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1、Actionable Insights to Assess and ElevateYour Mobile StrategyMobile AppPush Notification Benchmarksfor 2023Airship22023 Mobile App Push Notification Benchmarks Introduction 3Industry Verticals 4 How to Read the Data 5Push Notification Opt-In Rates 6 Push Notification Direct Open Rates 11Average Mont
2、hly Push Notifications Per User 16Methodology 21Conclusion&Additional Resources 22About Airship 23 Table of Contents Airship32023 Mobile App Push Notification Benchmarks Introduction Mobile apps have the inherent advantage of reaching people wherever they are,at the exact moment it matters most.That
3、s because mobile app push notifications arrive on smartphone lock screens,the most visible real estate in everyones pocket.Thats a huge benefit to brands.Notifications dont get caught in spam filters or forgotten in an inbox.As a result,push direct open rates can be more than twice as high as email
4、click throughs.App users benefit from more personalized service and conve-nience.They can share their preferences and affinities so brands can better meet their needs.Past Airship research shows that 78%of users will churn in the first week after installing an app if brands do not have a clear engag
5、ement strategy.However,app users who receive any push notifications in their first 90-days have a 3X higher app retention rate when compared to those who received no push noti-fications.More frequent notifications correlate with higher retention rates as well.Last year the Airship platform delivered
6、 more than 665 billion push notifications to more than 2.5 billion users,enabling us to offer the most robust benchmark data available anywhere.Here we share essen-tial benchmarks across 13 verticals based on that data.These benchmarks will help you assess and refine your mobile engagement strategy
7、and answer questions such as:How do my apps mobile engagement rates compare to those of my industry competitors?Whats the delta between average and top performers across verticals?How has messaging and opt-in changed year over year?How does message response vary by mobile operating system?How many p
8、ush notifications do my industry peers send their customers?For each benchmark,we explain what it means,why it matters,how Android compares to iOS,and our overall analysis.Looking across all our benchmarks for push notifications,what we found was this:segmentation and personalization drive more effi
9、cient use of push notification and result in higher open rates.Airship42023 Mobile App Push Notification Benchmarks Charities,Foundations and Non-Profit Apps that provide an interface between supporters and a nonprofit entity,charity,foundation,and/or apps whose purpose is to generate revenue for a
10、cause.Total Apps in Vertical:85 Education Apps that provide training and learning opportunities including schools or learning institutions.Total Apps in Vertical:335Entertainment Apps that provide entertainment in the form of video streaming,music,movies,TV,radio,as well as artist apps.Total Apps in
11、 Vertical:262Finance&Insurance Apps to manage finances,banking,investment,insurance.Total Apps in Vertical:501Food&Beverage Apps managed by restaurants and beverage companies as well as recipe/cooking content apps.Total Apps in Vertical:187Gaming&Gambling Free and paid gaming apps and apps that allo
12、w you to place bets/gamble.Total Apps in Vertical:252MediaApps that include national&breaking news,local news,newsstands,books,magazines and radio.Total Apps in Vertical:752Medical,Health&Fitness Apps for fitness tracking,health management,pharmacy,health reference.Total Apps in Vertical:310Retail A
13、pps for groceries,discount/deals,specialty retail,fashion,big box/warehouse.Total Apps in Vertical:573Social Apps for networking,messaging,dating,communication.Total Apps in Vertical:216Sports&Recreation Team apps,sports news,recreation.Total Apps in Vertical:491Travel&Transportation Apps for airlin
14、es,automotive,hotel,bookings,rail,vacation rental,public transportation.Total Apps in Vertical:470Utility&Productivity Apps for navigation,reference,weather,other tools for productivity.Total Apps in Vertical:394Industry Verticals Airship52023 Mobile App Push Notification Benchmarks How to Read the
15、Data The benchmarks were broken down into high(90th),medium(50th)and low percentiles(10th).The 50th percentile is the median for the vertical.The 10th percentile number means that 10%of the apps had a lower value,while the 90th percentile means 10%of the apps had a higher value.Looking at the chart
16、below showing notification opt-in rates,if you are a media brand with a 60%opt-in rate,you compare to the top 10%of apps in this study and can feel great that you have some of the highest opt-in rates within your vertical.However,using that same chart below,if your opt-in rates are less than 29.8%or
