June 23, 2016


Accengage releases the 2016 edition of its Push Notification Benchmark, revealing major differences between iOS & Android, across industries and geographic areas!

Paris, France – June 23, 2016 – Accengage, the leading European Push Notification Technology for Mobile Apps, Websites and Facebook Messenger is releasing today its 2016 edition of the annual Push Notification Benchmark.

This infographic enables app marketers to benchmark the performance of their Push Notification campaigns in terms of opt-in rates (% of users who accept to receive Push Notifications) and reaction rates (% of users who click on the notifications), in order to evaluate how they are doing compared to their industry. In this edition, Accengage added the continent and country dimensions to the analysis: for the first time ever, a study reveals behavior differences towards Push Notifications according to geographic areas.

Accengage analyzed the performance metrics of 38 billion Push Notifications sent by its customers via its SaaS technology over the full year of 2015. These thousands of campaigns, categorized in 10 industries, were launched by hundreds of advertisers who targeted over 750 million consumers, in 70 countries, on all continents.

100% of Android users are automatically opted-in for Push Notifications when they download an app (passive consent), versus 41% of iOS users who manually accept to receive them when prompted (active consent). It is in the Telecom industry that opt-in rates are the highest (56%), followed by Finance and Travel (at 51% respectively). The Fast-Moving Consumer Goods industry (FMCG) is last with a moderate 29% opt-in rate. When compared to the 2015 edition of the benchmark, we notice a significant opt-in rate increase for the Finance industry which gains a 9 percentage point increase, and the decrease of the opt-in rate for the Media and Classified industry which loses 15 points to reach 41%.

In terms of clicks on Push Notifications, we see an average reaction rate of 8.7% (across all OS, industries and countries), which represents an increase compared to the previous study. Just as for the previous edition, Android greatly outperforms iOS (13.1% average reaction rate on Android versus 4.3% on iOS) thanks to the possibility to create richer formats (image, multiline text, AlertBox…). The Top 3 industries with the best reaction rates are: FMCG (25% on Android / 7.5% on iOS), Travel (21% on Android / 6.3% on iOS) and the Telecom industry (18% on Android / 8.3% on iOS).

“We notice slightly decreasing opt-in rates, with 41% in the 2016 edition versus 46% in the 2015 edition. It seems that mobile users are more mature and more selective when they give their consent to receive Push Notifications from an application. The good news is that once they have accepted, they tend to click more on the Push Notifications they receive. Indeed, there is a significant increase in terms of reaction rates for Push Notifications which were at a 6% average in 2014, and reached 8.7% in 2015. This performance is remarkable for a channel which is already 8 years old. The sophistication of the campaigns set up by advertisers, in terms of targeting, automation and formats, is clearly what contributed to the increase in performance recorded these last months” says Jérôme Stioui, Accengage CEO.

The great innovation of the 2016 edition of this Push Notification Benchmark is the geographic dimension given to the data studied. Regarding opt-in rates, we don’t see major variations across continents. In terms of reaction rates, there are strong differences with Europe and North America outperforming other continents. The Top 3 countries with the highest reaction rates are Netherlands (19% on Android / 6% on iOS), France (17% on Android / 5% on iOS) and Germany (17% on Android / 6% on iOS).

To learn more about the study, please check out: The Accengage Push Notification Infographic – 2016 Edition

About Accengage

Accengage is the #1 Push Notification technology for Mobile Apps, Websites and Facebook Messenger. Accengage develops a SaaS solution, enabling to accelerate the engagement of users on desktops, smartphones, tablets and smartwatches. Accengage lets marketers autonomously (self-service solution) broadcast personalized, targeted and automated messages to their customers. Accengage provides many mobile relationship formats (Push Notifications, Rich-Push, AlertBox, Interactive Notifications, Banners, Interstitials, Inbox…) and advanced segmentation capacities (declared data, browsing behavior, CRM interconnections, location-based marketing…). With 65 employees, Accengage works for over 300 advertisers: Air France-KLM, Zalando, Nestlé, Europcar, Century 21, Carrefour, BNP Paribas, Lazada,, Danone, eDarling, Foodpanda, Linio, Dafiti, Lamoda, Jabong, Vente Privée, Le Monde, Zalora, Decathlon…

To learn more about Accengage, please visit:

Media Contact: Nicolas Vitre, Marketing Director – +33 1 44 56 88 21 – nvitre


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