While an immediate reaction to a message or ad is often desired, more often than not, users who engage will do so at a later time. This is the case for all types of mobile marketing campaigns, from user acquisition to re-engagement. According to a recent report from Business Insider, this is particularly true for push notifications sent by apps.
According to an analysis of over 500 apps ad 6.5 billion push notifications, one thing is clear: users are far more likely to open an app shortly after receiving a push notification than directly from the notification. These delayed reactions are referred to as an “influenced open”, a number that mobile marketers should pay close attention to if they are to optimize their re-engagement campaigns.
For instance, while the study found that 2% of push notifications on IOS are opened immediately, another 7.1% of users open the app after the fact. This equates to 78% of opens being influenced opens. On Android, 43.5% of all opens from push notifications are influenced.
The lower ratio of influenced opens on Android is a result of two factors attributing to a higher direct open rate on the platform. First, the Nougat OS launched in Q3 made it easier for users to unsubscribe from push notifications. As a result, it is logical that those still subscribed would be more apt to be interested in a notification. Secondly, until iOS 10, only Android devices supported rich notifications, a difference that may have made Android notifications more immediately appealing.
Within individual app categories, the prominence of influenced opens becomes even more noticeable. In particular, on iOS influenced opens are most prevalent for business, education, and health apps. On Android, influenced opens are the strongest for education, health, and social apps.
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