2025年移动应用推送通知基准报告

Airship®2025 Mobile App Push Notification BenchmarksIntroductionIndustry VerticalsHow to Read the DataPush Notification Opt-In Rates3 Tips for Securing the Opt-InPush Notification Direct Open Rates3 Best Practices for Boosting Direct Open RatesAverage Monthly Push NotificationsPer User3 Big Considerations for Push SendsMethodologyAbout AirshipRecommended ReadingTable of Contents 235671214192126282930 Airship®2025 Mobile App Push Notification BenchmarksNew Year, New Benchmarks2024 was a watershed year for mobile customer experience. Final matches for the European Champion-ship, Copa América and Wimbledon occurred on the same day just ahead of the Olympics. Widespreadgovernment instability, a highly divisive U.S. Presidential Elections, armed conflicts and ongoing socialunrest were pervasive in the headlines. All of these major events created new opportunities to engage,inform and alert consumers in real time on the one screen always on hand — smartphones.Push notifications — a primary means of communication between brands and app-toting customers —are central to helping marketers capture customers’ attention on today’s most valuable and visible realestate: smartphone lock screens. More importantly, notifications offer the simplicity, immediacy andrelevancy that today’s consumers expect.To ensure your push notifications aren’t merely swiped off-screen or lost in the marketing noise, youmust regularly assess your performance against industry standards. This is especially true as Apple andGoogle Google introduce new features that change the way push content is displayed and consumed,includingApple IntelligenceandiPhone Mirroring,along with proactive user-focused features acrossbothiOSandAndroidthat can limit visibility and access to apps and notifications. It’s more importantthan ever to improve onboarding and activation of new users, and engage them in highly tailored,personalized ways.Push notifications—a primary meansof communication between brands and app-totingcustomers — are central to helping marketerscapture customers’ attention on today’s mostvaluable and visible real estate:smartphone lock screens.This should come as no surprise as consumers increasingly reject blunt promotional email and socialmedia marketing. Brands tap into the power of push notifications to not only capture customers’ atten-tion outside of the app but to also bring them back to the app for conversion. Previous Airship researchfound that apps using both push notifications and in-app messaging with segmentation and automa-tion saw an average 31% higher Engagement Score than their app category average. 3 Airship®2025 Mobile App Push Notification Benchmarks4•How do my app’s push notification engagement rates compare to those of myindustry competitors?•What’s the delta between average and top performers across verticals?•How has messaging and opt-in changed year over year?•What steps can I take to improve my performance on these key metrics?For each benchmark, we explain what it means, why it matters, key differences in how Android com-pares to iOS, and what to do about it.You’ll learn best practices from the front lines of mobilecustomer experience innovation, and how specific brands are unlocking the full power ofpush to outperform industry peers.With the push landscape continuing to evolve, it’s critical that your strategies adapt to win over andretain today’s consumers. In this report, we offer industry benchmarks for key performance metrics tohelp you put your campaigns into context and gain best practices to outpace the competition. We’llhelp you answer the following questions: Airship®2025 Mobile App Push Notification BenchmarksRetailApps for groceries, discounts/deals, specialty retail, fashion, big box/warehouse.MediaApps that include national & breaking news, local news, newsstands, books, magazines, radio.SocialApps for networking, messaging, dating, communication.EducationApps that provide training and learning opportunities, including schools or learning institutions.EntertainmentApps for video streaming, music, movies, TV, radio, artist apps.Food & BeverageApps for restaurants, beverage companies, recipe/cooking content.Gaming & GamblingFree and paid gaming apps and apps that allow you to place bets/gamble.Sports & RecreationTeam apps, sports news, recreation.Finance & InsuranceApps to manage finances, banking, investment, insurance.Utility & ProductivityApps for navigation, reference, weather, other tools for productivity.Travel & TransportationApps for airlines, automotive, hotel, bookings, rail, vacation rental, public transportation.Medical, Health & FitnessApps for fitness tracking, health management, pharmacy, health reference.Charities, Foundations and Non-ProfitApps that provide an interface between nonprofit entities and their supporters.Each benchmark metric is broken down by key industry verticals. Below, we define each vertical tohelp you identify the most relevant categorization for your brand.Industry V