In today's digital age, push notifications are vital for engaging users and keeping them hooked on apps. However, the effectiveness of these notifications isn't uniform across industries. Understanding benchmarks can guide your strategy and optimize user interaction. Let's dive into various sectors and their respective metrics to create compelling push notifications that drive results.
1. Quick-look highlights
| Industry | Median direct open-rate | Typical opt-in rate | Click/Conversion notes |
|---|---|---|---|
| Retail / Shopping | 2.97 % overall (3.0 % Android; 2.5 % iOS) | 36 % Android / 33.2 % iOS | Broadcast CTR ~1.3 % |
| Media & Entertainment | 9.5 % Android / 8.6 % iOS | 40.3 % Android / 27 % iOS | Behaviour-based conversions 7.8 % |
| Finance & Insurance | 9 – 11 % open (11 % Android, 9 % iOS, generic campaigns) • Alt. average 5.46 % (MoEngage) | 49.5 % Android / 48.7 % iOS | First-transaction lift +26 % when push is in onboarding |
| Travel & Hospitality | 11.3 % open-rate (reaction) | Opt-in 70.2 % (highest across verticals) | Broadcast CTR 1.7–1.8 % |
| Health & Fitness | 11.9 % Android / 14.2 % iOS | 43.2 % Android / 33.5 % iOS | Rich media bumps opens +25 % |
| Food & Beverage | 10.9 % Android / 11.3 % iOS | 32.8 % Android / 40 % iOS | Geo-targeted messages double opens from 4.2 % → 7.9 % |
| E-commerce (general) | 4.59 % (deals/coupons segment) | 68 % overall opt-in (apps) (mobiloud.com) | Cart-abandon push CTR ~16 % |
| Healthcare Services | 14 % iOS / 11–12 % Android (medical+fitness grouping) | Median push opt-in 58 % iOS; 85 % Android across all medical apps (Batch) | Reminder spam can reduce adherence (qualitative) |
| Education Technology | 9.2 % Android / 8.6 % iOS | 39.7 % Android / 37.1 % iOS | 76.8 % iOS opt-in at 90th percentile (Airship) |
| Gaming / iGaming | 10.8 % Android / 7.7 % iOS | 27.8 % Android / 20.6 % iOS | iGaming operators report 50-80 % opens on highly personalised promos |
How to read this table
Direct open-rate = the share of delivered pushes that were tapped and led directly to an app open (Airship and Batch definition). If a source used a slightly different label (e.g. reaction rate or view-to-open), that is noted in brackets. Opt-in figures show the percentage of active app users who allow push.Source: OpenAI o3 research.
2. Sector-by-sector notes
2.1 Retail
Retail open-rates are modest but volume is high. Value-driven early-afternoon pushes average a 2.97 % direct open rate, with Android edging iOS . OneSignal’s 36 %/33 % opt-in split suggests plenty of head-room to grow permissions . Broadcast pushes achieve ~1.3 % CTR , so switching to triggered, journey-based sends (7.5 % conversion vs 5.7 % for behaviour-based) is worth testing .
2.2 Media & Entertainment
Entertainment apps enjoy 9–10 % opens on Android and just under 9 % on iOS . Behaviour-based personalised pushes convert at 7.8 %, outperforming journey-based messages . Opt-ins trail other verticals (27 % iOS) , so pre-permission prompts are critical.
2.3 Finance
Batch’s 700-bn-message study shows generic banking pushes at 11 % Android / 9 % iOS opens . MoEngage’s cross-vertical snapshot lists a 5.46 % average open , highlighting how segmentation strategy skews results. Opt-ins hover near 50 % on both OSs . Integrated push onboarding lifts first-transaction completion by 26 % .
2.4 Travel & Hospitality
Travel pushes perform strongly: 11.3 % opens on contextual deals/updates, 1.7–1.8 % broadcast CTR, and an industry-leading 70.2 % opt-in rate .
2.5 Health & Fitness
Open-rates average 11.9 % Android / 14.2 % iOS , driven by habit-forming streak reminders. Opt-ins are mid-pack (43 % Android). Rich-media workouts boost opens another 25 % .
2.6 Food & Beverage
Food delivery / F&B pushes see roughly 11 % opens on both OSs . Location-targeted meal-time offers nearly double opens (4.2 → 7.9 %) . Opt-in rates split 32.8 % Android vs 40 % iOS .
2.7 E-commerce
“Deals & coupons” pushes only manage 4.59 % opens on average , yet cart-abandonment messages generate a 16 % CTR . Opt-ins across e-commerce apps sit at 68 % (mobiloud.com).
2.8 Healthcare Services
Medical appointment and medication alerts post 11–14 % opens, with iOS marginally higher . Batch’s 2024 data shows medical apps outperform average opt-in benchmarks (58 % iOS; 85 % Android) , but patient feedback warns against over-messaging .
2.9 Education Technology
Course-deadline pushes achieve about 9 % opens on Android and 8.6 % on iOS . Opt-ins are healthy (≈38 – 40 %) , and top-quartile iOS apps hit 76.8 % .
2.10 Gaming
Gaming is volatile: Bizcognia pegs opens at 10.8 % Android / 7.7 % iOS , while iGaming operators report 50-80 % opens for high-stakes, time-limited promos . Opt-ins are the lowest of any vertical (21–28 %) , so re-permission UX is vital.
3. How to use these numbers
Gauge performance: Compare your own direct open, CTR and opt-in figures to the median for your vertical. Anything within ±20 % of the benchmark is “on par”; beyond that warrants deeper analysis.
Segment aggressively: Contextual pushes average 16.3 % opens versus 4.7 % for untargeted blasts .
Mind OS differences: Android still delivers higher opt-ins, but iOS often yields higher open-rates in sensitive categories (health, finance).
Optimise send windows: Batch finds Monday/Tuesday at 18:00 local time the universal peak (6.7 % opens) —validate this against your own engagement logs.
Measure beyond opens: Track conversion or behavioural uplift (e.g., +26 % first-transactions in finance) to prove ROI.
Keep these benchmarks handy; revisit them quarterly as new annual studies (Airship, Batch, OneSignal, MoEngage) are released. Staying within (or above) the top-50 th percentile ensures your push programme is pulling its weight in the broader engagement mix.
Afterword
Understanding these benchmarks helps tailor push notification strategies to industry-specific needs, improving user engagement and brand loyalty. Evaluating and adapting your approach based on these insights is crucial for success. Regularly reviewing performance against these benchmarks facilitates identification of new opportunities for growth and enhancement of user experiences. As industries and technologies evolve, staying informed about trends ensures your strategy remains effective, ultimately driving app engagement and achieving organizational goals.