Push notifications are a popular way for mobile app marketers to interact with users, whether they want to encourage features or use them to share information. Push notifications are also used by modern-age marketers to improve customer service.
How do users perceive push notifications? App notifications can be seen as a double-edged sword that ends up pushing users away.
According to our survey, consumers are very sensitive to push notifications and mobile app marketers need to be careful when using them. You risk your users uninstalling your app if you interrupt them too often in a given week.
is a large user group - 64%. will cease using an app if it sends out more than five weekly push notifications. App marketers should be cautious.
The Key Takeaways
- 43% of users stated that receiving 2-5 weekly push notifications would cause them to disable push notifications.
- 30% of users will quit the app if they get 6-10 weekly Push Notifications.
- 64% of users will quit the app if they get more than 5 weekly push notifications.
- 61% of users will use an app more often or at a higher level if push notifications are customized to their preferences and likings.
- Users over 30 have a greater dislike of push notifications than users between 18 and 29.
How many weekly push notifications do consumers want?
We asked our consumers the following questions to find out how many push notifications they would like to receive from their mobile app:
How many weekly push notifications will you receive from one mobile app?
According to the data above, users are sensitive to push notifications. 13% of them say they will turn off push notifications if they get even one weekly notification.
43% of app users will opt out of receiving push notifications every 2-5 weeks.
Only 12% of users consent to receive up to 10 weekly push notifications. They won't be disabled.
An overwhelming proportion of users will disable push notifications if the app sends more than one push notification.
Users also showed significant differences in their dislike of push notifications among different age groups.
Users between the ages of 18 and 29 seem to have less dislike for push notifications than older users (30 and over).
Users aged 30 to 44 and 57% of those aged 60+ will disable push notifications if they get 2-5 weekly notifications from an app. Only 31% of users younger than 18 years old said the same.
Only one notification per week will be received by users between 45-60. Users aged 18-29, however, will turn off push notifications.
Although a large proportion of users can turn off notifications if there are too many, users may also be unable to use the app if they become overwhelming.
How many push notifications are enough to make a user stop using the app? We asked them the following question to find out the numbers.
How many weekly push notifications will it take to make you stop using an app?
Based on the answers to the question we discovered that users would rather disable push notifications than stop using the app completely if they get too many notifications.
The positive side of 92% of users will continue to use the app even if they only receive one push notification per week.
Pushing one app notification per week should not hurt app marketers' efforts. They can analyze the response of consumers and make a decision accordingly.
Even in this case, the user's age is strongly correlated with the decision to stop using the app. Users older than 18 are more likely not to use the app anymore.
One push notification will make the app unusable for 12% of users between 45-60, compared to 4% of users between 18 and 29.
34% of users over 60 will discontinue using the app if they receive 2--5 push notifications, while only 18% of those between 18 and 29 will do so.
This is a huge difference. This is a significant difference.
Push Notifications Based On User Preferences
Modern apps allow users to choose the type of push notifications that they want to receive, based on their preferences such as location, products, and offers.
We asked the following question to find out how consumers feel about push notifications that are preference-based.
A mobile app that displays push messages or content according to your preferences (e.g., sports team) will not be useful. Will it make the app less useful if you have to choose between your home and sports teams?
A large proportion of 61% of users will use an app more often if it displays content or notifications that are related to their preferences.
39% would rather not receive preference-based push notifications, and they will use the app less when the push notifications are tailored to their preferences.
These data suggest that users like push notifications based on their preferences and likings.
We also observed significant differences in the ages of users.
- App users 18-44 years old: 68% of users will use the app more often or at the same rate, while only 32% will.
- App users over 45: 54% of will use the app more often or at the same rate, while 46% will not.
The bottom line: Younger users (18-44 years old) are more open to receiving preference-based push notifications than older users. Although older users (45+) don't seem to be completely opposed to preference-based push notifications, a smaller percentage (54%) will still use the app more if they get preference-based notifications.
App marketers need to push younger generations with preference-based notifications, but they must be cautious with older ones.
Suggestions for Push Notifications Campaigns in 2021
Because smartphone users are sensitive about the quality and quantity of push notifications they receive, marketers need to plan a mobile app push notification campaign. Here are some tips for creating a successful push notification program based on our research.
- One weekly push notification is enough. If they only receive one weekly push notification, 92% and 87% of users will not stop using the app or disable the push. Smartphone app marketers can experiment with campaigns by only sending one push notification at a time.
- Analyze user behavior. It is crucial to understand how users react to push notifications from apps. This helps app marketers to know what works and doesn't so they can provide better service to their users.
- Take into account user preference. Preferential notifications are the most popular and can be used by 61% more people or at the same time. App marketers could allow users to choose the type of push notifications they would like to receive.
- Take into account the age of your customers. According to the survey, smartphone users behave differently based on their age. Older users react more aggressively to push notifications than younger users. The age of users can be a key factor in determining the success or failure of a push notification campaign.
The Helplama team surveyed more than 500 US-based smartphone owners, including 47% of men, and 53% of women to find out how they view push notifications.
Age Groups of Users
We have divided users into four age groups.
Survey results showed a fairly balanced mix of devices: 46.20% were iOS, 33.60% Android, 15.40% Windows, and 4.80% MacOS & Other devices.