Push Notification Statistics for 2026: Open Rates, Click-Through Rates, Opt-In Benchmarks, and Market Size

In 2026, push notifications have become one of the most direct and measurable channels in the digital marketer’s toolkit. They deliver messages to users on the most visible piece of real estate in modern marketing, the smartphone lock screen, without requiring an email address, a social media follow, or a paid media placement. The reach is enormous: the average U.S. smartphone user receives 46 push notifications per day, and over 90% of Android users and more than half of iOS users are opted in to receive them from apps they have installed.

The data behind push notifications in 2026 reflects a channel at a critical inflection point. Opt-in rates on Android have declined sharply following changes to Android 13’s permission policies, falling from 85% to 67% in a single year. Meanwhile, iOS opt-in rates remain consistently lower, hovering at 56%, as users must actively grant permission. Despite these pressures, push notifications continue to outperform email on nearly every engagement metric, delivering open rates of up to 90% for transactional messages, click-through rates between 0.5% and 7.4% depending on industry and platform, and retention lifts of up to 3x for apps that notify users in their first 90 days.

The market infrastructure supporting push notification delivery has grown into a multi-billion dollar industry, with the global push notifications services market valued between USD 866 million and USD 5.5 billion depending on the scope of measurement, and the web push notification software segment valued at USD 1.9 billion in 2024.

This article compiles 70+ push notification statistics organized across nine thematic sections, drawn from the latest figures published within the last two years by primary platform data providers, benchmark reports, market research institutions, and survey studies. Every statistic is atomic, individually sourced, and linked directly to its original study or publication.

Scope and Methodology

Includes only publicly available push notification statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research, first-party platform data, institutional studies, and industry reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Push Notification Statistics for 2026

The global push notifications services market was valued at USD 5.05 billion in 2024, based on a 2024 study by Wise Guy Reports Push Notifications Services Market.
The global web push notification software market was valued at USD 1.9 billion in 2024, based on a 2025 study by Data Bridge Market Research.
The overall average push notification CTR across all industries is approximately 2.25%, based on a 2025 benchmark report by CleverTap.
The average push notification opt-in rate ranges between 23% and 92% depending on industry and platform, based on a 2025 study by Pushwoosh.
The average push notification CTR ranges from 0.5% to 7.4% depending on the industry and platform, based on a 2025 study by Pushwoosh covering Q4 2024 to Q2 2025 data.
Android opt-in rates fell from 85% to 67% in one year following the rollout of Android 13, based on the 2025 Push Notifications Benchmark by Batch.
iOS opt-in rates declined slightly from 58% to 56% in the same one-year period, bringing the overall average opt-in rate to 61%, based on the 2025 Push Notifications Benchmark by Batch.
App users who received push notifications in their first 90 days had a 3x higher app retention rate compared to those who received none, based on a study of 63 million app users across 1,500 apps by Airship.
Contextual push notification campaigns achieved an average open rate of 16.3%, compared to 4.7% for generic campaigns, based on a 2025 benchmark report by CleverTap.
Rich push notifications achieved a 56% higher open rate on average compared to standard notifications without rich media, based on an analysis of nearly 5 million notifications by Airship.
Tailoring messages to individual users is the single most important driver of notification open rates, resulting in a 37% average increase, based on the 2025 Mobile App Push Notification Benchmarks report by Airship.

Adoption and Usage Statistics

The average U.S. smartphone user receives approximately 46 push notifications per day, based on research by CleverTap, cited by Business of Apps.
60% of people on phones and computers sign up for push notifications, while only 10% on tablets do so, based on data cited by WiserNotify.
95% of users who access push notifications do so through the Chrome browser, based on data cited by WiserNotify.
77% of push notifications are sent between Monday and Friday, based on an analysis of 301 billion push notifications by CleverTap, cited by MobiLoud.
17% of push notifications are sent on Fridays, making it the most popular day of the week for push delivery, based on an analysis of 301 billion push notifications by CleverTap, cited by MobiLoud.
Over 65% of push notification service providers now use AI-based personalization, based on a 2025 study by Proficient Market Insights.
Over 67% of U.S.-based enterprises have adopted push notification platforms for customer retention, based on a 2025 study by Global Growth Insights Push Notifications Services Market.
64% of businesses globally invest in real-time engagement tools including push notification platforms, based on a 2024 study by Global Growth Insights.
More than 78% of enterprises integrated mobile-first strategies in 2025, with push notifications identified as a core component of their digital outreach, based on a 2025 study by Proficient Market Insights.
The Consumer segment accounted for 45% of total push notification services market revenue in 2023, the largest share of any application segment, based on a 2025 study by Verified Market Reports.

