre in the bottom 10%for your vertical and
18、 theres significant room for improvement.Questions about this data?Feel free to get in touch!How to Read the DataPush Notifications&Mobile Engagement:2021 Benchmarks|6Opt-in Rates for Push Notifications Push Notifications&Mobile Engagement:2021 Benchmarks|7WHAT IT MEANS The percentage of an apps aud
19、ience that has opted in to receive push notifications.This benchmark is based on monthly opt-in rates averaged over 12 months.WHY IT MATTERS Push notification opt-ins are essential to deepening engagement with your customers.When app users opt in,brands can reach out beyond the confines of the app t
20、o engage people right on their device lock screensthe most visible real estate available!That creates a world of opportunities to be there for your customers in the moments that matter most,keeping them engaged and driving conversions.ANDROID VS.IOSOpt-in rates for mobile app push notifications are
21、significantly higher on Android than iOS,because iOS users must opt in to receive push notifications.Android automatically opts users in.Overall Performance-Android&iOS 48.9%81%94.5%29.2%51.2%73.3%LOW MEDIUMHIGHOpt-in Rates for Push Notifications Push Notifications&Mobile Engagement:2021 Benchmarks|
22、8Opt-in Rates for Push Notifications:Performance by Vertical-Android LOWMEDIUMHIGHEducationEntertainmentFinance&InsuranceFood&DrinkGaming&GamblingMediaNonprofit,Charities&FoundationsRetailSocialSports&RecreationTravel&TransportationUtility&ProductivityMedical,Health&Fitness90.4%95.6%59.9%82.0%92.2%4
23、0.3%58.5%79.7%92.1%55.9%94.5%97.3%47.6%81.8%91.6%81.0%90.4%95.1%38.2%86.0%94.2%45.0%65.8%84.4%59.9%86.8%96.4%53.6%81.5%93.9%71.3%90.0%96.3%54.2%80.8%91.8%78.4%89.4%94.0%Push Notifications&Mobile Engagement:2021 Benchmarks|9Opt-in Rates for Push Notifications:Performance by Vertical-iOSLOWMEDIUMHIGH1
24、00EducataionEntertainmentFinance&InsuranceFood&DrinkGaming&GamblingMediaNonprofit,Charities&FoundationsRetailSocialSports&RecreationTravel&TransportationUtility&Productivity54.3%72.9%85.8%23.4%37.6%63.9%55.5%67.5%74.4%31.4%59.2%80.3%19.6%45.1%59.0%29.8%44.5%60.0%25.9%57.1%76.5%36.0%67.5%76.1%23.1%46
25、.0%64.5%30.4%48.7%75.1%33.0%44.8%64.2%39.5%58.2%73.0%32.6%62.2%82.9%Medical,Health&FitnessPush Notifications&Mobile Engagement:2021 Benchmarks|10Direct Open Rates for Push NotificationsPush Notifications&Mobile Engagement:2021 Benchmarks|111.1%3.4%10.2%WHAT IT MEANS The percentage of total sends wit
26、hin a month that were tapped and triggered an app open.For this benchmark,we looked at monthly direct open rates per app averaged over 12 months.WHY IT MATTERS Direct open rates are a key way of measuring your push notifications impact on app engagement.Keep an eye on this figure,while also monitori
27、ng conversions,active users,opt-outs,indirect opens and uninstalls to get a more granular understanding of how push messages are influencing engagement and retention.ANDROID VS.IOSAcross industry verticals,engagement with Android notifications maintains a wide lead over iOS.This is primarily due to
28、differences in how notifications behave on iOS vs.Android devices.When you unlock the screen on an Android device,notifications persist on the lock screen,requiring you to swipe left or right to dismiss them.In iOS,the notification vanishes from the lock screen as soon as you unlock the device and a
29、re grouped with the apps other messages in the notification center.1.1%4.6%16.8%Overall Performance-Android&iOS LOW MEDIUMHIGHDirect Open Rates for Push NotificationsPush Notifications&Mobile Engagement:2021 Benchmarks|12Direct Open Rates for Push Notifications:Performance by Vertical-Android30Educa
30、tionEntertainmentFinance&InsuranceFood&DrinkGaming&GamblingMediaMedical,Health&FitnessNonprofitCharities&FoundationsRetailSocialSports&RecreationTravel&TransportationUtility&Productivity2.6%9.6%31.1%0.7%2.3%8.5%3.1%9.9%22.1%2.3%6.1%27.4%1.0%2.9%11.3%1.1%3.5%9.2%0.6%6.6%16.8%3.9%9.8%22.2%1.4%5.2%13.2
31、%1.7%10.8%20.9%0.5%2.2%8.6%2.7%10.5%25.1%1.1%9.9%23.6%LOWMEDIUMHIGHPush Notifications&Mobile Engagement:2021 Benchmarks|13Direct Open Rates for Push Notifications:Performance by Vertical-iOSLOWMEDIUMHIGH20EducationEntertainmentFinance&InsuranceFood&DrinkGaming&GamblingMediaNonprofitCharities&RetailS
