Greg Sterling says, “A new comScore mobile report reflects that almost 60 percent of digital media time is now spent in apps (tablet, smartphone). That makes brands’ app/retention strategies more important than ever.

Push notifications are widely regarded as a tool to boost app retention. However, comScore data show that consumers often decline notifications. Just under 40 percent users say they “never” or “rarely” allow notifications. Only 27 percent “often” or “always” allow notifications.

Leanplum argues in a new report that app retention has become critical to revenue generation and that more personalized notifications can dramatically improve retention. The overwhelming majority of apps have dismal retention”.

Can the app-retention crisis be addressed with personalized notifications?

Marketing Land

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