Opt-In Rate Statistics

The median Android app push notification opt-in rate is 81%, with rates ranging from 49% to 95% depending on the app vertical, based on the 2021 Push Notification Benchmark report by Airship.
The median iOS app push notification opt-in rate is 51%, with rates ranging from 29% to 73% depending on the app vertical, based on the 2021 Push Notification Benchmark report by Airship.
Finance apps on Android have the highest push notification opt-in rate at 96%, followed by Education and Medical apps at approximately 94%, based on the Airship Push Notification Benchmark report, cited by Business of Apps.
iOS Social app push notification opt-in rates have a low of 30%, median of 48%, and high of 75%, compared to Android’s low of 55%, median of 94%, and high of 97%, based on the Airship Benchmark report, cited by Business of Apps.
On Android, e-commerce app push notification opt-in rates reached 75.28%, nearly identical to the all-industry average, based on a 2025 study by Pushwoosh E-commerce Push Notification Strategy.
On iOS, over 52% of e-commerce app users opt in to receive push notifications, based on a 2025 study by Pushwoosh.
Users who opt in to push notifications are four times more engaged with apps and are twice as likely to be retained compared to opted-out users, based on a 2025 study by Pushwoosh.
85% of Android users and 50% of iOS users among 63 million new app users analyzed were opted in to receive push notifications, based on the Airship app retention benchmark report cited by SignHouse.

Channel Performance Statistics: Click-Through and Open Rates

The average push notification CTR on Android is 2.25% across all industries, based on Q4 2024 to Q2 2025 data weighted by recipient volume from Pushwoosh.
E-commerce apps on Android have a push notification CTR of 3.78%, while iOS achieves 3.05%, both exceeding the all-industries average, based on Q4 2024 to Q2 2025 data from Pushwoosh.
Fintech apps on Android have a push notification CTR of 2.84%, while iOS records 2.09%, both above the all-industries averages, based on Q4 2024 to Q2 2025 data from Pushwoosh.
Media and entertainment apps on iOS have a CTR of 0.83%, compared to 1.69% on Android, both below the all-industries averages, based on Q4 2024 to Q2 2025 data from Pushwoosh.
Action games on Android have a push notification CTR of 0.82%, while iOS records 0.46%, both below the all-industries average CTR, based on Q4 2024 to Q2 2025 data from Pushwoosh.
“Promo code” campaigns generate the highest push notification CTR, achieving 16.1% on Android and 17.9% on iOS, based on the 2025 Push Notifications Benchmark by Batch.
Push re-opt-in campaigns achieve click rates of 11% on Android and 9% on iOS, based on the 2025 Push Notifications Benchmark by Batch.
Pop-up format push notifications on Android perform best with a CTR of 12.8%, followed by full-screen interstitials at 10% and banners at 8.6%, based on the 2025 Push Notifications Benchmark by Batch.
On iOS, pop-up format push notifications perform best with a CTR of 11.2%, followed by banners at 9.6% and interstitials at 4.4%, based on the 2025 Push Notifications Benchmark by Batch.
The median open rate for push notifications is 4.6% for Android users and 3.1% for iOS users, based on data from Customer.io cited by Pugpig Mobile Matters.
Push notifications receive their highest engagement at 11 PM, with a CTR of approximately 11.4%, based on data cited by GrabOn Push Notification Statistics.
The lowest push notification engagement occurs at 3 PM and 6 PM, with CTRs dropping to approximately 6.2%, based on data cited by GrabOn Push Notification Statistics.
Business and finance push notifications have the highest open rates at 5.46%, based on data cited by WiserNotify.
Transactional push notifications have an average open rate of 69%, based on data cited by MobiLoud Push Notification Statistics.

