Insights, tools and research to advance journalism

Sending push notifications selectively increases user engagement with them


In what claims to be the largest study of push notifications ever, Urban Airship found the average opt-in rate for receiving push notifications from an installed app was 43 percent, a 2-point decline from last year. But for the apps that tailored notifications and were more selective, engagement was four times that of other apps and had twice the retention. With more push notifications, people will be more discerning about which they want to receive, but will care more about the notifications they do want. Urban AirShip CEO Brett Caine says: “As more and more apps turn to notifications … it’s natural users will become more selective about which apps they allow to send push notifications.”

+ How BuzzFeed News app makes notifications useful to readers by deciding what push notifications users truly need and earlier: BuzzFeed’s experiment with push notifications that provide context (BuzzFeed)

Read More

Need to Know newsletter

The smart way to start your day

Each morning we scour the web for fresh useful insights in our Need to Know newsletter. Sign up below.

The American Press Institute

Our mission

We help transform news organizations for an audience-centered future.

Our programs for publishers focus on four things:

  • 1. Understand your audience
  • 2. Get your audience to pay
  • 3. Transform your culture
  • 4. Do your best journalism
  • Find out more about API »

API solutions for publishers

What we can do for you

API offers a suite of original tools and services for solving the biggest challenges in news:

  • Decide what beats to cover and how
  • Identify and develop the skills you need
  • Assess and improve your culture
  • Drive more reader revenue
  • Drive loyalty through accountability journalism
  • Make analytics work for you
  • Contact us to find out how »