Mobile App Open Rates With Notifications Enabled vs Disabled, July 2014 [CHART]

Push notifications also improved app retention. Users who had enabled push messages were between two and three times more likely to launch the app over the four months post-download. And compared with Localytics’ figure of one in five apps being used just once, this study found much lower abandonment rates after one-time use among push users: 11%. Meanwhile, more than half of push-enabled users (53%) accessed an app 11 times or more after download, vs. 38% of non-users.

January 2014 polling by ExactTarget found that US smartphone and tablet users who had opted in to push notifications were relatively pleased with their decision. Among the 64% of respondents who had done so, 80% said such messages were somewhat or very useful. But just like Localytics noted, personalized and targeted messages were critical for interaction. When asked what action they would take after receiving a branded push notification, 65% of smartphone and tablet push users polled by ExactTarget said they would check the message and open it if interested, the most popular response, compared with 16% who would open it immediately. Read the rest at eMarketer.