Audience and Behavioral Statistics

77% of people reported engaging with a push notification in the last month, based on data cited by MobiLoud Push Notification Statistics.
48% of consumers said they had made a purchase as a direct result of receiving a push notification, based on data cited by MobiLoud Push Notification Statistics.
60% of app users said that push notifications make them use an app more frequently, based on data cited by MobiLoud Push Notification Statistics.
43% of app users said that push notifications are less intrusive than email or SMS, based on data cited by MobiLoud Push Notification Statistics.
28% of mobile app users who click on a push notification end up making a purchase, based on data cited by WiserNotify.
65% of users return to an app within 30 days when push notifications are enabled, based on data cited by WiserNotify.
48% of users want to receive push notifications offering special deals based on their personal preferences, based on a survey by Localytics, cited by MobiLoud.
40% of users in a YouGov survey in the U.S. expect push notifications from news and information apps a few times a day, based on data reported by Pugpig Mobile Matters.
62% of subscribers consider push notifications to be spam primarily because they receive too many messages, based on a survey by VWO Engage, cited by Business of Apps.
55% of subscribers said push notifications were simply irrelevant to them, and 55% cited clickbait as a reason they classified push notifications as spam, based on a survey by VWO Engage, cited by Business of Apps.
53% of push notification recipients said the notifications irritated them, and 49% complained of being distracted by them, based on a survey by VWO Engage, cited by Business of Apps.

Trust, Influence, and Perception Statistics

78% of app users will churn in the first week after installing an app if brands do not have a clear engagement strategy, based on Airship research cited in Airship Push Notification Benchmarks 2023.
95% of users who opted in to push notifications but did not receive any notification in their first 90 days ultimately churned, based on a study of 63 million app users by Airship.
70% of app users will churn within 30 days of downloading an app on average, based on research by Airship, cited on Medium.
App users who received one push notification had 120% higher retention rates compared to users who received zero notifications, based on research by Airship, cited by MobiLoud.
46% of users will opt out of push notifications if they receive 2 to 5 messages in one week, based on a study by Localytics, cited by MobiLoud.
32% of users will opt out of push notifications if they receive 6 to 10 messages in one week, based on a study by Localytics, cited by MobiLoud.
Sending 1 push notification per week causes 10% of users to disable notifications, and 6% to uninstall the app, based on data reported by Business of Apps Push Notification Statistics.
58% of businesses reported improved user retention through targeted push notification integration, based on a 2025 study by Global Growth Insights.
53% of businesses confirmed enhanced ROI through targeted push notification integration across platforms, based on a 2025 study by Global Growth Insights.

Conversion and Acquisition Statistics

Push notifications have an average conversion rate of 4.4%, based on data cited by MobiLoud Push Notification Statistics.
Push notifications boost app engagement by 88%, based on data cited by WiserNotify.
Push notifications have a deliverability rate of 90%, which is 50% higher than the average open rate for emails, based on data cited by TrueList Push Notification Statistics.
Push notification click rates are at times 7x higher than those of email marketing, based on data cited by TrueList Push Notification Statistics.
With segmentation, push notifications produce a 93% subscriber retention rate, based on data cited by TrueList Push Notification Statistics.
Push notifications with 10 or fewer words had nearly twice the click rate of those with 11 to 20 words, and nearly 3x the click rate of those with more than 20 words, based on a study by Localytics, cited by MobiLoud.
Segmented push notifications in the media and publishing industry generate a CTR of 13.7%, compared to 8.7% for non-segmented campaigns, based on data by VWO Engage, cited by Business of Apps.
Segmented push notifications in the BFSI (Banking, Financial Services and Insurance) sector generate a CTR of 13.8%, compared to 8.7% for non-segmented campaigns, based on data by VWO Engage, cited by Business of Apps.
Digital marketing agency push notification senders achieve a CTR of 10.7% with segmentation, compared to 4.1% without, a 6 percentage point lift, based on data by VWO Engage, cited by Business of Apps.

