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BizReport : Mobile Marketing : June 01, 2015


Reports: Push notifications push Android users

According to Urban Airship's new study, Android users are more likely to be influenced by push notifications than Apple users. Their Mobile Engagement Benchmarks report shows a 20% engagement rate for Android push notifications versus an 8% engagement rate for Apple users.

by Kristina Knight

The study also indicates the most engaging categories for users. Android users are most likely to engage with business and finance push notifications while Apple users are most likely to be engaged by finance or social pushes.

"A core advantage of apps is the ability to reach out beyond their confines to engage people on device home screens and smartwatch faces--the only always-on screens that are never more than a glance away," said Brett Caine, president and CEO, Urban Airship. "Data shows the difference between good and great mobile engagement is only getting bigger, making it critical that brands treat mobile engagement as a personal experience for their users."

Meanwhile, Fiksu's latest data shows brands are spending more via mobile efforts. Their April numbers show mobile costs are continuing to be far ahead of 2014 mobile spending. Overall, mobile CPIs (cost per install) were $2.13 (Apple), a 54% increase YoY while Android CPIs averaged $2.08, a 59% YoY increase.

"While April represented another expensive month for mobile, it's also an example of the heightened focus on strategic mobile spending by leading brands," said Micah Adler, CEO of Fiksu. "As evidenced by eMarketer data, mobile ad spending is increasing both in the U.S and globally. However, as advertisers employ higher-value targeting and more precise audience segmentation data, we can say with confidence that loyalty rates of app users will improve as well."






Image via Shutterstock

Tags: ecommerce, Fiksu, M:Commerce, mobile commerce, mobile marketing, Urban Airship








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