According to a new study by Urban Airship, analyzing customer data in aggregate to identify apps with at least six months of opt-in and opt-out user data that had sent at least 100 cumulative pushes in one month during the study period, on average, all apps retain users opted-in to push messaging at nearly double the rate of those opted-out. The opt-in users are much more engaged, with 26% more average monthly app opens per user. Due to greater retention of opt-in users, the vast majority of an app’s total opens over time will be from users that receive push notifications.

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