Accengage Report Reveals Major Differences Between Push Notifications on iOS & Android

Jun 28, 2016

Accengage, a European push notification technology for mobile apps, websites, and Facebook Messenger has released the 2016 edition of its annual Push Notification Benchmark. Accengage analyzed the performance metrics of 38 billion Push Notifications sent by its customers via its SaaS technology over the full year of 2015. These thousands of campaigns, categorized in 10 industries, were launched by hundreds of advertisers who targeted over 750 million consumers, in 70 countries, on all continents.

All Android users are automatically opted-in for Push Notifications when they download an app (passive consent), versus 41% of iOS users who manually accept to receive them when prompted (active consent). It is in the Telecom industry that opt-in rates are the highest (56%), followed by Finance and Travel (at 51% respectively). The Fast-Moving Consumer Goods industry (FMCG) is last with a moderate 29% opt-in rate. When compared to the 2015 edition of the benchmark, there is a significant opt-in rate increase for the Finance industry which gains a nine percentage point increase, and the decrease of the opt-in rate for the Media and Classified industry which loses 15 points to reach 41%.

In terms of clicks on Push Notifications, there is an average reaction rate of 8.7% (across all OS, industries and countries), which represents an increase compared to the previous study. Just as for the previous edition, Android greatly outperforms iOS (13.1% average reaction rate on Android versus 4.3% on iOS) thanks to the possibility to create richer formats (image, multiline text, AlertBox). The Top 3 industries with the best reaction rates are: FMCG (25% on Android / 7.5% on iOS), Travel (21% on Android / 6.3% on iOS) and the Telecom industry (18% on Android / 8.3% on iOS).

Regarding opt-in rates, we don't see major variations across continents. In terms of reaction rates, there are strong differences with Europe and North America outperforming other continents. The Top 3 countries with the highest reaction rates are Netherlands (19% on Android and 6% on iOS), France (17% on Android and 5% on iOS) and Germany (17% on Android and 6% on iOS).