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1、BENCHMARKS REPORT:How Push Notifications Impact Utility&Productivity App Retention RatesAnalysis of Data from 63 Million New App Users Reveals How Push Notification Opt-In Rates&Frequency Influence Mobile App RetentionEXECUTIVE SUMMARYIn this study,we wanted to answer the question:how do push notifi

2、cations impact app retention rates?To get at the answer,we looked at the behavior of 63 million app users.We tracked how many push notifications they received in the 90 days after their first open,and compared that to app retention rates during those same 90 days.(More on report Methodology.)IN THE

3、FIRST STUDY TO CORRELATE MESSAGE FREQUENCY TO USER RETENTION,AIRSHIP FOUND:While many mobile pros worry about over-messaging app users,their real worry should be under-messaging app users Users who received Daily+notifications had the highest retention rates across all vertical and platforms.More th

4、an one-quarter of opt-in users never receive a push notification.App users who receive one or more notifications in their first 90-days have an average retention rate thats nearly 3x higher than users who receive no push notifications.Sending even one push notification has a significant impact on ap

5、p retention rates.95%of opt-in users who dont receive a push notification in the first 90 days will churn That means that app publishers are essentially wasting$.95 cents of every dollar spent to acquire coveted opt-in app users.Overall,more frequent push notifications increase app retention rates a

6、nd the more frequent (while staying relevant!),the better Users receiving Daily+push notifications had 820%higher app retention rates than users who received Zero push notifications.Users receiving Weekly push notifications had 440%higher app retention rates than users who received Zero push notific