Push notifications resurge and 43% of users opt in

The phrase “there’s an app for that” coined by Apple in 2009 is still actual as people prefer navigating the Internet with help of apps rather than web browsers. And what’s even more remarkable, the vast majority of time is spent mostly in mobile apps.

The users have become so hard-to-please that IT sector have to work hard to satisfy their needs, persistently adding new features to already existing apps and developing new technologies. 

Customized for a big range of businesses, apps have a number of features which must be included in a Minimum Viable Product (MVP). Which ones are must-be is food for thought for many app and game developers. To cut it short, KapKan Games team suggests diving right into the meat of the thing and talking about an unexpected comeback of push notifications.


Recent statistics disclosed in 2017 US Mobile App Report from comScore not only indicate a resurgence of push notifications but also reveal an impressive rise in people’s acceptance. A bar chart below shows that it’s higher by 16% compared with the previous year.

                                                                                                                                                                   Source: comScore Custom Survey, U.S., age 18+, 2015/2016/2017 waves 

Despite different takes on whether notifications are of any great value, the best apps know how to use them to their full advantage. They’ve worked out how to make their service part of their users’ daily routines with help of push as a great tool to do this. 


Like it or not, app users are becoming fussy and tend to quit an app within 30 days of downloading it. To support app retention and make app engagement rates grow, companies should occasionally rethink their mobile marketing strategy, adding and tracking necessary adjustments. 

Let’s outline the number of advantages you as an app owner may take when you start leveraging push notifications and, thus, promoting your business.


Send push notifications to new app users within 90 days to recoup the user acquisition investments.

Push notifications, which aim is to engage customers, enable them to take more benefits from the services the app is able to give. The above-mentioned data shows that the Americans understand this privilege and take it.  

It means that if you fail to send notifications to users, especially when they’ve accepted to receive them, you risk losing user acquisition investments, the same as people’s trust and useful data about your clients’ preferences.  

A recent study conducted by Urban Airship, the leader in the field of mobile engagement with business, provides rather pessimistic information about the attitude to the control over push notification delivery. They say that after observing more than 200 apps, they’ve detected that 30% of Android users didn’t receive any push notifications in a 90-day period after their first open, and 15% of iOS users didn’t receive any notifications. Of those users, 5% continued to use the app in the 90 days after first app open.   

Starting with weekly notifications you could increase 90-day app retention by 2 times on iOS and 6 times on Android.

The app retention rates may significantly rise when you add the option to send push notifications. Regardless the difference in how notifications impact app retention rates which exists between iOS and Android, these two giants agree on the fact that sending notifications is better than not doing it.


Whatever the purpose of your business is, it’s better to go with the time and use technology which is developed to help your business flourish.