SOURCE: Urban Airship

Urban Airship

May 31, 2012 09:00 ET

Urban Airship Unveils Good Push Index to Quantify Consumer Response to Push Notifications

First Report Finds Push Messaging Doubles Both Mobile App Engagement and User Retention

PORTLAND, OR--(Marketwire - May 31, 2012) - Urban Airship, the leading platform for high-performance push messaging to mobile devices, today shared results of its first Good Push Index that quantifies the dramatic engagement and retention lift that push notifications deliver to mobile apps. In the first month post-download, when the majority of users typically stop using an app, users who have opted-in to receive push notifications have a 26-28 percent higher retention rate than users not receiving push notifications. In later months, users receiving push notifications are retained at double the rate of users who do not receive notifications. In addition, opted-in users also open apps at more than double the average rate of those opted-out during the first month and this engagement rate multiplies over time.

As part of a broad educational effort, including publishing The Pocket Guide to Good Push, Urban Airship analyzed its customers' data to find 10 apps with the highest ratio of opt-in vs. opt-out app opens -- an indicator of Good Push -- that also had at least three months of retention data. To provide a longer-term view of push messaging's retention lift, the company analyzed customers with at least 10,000 app opens in August 2011, reporting on the top 10 performers' six-month retention rates.

In months two through six, retention rates of users who receive notifications are more than double that of users who do not receive notifications. In the three-month sample, push messaging also significantly improved retention rates, keeping 22 percent and 15 percent more opt-in than opt-out users in months two and three respectively.

"With the cost of acquiring app users trending well above a dollar, app publishers must also invest in retaining these users, and devote a budget for push messaging for this purpose," said Scott Kveton, CEO and co-founder, Urban Airship. "At two cents per user per month for unlimited push messaging we offer app publishers an affordable and effective way to keep their audiences engaged and eager for more."

In addition to retention, Urban Airship analyzed engagement over time by examining differences in app opens over a three-month period and found a multiplier effect. In the second month, users receiving notifications opened apps three times as much on average as users who did not receive notifications, and four times as much in the third month. In addition, for all but one app, this level of engagement grew over time, suggesting that practicing Good Push increases user engagement and builds stronger relationships with users over time. The percent more app opens chart details this growth in opt-in users' engagement over time.

Customer apps included in the Good Push Index represent a wide variety of app categories: media, entertainment, finance, music, education, social networking, games, sports, dating, finance, utilities and weather. The data and analysis focuses in on the top performers as Good Push leaders.

Retention rates and the use of push notifications are highly variable across apps, with some apps using push as core functionality and others sending only periodic notifications. Additionally, not all push messages are created equal and user response will vary depending on the perceived value that the messages provide.

Because Good Push ultimately depends on the people behind each app in addition to analytics and targeting, we are inviting customers to submit apps for possible inclusion in forthcoming Good Push Indices.

About Urban Airship
Urban Airship helps the world's top brands do great things in mobile. As the most globally deployed service for push notifications, in-app purchases and subscriptions, Urban Airship enables thousands of enterprise organizations to deliver exceptional customer service experiences, build engagement and better monetize mobile app audiences. The company delivers billions of messages per month with unrivaled speed and scale for leading brands such as Accenture, CBS Interactive, Groupon, Macy's, Soundtracking and Warner Bros. Its investors include Founder's Co-op, Foundry Group, Intel Capital,, True Ventures and Verizon. For more information, visit and follow us on Twitter @urbanairship.


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