Mobile app push notification open rates up 22% in March

Anne Freer | May 4, 2020

App Marketing

Open rates for mobile app push notifications rose 22% during March 2020 driven by the global pandemic leading to widespread lockdown measures.

Based on the analysis of over 2 billion app installs by customer engagement firm Airship, the findings also reveal that nearly 32% of website visits by opt-in users were from direct opens of web notifications during the same time period.

At the same time, businesses sent more mobile app push notifications (+16%) and 36% more web notifications during March. Open rates for websites jumped 119% with 88% of web notification direct opens coming from mobile devices. That’s a 10% increase over January and a 42% rise from 2019.

“Mobile customer engagement has steadily grown in importance for more than a decade, but in just one month the pandemic made it absolutely critical for every business as customers seek in-the-moment information, reassurance and even entertainment,” said Brett Caine, CEO and president, Airship.

“These trends show increasing marketer reliance and consumer receptivity to in-the-moment notifications, which is positive, but businesses must ensure messaging is helping to streamline operations and orchestrate excellent customer experiences across channels to leverage as much from digital as possible in these trying times.”

However, opt-in audiences for mobile app notifications were steady between February and March at 60%.

Some of the largest jumps in push notification send volume were observed by Media app categories (+43%; +60% open rates). Travel & Transportation experienced the greatest decline at -23%.

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