Revenue and Business Impact Statistics

The global push notifications services market was valued at USD 4.28 billion in 2023 and is expected to grow to USD 19.1 billion by 2032, at a CAGR of 18.09%, based on a 2024 study by Wise Guy Reports.
The global web push notification software market is projected to reach USD 2.56 billion by 2032, growing at a CAGR of 3.80% from 2025 to 2032, based on a 2025 study by Data Bridge Market Research.
Advertising push notifications held the largest segment share at 49% in 2025, driven by high usage in retail, e-commerce, and fintech, based on a 2025 study by Proficient Market Insights.
Android held the highest application share of push notification platforms at 47% in 2025, supported by its global user base and flexible notification APIs, based on a 2025 study by Proficient Market Insights.
Emojis in push notifications increase reaction rates by 20%, based on an analysis of 50 billion push notifications by Airship, cited by MobiLoud.
Rich media in push notifications (images, GIFs, and videos) increases click rates by 25%, based on an analysis of 50 billion push notifications by Airship, cited by MobiLoud.
Personalized push notifications (e.g., including the user’s name) produce 4x higher reaction rates than generic notifications, based on an analysis of 50 billion push notifications by Airship, cited by MobiLoud.
Advanced targeting using data based on preferences, behavior, and location increases push notification retention rates by up to 3x, based on an analysis of 50 billion push notifications by Airship, cited by MobiLoud.
A/B testing the sending time of push notifications can increase reaction rates by 40%, based on an analysis of 50 billion push notifications by Airship, cited by MobiLoud.
Push notifications with emojis generate a CTR of 9.6%, compared to 3% for those without emojis, based on research by CleverTap, cited by Business of Apps.

Regional and Geographic Statistics

North America is the largest regional segment of the push notifications services market, accounting for over 35% of global market revenue in 2024, based on a 2024 study by Wise Guy Reports.
North America held approximately 33% of global push notification services market revenue in 2024, driven by enterprise adoption, based on a 2025 study by Global Growth Insights.
Asia-Pacific held a 30% share of the global push notifications services market in 2024, driven by mobile device growth, based on a 2025 study by Global Growth Insights.
Europe captured a 27% share of the global push notifications services market in 2024, with growth driven by privacy-compliant engagement needs, based on a 2025 study by Global Growth Insights.
Europe showed the highest push notification reaction rate globally at 8.85%, translating to 11.5% for Android and 5.5% for iOS, based on Airship regional data cited by Business of Apps.
Spain recorded the highest Android push notification opt-in rate at 93.4%, while Italy ranked highest for overall average opt-in rates at 68.7%, based on data from Accengage cited in Magenest Web Push Notification Statistics.
South America recorded the lowest push notification reaction rate globally, with only 6.9% of mobile users reacting to push notifications, based on Airship regional data cited by Business of Apps.
The Middle East and Africa held a 10% share of the global push notifications services market in 2024, driven by rising mobile connectivity, based on a 2025 study by Global Growth Insights.

Industry-Specific Statistics

E-commerce businesses are the largest senders of push notifications, accounting for nearly half of all notifications sent globally, based on data from VWO Engage, cited by SignHouse.
Media, publishing, and blogging companies are the second-largest category of push notification senders, making up approximately 10% of all notifications sent, based on data from VWO Engage, cited by SignHouse.
Finance app users had the highest tolerance for push notification volume, with opt-out rates remaining below 1% up to five pushes per day, based on data from VWO Engage, cited by Business of Apps.
Media and publishing app users did not show a noticeable spike in notification opt-outs until they received more than 10 notifications per day, based on data from VWO Engage, cited by Pugpig Mobile Matters.
Software and SaaS recipients unsubscribe from push notifications at the highest rate across all sectors, with a pronounced spike in unsubscribes at the 11 to 15 per day mark, based on data from VWO Engage, cited by Business of Apps.
The Education sector is projected to grow at the fastest rate in the push notifications services market, driven by the rise of online learning platforms and digital communication tools, based on a 2025 study by Verified Market Reports.
Finance app push notification opt-in rates on Android achieved a record-high result in the Pushwoosh 2025 study, surpassing the all-industry benchmark, based on Q4 2024 to Q2 2025 data from Pushwoosh.
Hypercasual games exceed the all-industries daily and monthly active user averages on both iOS and Android despite having push notification CTRs below the all-industries average, based on Q4 2024 to Q2 2025 data from Pushwoosh.

References

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