Push notifications have become an essential tool in digital marketing, allowing companies to communicate directly with their users in an effective and personalized way. To optimize strategies in 2025, it is crucial to analyze the most recent statistics from 2024, understanding trends and best practices that can influence user engagement and retention.

Overview of Push Notifications in 2024

In 2024, the global push notification software market was valued at $866.43 million, with projections to reach $1.17 billion by 2032, reflecting a compound annual growth rate (CAGR) of 4.2% during the forecast period.

globalgrowthinsights.com

This growth is driven by the increasing adoption of mobile applications and the need for real-time communication between companies and consumers.

Opt-in and Engagement Rates

Opt-in rates, which indicate the percentage of users who consent to receive notifications, vary significantly between platforms:

• Android: 81%
• iOS: 51%
• Overall Average: 60%

businessofapps.com

The notable difference between platforms is because push notifications are enabled by default on Android, while iOS users must explicitly grant permission.

In terms of engagement, the average click-through rates (CTR) for push notifications are:

• Android: 4.6%
• iOS: 3.4%

businessofapps.com

Additionally, the average smartphone user in the U.S. receives approximately 46 push notifications per day, highlighting the importance of standing out amid the volume of messages received.

businessofapps.com

Best Practices for Push Notifications

To maximize the impact of push notifications, the following strategies have proven effective:

• Personalization: Messages tailored to users’ preferences and behaviors can increase reaction rates by up to 400%. (businessofapps.com)
• Use of Emojis and Rich Content: Including emojis can improve reaction rates by 20%, while rich formats like images and videos can increase these rates by 25%. (businessofapps.com)
• Strategic Timing: Sending notifications at optimized times can boost reaction rates by 40%. (businessofapps.com)
• Advanced Segmentation: Advanced segmentation strategies can result in a 300% increase in reaction rates. (businessofapps.com)
• Appropriate Frequency: It’s crucial to balance notification frequency to avoid user fatigue. Studies show that 64% of users may stop using an app if they receive more than five push notifications per week. (rankmyapp.com)

Impact of Push Notifications on User Retention

Well-executed push notifications play a vital role in user retention. Data shows that sending targeted push notifications can result in a 39% retention rate (11 or more sessions), compared to 21% for broadcast messages. (businessofapps.com)

Additionally, basic notification personalization can improve open rates by 9%, while advanced personalization can boost reaction rates by up to 400%. (businessofapps.com)

Final Considerations

Push notifications remain a powerful tool for engaging and retaining users in 2024. By adopting best practices such as personalization, rich content, strategic timing, and advanced segmentation, companies can maximize the impact of their push notification campaigns. However, it is essential to continuously monitor performance metrics and adjust strategies as needed to ensure notifications remain relevant and welcome to users.