There is a huge discrepancy between Android And Apple IOS user behavior. Android users are twice as likely to open a notification than a similar Apple IOS user. Apple users, however, are much faster to open a notification which suggests that they may have a higher quality to interact with the notification.
Google Android on average sees open rates of 3.48 percent for current push notifications. Push notifications on Apple IOS currently only has open rates of 1.77 percent which represents half of Android users. Recent reports reveal that IOS users are least likely to Opt-in to receive further notifications. This can be strictly based on user behavior or how each operating system deals with notifications. Android phones sticky their notifications to the top bar and lock screen. They will stick around until a user acknowledges them and clears them. They become “shelfed” while waiting for user interaction. On IOS devices, after a user leaves the lock screen a notification is added to the notification tray. This will only become accessible when a user drags the tray down and are not visible otherwise. This may actually be what causes Apple IOS devices to have a lower opening rate, they simply do not see the notifications like Android users do.
When it comes to opening speeds, the typical Android user will respond to a notification within 48 minutes. Apple IOS users respond usually closer to 7 minutes. This may also be an indication of design and not only user behavior. Maybe because Apple IOS devices move notifications to the tray it causes users to react sooner before having to be bothered clearing it themselves. It may also even be possible that an IOS user may be more conscious of the notifications they do respond to and thus have more value.
Another major factor of notification success rate lies in personalizing the notification to the user. Personalized notifications are more likely to engage the user and be opened before generic notifications. This can vary from casually personalizing a notification to contextually deeper personalization. You can choose to be as basic as using a customers name, an event time, a call to action item, users real-time location, or recent activity inside an app. There is a huge resistance of generic notifications by users. An average of 62% of users want to receive generic “spam type” notifications less than once per month, even from their favorite brands. This goes to show that the way a brand interacts with their users on mobile needs to be well calculated and avoid user resistance. The higher the quality related to a brands consumer the more likely a user is to accept and interact with a notification. Mobile push notifications can be a great way for developers and brands to engage their users when used correctly. Over time the world of notifications will continue to grow, just make sure your form of engagement remains unique and personable to each one of your valued customers.