Urban Airship's Mobile App Retention Study for Key Industry Verticals Finds a Major Reason New Users Churn is Not Receiving Push Notifications - Seite 2

Retail took the top spot for the lowest share of zero-send users at 18 percent of all opt-in users, followed by Media at 22 percent, Sports & Recreation at 24 percent and Utility & Productivity at 25 percent. For Android apps, zero-send users are the single biggest cohort in every vertical analyzed.

Taking into consideration average retention rates of opt-out and zero-send audiences, app users who receive any amount of notifications in their first 90-days have an average retention rate that's nearly 3X higher (190 percent). Within the four verticals, this retention gain is highest for retail at 212 percent more on Android and 110 percent more on iOS.

Concerns about sending too many notifications are unfounded
The general trend shows a very strong correlation between greater notification frequency and greater mobile app retention rates. Across all verticals and mobile platforms, users who received messaging at daily+ frequency also had the highest 90-day retention levels. While it's true the longer and more frequently someone uses an app the more notifications they are likely to receive, the data accounts for users that may have opted out of notifications or deleted apps at different frequency levels, and more importantly, the last time they opened the app. The trend of greater retention with greater messaging frequency is unmistakable.

For retail, moving from zero notifications sent to weekly notifications is a 5X multiplier on 90-day retention rates for Android, and 2.5X greater on iOS retail. Retailers moving from zero notifications to a greater than daily frequency improve 90-day retention rates 3.5X on iOS and 6X on Android.

For retail apps, both Android and iOS show two strong groupings for 90-day retention levels that point to the need to move to weekly, daily and daily+ messaging. In contrast, media apps don't see significant retention gains until moving to daily or greater frequency. Media app users who received one notification in 90-days had higher retention rates than weekly and 2X/month frequency cohorts, suggesting that while a welcome message is appreciated, media users expect as-it-happens information and sporadic or even weekly messaging doesn't meet this need.