32、ocialSports&RecreationTravel&TransportationUtility&Productivity2.0%7.6%18.2%0.8%1.9%6.0%1.9%5.1%13.3%1.3%3.0%12.2%0.8%2.0%6.4%1.3%3.2%6.5%1.2%4.2%14.6%2.2%6.2%10.9%0.9%2.8%7.8%0.5%2.8%9.8%0.7%2.1%6.5%1.0%4.3%11.9%0.9%4.7%11.5%Medical,Health&FitnessPush Notifications&Mobile Engagement:2021 Benchmarks
33、|14Average Monthly Push Notifications Per UserPush Notifications&Mobile Engagement:2021 Benchmarks|15.8 8.8202.58.4188.4WHAT IT MEANS The average number of push notifications an app sends to its users per month.WHY IT MATTERS This figure helps brands answer the question:how much is too much when it
34、comes to push notifications?Overall,we know that more frequent push notifications increase app retention rates.However,too many notifications can erode trust and come off as spam.The key is to find the right balance to keep customers engaged,without overwhelming them.VARIATIONS IN HIGH VS.MEDIUM&LOW
35、 PERFORMANCE Youll notice that the high values for this benchmark are much greater than the medium and low figures.Thats because our count includes both transactional and promotional push notifications,which vary widely depending on the vertical.Also,Sports and Media brands typically send far more n
36、otifications than those in other industries.Overall Performance-Android&iOS LOW MEDIUMHIGHAverage Monthly Push Notifications Per UserPush Notifications&Mobile Engagement:2021 Benchmarks|16Average Monthly Push Notifications Per User:Performance by Vertical MEDIASPORTS&RECREATIONENTERTAINMENTSOCIALEDU
37、CATIONGAMING&GAMBLINGFOOD&DRINKRETAILUTILITY&PRODUCTIVITYMEDICAL,HEALTH&FITNESSTRAVEL&TRANSPORTATIONNONPROFIT,CHARITIES&FOUNDATIONSFINANCE&INSURANCELOW7.81.80.90.80.40.51.40.80.10.20.20.60.2MEDIUM114.825.36.33.12.944.65.61.231.42.61.3HIGH284.6200.5117.161.541.736.324.824.71917.39.47.77.4MEDIASPORTS&
38、RECREATIONSOCIALENTERTAINMENTEDUCATIONUTILITY&PRODUCTIVITYGAMING&GAMBLINGRETAILMEDICAL,HEALTH&FITNESSFOOD&DRINKTRAVEL&TRANSPORTATIONNONPROFIT,CHARITIES&FOUNDATIONSFINANCE&INSURANCELOW9.11.90.910.90.30.60.90.20.90.30.60.4MEDIUM97.723.69.85.55.32.64.76.42.92.81.52.71.9HIGH297.9237.3108.9108.591.654.23
39、5.7321711.496.55.9Push Notifications&Mobile Engagement:2021 Benchmarks|17MethodologyAirship analyzed customer data in aggregate from January to December 2020 to identify apps with at least 1,000 active users that had sent at least 1,000 cumulative push notifications in one month.That group included
40、more than 2 billion app users across thousands of apps,with figures broken out across 12 industry verticals.All of our benchmarks are based on monthly calculations,which are averaged over 12 months.Push Notifications&Mobile Engagement:2021 Benchmarks|18Conclusion&Additional ResourcesWant to learn mo
41、re about how you can grow your customer relationships and lifetime value one game-changing push notification at a time?Check out the following resources and get in touch to request a demo.Airship Push Notification Solutions 45 Ways to Boost App Engagement&Retention Push Notifications Explained Push
42、Notification Cheat Sheet 14 Types of Push Notifications You Should Almost Certainly Be SendingIncrease Opt-ins with Airship!Want to learn more about how to increase your opt-in rate:who to ask,when to ask and what to do if they say no?Airship offers a best practice service that can help.Contact us t
43、oday!Push Notifications&Mobile Engagement:2021 Benchmarks|19About AirshipThousands of the worlds leading brands rely on Airship to spark closer connections with their customers through highly contextual and relevant interactions.Only Airships Customer Engagement Platform takes a mobile-first,data-le
44、d approach that enables brands to focus on individuals and their needs,not which marketing channels to use.Airship makes it much simpler and more effective to grow customer lifetime value in the omnichannel era.With trillions of interactions intelligently orchestrated across mobile apps,mobile walle
45、t,SMS,websites and email,Airship optimizes the entire customer journey across all digital touchpoints at scale.For more information,visit ,read our blog or follow us on Twitter,LinkedIn and Facebook.Push Notifications&Mobile Engagement:2021 Benchmarks|20PortlandSan FranciscoNew YorkLondonParisMunichNew DelhiSingapore+1 855 385 3155+44(0)300 303 8796A I R S H I P.C O M