Mobile apps grab over half of US internet users’ time spent with digital media, and app retention and engagement are up. Based on July 2014 research by Localytics, push notifications may be helping to drive higher app interaction and lower abandonment rates.
The analysis, which looked at activity on the Localytics platform, found that app engagement—measured by launches—was 88% higher on average among mobile app users worldwide who had enabled push messages. However, some app categories fared far better than others here. Ecommerce was the real ruler: Such apps saw a 278% increase in launches among users with push notifications enabled vs. disabled. Localytics noted that personalized and targeted messages from ecommerce apps, such as reduced prices on items of interest, could drive engagement and interaction. Music also fared well, with 177% higher engagement among push message users, and travel as well as food and drink both joined the over-100% club, too. Read the rest at eMarketer.