17、 less,youre in the bottom 10%for your vertical,so theres significant room for improvement29.8%44.5%60%25.9%57.1%76.5%36%67.5%76.1%HighMedium LowMediaMedical,Health&FitnessNonprofit,Charities&FoundationsHIGH 90th Percentile:10%of apps in this vertical have a higher value.MEDIUM 50th Percentile:The me
18、dium value.50%of apps in this vertical have a lower value,50%have a higher value.LOW 10th Percentile:10%of apps in this vertical have a lower value.Benchmark for HIGH,MEDIUM&LOW PerformersTo offer performance benchmarks,we reported results on the 90th,50th and 10th percentiles for all apps and verti
19、cals.Questions about the data?Not sure where to find your own results?Feel free to get in touch and let someone from our team of industry experts help!Airship62023 Mobile App Push Notification Benchmarks Push Notification Opt-In RatesWhat It Means The percentage of an apps audience that has opted in
20、 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 us-ers opt in,brands can reach out beyond the confines of the app to engage people right
21、on their device lock screens the 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.iOS Historically,Android opt-in rates are significantly higher than iOS rat
22、es because iOS users had to opt in to receive push notifications.Now,apps targeting Android 13 or Android 12 are also required to obtain opt in to notifications,so we will see Androids elevated opt-in rates decline over time.When app users opt in,brands can reach out beyond the confines of the app t
23、o engage people right on their device lock screens the most visible real estate available!Airship72023 Mobile App Push Notification Benchmarks Android Opt-In Rates for Push Notifications0%5%10%15%20%25%30%35%40%45%50%55%60%65%70%75%80%85%90%95%100%90th Percentile 50th Percentile 10th PercentileFinan
24、ce&InsuranceEducationUtility&ProductivitySocialGambling&GamingCharities,Foundations,and Non-ProfitTravel&TransportationFood&DrinkEntertainmentRetailSports&RecreationMedical,Health&FitnessMediaAirship82023 Mobile App Push Notification Benchmarks iOS Opt-In Rates for Push Notifications0%5%10%15%20%25%
25、30%35%40%45%50%55%60%65%70%75%80%85%90%95%100%90th Percentile 50th Percentile 10th Percentile Finance&InsuranceEducationUtility&ProductivitySocialGambling&GamingCharities,Foundations,and Non-ProfitTravel&TransportationFood&DrinkEntertainmentRetailSports&RecreationMedical,Health&FitnessMediaAirship92
26、023 Mobile App Push Notification Benchmarks 79.5%58.6%51.4%93.5%76.4%73.3%94.5%30.7%81%48.9%51.2%29.2%HighMedium LowYear-Over-Year Comparisons:Opt-In Rates for Push Notifications 2022 Performance2021 PerformanceAirship102023 Mobile App Push Notification Benchmarks Our Analysis Even with the changes
27、to iOS and Android this past year,we didnt see significant drops in notification opt-in rates across either platform.In fact,we saw slight increases in push opt-ins specifically on iOS devices.Airship112023 Mobile App Push Notification Benchmarks Push Notification Direct Open RatesWhat It Means The
28、percentage of total sends within a month that 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
29、also monitoring conversions,active users,opt-outs,indirect opens and uninstalls to get a more granular understanding of how push messages are influencing engage-ment and retention.Android vs.iOS Across industry verticals,engagement with Android notifications maintains a wide lead over iOS.This is pr
30、imarily due to differences in how notifications behave on iOS vs.Android devices.When you un-lock 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
31、the device and are grouped with the apps other messages in the notification center.Airship122023 Mobile App Push Notification Benchmarks Android Push Notification Direct Open Rates0%2%4%6%8%10%12%14%16%18%20%22%24%90th Percentile 50th Percentile 10th Percentile Finance&InsuranceEducationUtility&Prod
32、uctivitySocialGambling&GamingCharities,Foundations,and Non-ProfitTravel&TransportationFood&DrinkEntertainmentRetailSports&RecreationMedical,Health&FitnessMediaAirship132023 Mobile App Push Notification Benchmarks iOS Push Notification Direct Open Rates0%1%2%3%4%5%6%7%8%9%10%11%12%13%14%15%16%17%18%1
33、9%20%90th Percentile 50th Percentile 10th Percentile Finance&InsuranceEducationUtility&ProductivitySocialGambling&GamingCharities,Foundations,and Non-ProfitTravel&TransportationFood&DrinkEntertainmentRetailSports&RecreationMedical,Health&FitnessMediaAirship142023 Mobile App Push Notification Benchma
