84% of Millennials Act on Push Notifications for Location-Based Apps

Oct 22, 2015

Retale, a location-based mobile platform, announced the results of a commissioned study examining the actions and preferences of millennials using push notifications on location-based apps. The study, fielded online between September 23-24, 2015, polled 500 millennial adult men and women (18-34 years old) across the U.S.

The study found that 94% of millennials are using location-based services, defined as apps that can identify where individuals are geographically via their smartphone. Most commonly used by brands and retailers to offer content on product offers at individual stores, location-based services are slightly more popular among millennial iPhone owners (97%) than Android users (93%).

The majority of millennials (84%) say they act on push notifications they receive. When it comes to push notifications from brands, engagement by millennials is high (83%), with millennial men (86%) responding to push notifications more often than millennial women (79%).

Additionally, 89% of millennials are likely to act on the notification received from their favorite brand, with men (91%) somewhat more likely than women (85%) to take action towards notifications. iPhone users (92%) are more active on their mobile device when receiving a push notification compared to Android owners (86%). 

When it comes to types of information preferred, millennials like information about a "coupon, discount or deal for immediate use" (61%); "customer rewards" (61%); "new product information and sale availability" (35%); "nearby store locations and store hours" (35%); "receipts after completing a purchase" (27%); and "in-store guidance on where things are" (16%).

Millennials did share insight when questioned about circumstances for not responding. The most popular reasons for not responding are: "notifications aren't relevant enough" (39%); "notifications feel intrusive" (34%); "they send me too many" (25%); "notifications don't include deals" (14%); and "notifications are poorly timed" (11%).