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BizReport : Mobile Marketing : October 21, 2015

84% of Millennials act on push notifications, but not if they are too pushy

Nearly all Millennials use location-based services and are happy to to receive push notifications from their favorite brands, but new research from Retale reveals that brands can push the wrong buttons.

by Helen Leggatt

According to Retale's research among 500 Millennials in the U.S. nearly all (94%) use apps on their smartphone that can identify their geographical location. iPhone users were found to be slightly more likely to use such apps than Android (97% vs. 93%).

For retailers and brands that send push notifications, Millennials are responsive with 84% saying they act on push notifications with men responding more often than women (86% vs. 79%). Furthermore, most (89%) of Millennials are likely to act on push notifications received from their favorite brand and their preferred type of information to receive is a coupon, or discount, that can immediately be redeemed (61%) along with "customer rewards" (61%).

Other push notifications popular among this generation are new product information and sale availability (35%), information about nearby stores and opening hours (35%), purchase receipts (27%) and store navigation information (16%).

However, as Retale's survey reveals, Millennials' tolerance of push notifications can be pushed too far. In particular, they are likely to not respond to those notifications that are irrelevant (39%) or intrusive (34%). Retailers and brands that send too many push notifications might also turn off Millennials (25%) as will notifications that are not in some way considered a "deal" (14%). Poorly timed notifications were also deemed unwanted by 11% of Millennials.

"Millennials are heavily reliant on their mobile devices, and push notifications are an ideal way to connect with them about the latest offerings from brands and retailers," said Pat Dermody, president of Retale. "The numbers show clearly that, for most Millennials, well-executed push notifications are not too pushy."

Image via Shutterstock

Tags: location targeting, marketing, millennial mobile trends, mobile

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