34、rks Year-Over-Year Comparisons:Push Notification Direct Open Rates14%5%1.4%9.4%3.5%1.2%HighMedium Low16.8%4.6%1.1%1.1%10.2%3.4%2022 Performance 2021 PerformanceAirship152023 Mobile App Push Notification Benchmarks Our Analysis Direct open rates for push notifications saw a slight increase in the low
35、 and medium ranges from 2021.Brands that are leveraging better segmentation and personalization in their strategies are seeing better direct open rates than those that are not.Airship162023 Mobile App Push Notification Benchmarks Average Monthly Push Notifications Per UserWhat It Means The average n
36、umber 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 comes to push notifica-tions?Overall,we know that more frequent push notifications increase app retention rates.However,too many notifications can
37、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 Performance Youll notice that the high values for this benchmark are much greater than the medium and low figures.Thats because our count include
38、s both transactional and promotional push notifications,which vary widely depending on the vertical.Also,Sports and Media brands typically send far more notifications than those in other industries.The key is to find the right balance to keep customers engaged without overwhelming them.Airship172023
39、 Mobile App Push Notification Benchmarks Android Average Monthly Push Notifications Per User02530354045507580100200 250 300High Medium LowFinance&InsuranceEducationUtility&ProductivitySocialGambling/GamingCharities,Foundations,and Non-ProfitTravel&TransportationFood&DrinkEntertainmentReta
40、ilSports&RecreationMedical,Health&FitnessMediaAirship182023 Mobile App Push Notification Benchmarks iOS Average Monthly Push Notifications Per User02530354045507580100200 250 300High Medium LowFinance&InsuranceEducationUtility&ProductivitySocialGambling/GamingCharities,Foundations,and Non
41、-ProfitTravel&TransportationFood&DrinkEntertainmentRetailSports&RecreationMedical,Health&FitnessMediaAirship192023 Mobile App Push Notification Benchmarks Year-Over-Year Comparison:Average Monthly Push Notifications Per User1059.374.5.710.451.18.4188.4202.58.8.8HighMedium Low2022 Performance2021 Per
42、formanceAirship202023 Mobile App Push Notification Benchmarks Our Analysis When it comes to how many notifications brands sent each user,we saw a slight increase in the low and medium send percentiles.However,we saw a decrease in the high sends.As brands begin leveraging better segmentation tools,ta
43、rgeting gets more precise.This shows us that top brands are driving higher direct open rates and delivering fewer broadcast notifications by leveraging more of the robust features within the Airship platform.Airship212023 Mobile App Push Notification Benchmarks MethodologyAirship analyzed customer d
44、ata in aggregate from January to December 2022 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 more than 2.5 billion app users across thousands of apps,with figures broken out across 13 industry verticals.A
45、ll of our benchmarks are based on monthly calculations,which are averaged over 12 months.2.5 billion app usersThousands of apps13 vertical industries12 monthsAirship222023 Mobile App Push Notification Benchmarks Additional ResourcesWant to learn more about how you can leverage Airship to increase yo
46、ur customer interactions at every stage of the customer journey?Check out the following resources and get in touch to request a demo.2022 Mobile App Experience Gap Survey The Mobile Customer Imperative The Way to Master Mobile App Experiences 2023 Insights&PredictionsLet us know if youd like to lear
47、n more about how Airship can help you assess and improve your mobile strategy.Airship232023 Mobile App Push Notification Benchmarks About AirshipAt the dawn of mobile apps,Airship powered the first commercial push notification messages and then expanded its data-led approach to all re-engagement cha
48、nnels(mobile wallet,SMS,email),app UX experimentation,no-code native app experience creation and App Store Optimization(ASO).With the Airship App Experience Platform and Gummicubes ASO technology and expertise,brands now have a complete set of solutions to optimize the entire mobile app customer jou
49、rney from the point of discovery to loyalty driving greater value for everyone involved.Having powered trillions of mobile app interactions for thousands of global brands,Airship is proud to be at the forefront of what has become the digital center of customer experience,loyalty and monetization mob
50、ile app experience(MAX).No one knows more,does more,or cares more than Airship when it comes to helping brands master MAX.2023 Airship Group,Inc.Airship and the Airship logo are either registered trademarks or trademarks of Airship Group,Inc.in the United States and other countries.Airship-Push Notification Benchmarks 2023-EN_03202023