The Great Push Notifications & Mobile Engagement Benchmark 2025

Batch Exclusive — The Great Push Notification & Mobile Engagement Benchmark 2025!

A cutting-edge survey in Europe looking at 700 billion messages sent to more than 750 million unique visitors worldwide via 10,000 mobile apps (iOS/Android) and websites.

The ultimate performance KPI study of push notifications, in-app messages, web push notifications, and emails sent between July 2024 and July 2025.

Strengthen your mobile CRM expertise, and compare your performances to market trends.

Find out more about the study ⬇️ (may take a few seconds to load).

Push Notifications Benchmark 2025

Whether you’re a CMO or CRM Manager in the retail, media, banking, services, or mobility sector, you will find the answers to all your questions about the market for push notifications in this survey:

• When is the best day to send push notifications?

• Which in-app message format generates the highest clickthrough rate?

• Which words appeared the most in push notifications for each industry?

• Which emoji was the most used by the media?

• And on the web, who has the best opt-in rate?

Key takeaways from this study

Opt-in rates: Android vs Apple

The Android opt-in rate continues to drop following the rollout of Android 13, which aligned its consent policy with Apple’s model. In just one year, Android opt-in rates have fallen from 85% to 67%. On iOS, opt-in rates have slightly declined as well — from 58% last year to 56% now — bringing the overall average to 61%. Despite this shift, Android still outperforms iOS across most industries.

This evolution means CRM teams must now actively manage their opt-in strategies.

Mobile Push notification campaign performances

Push notification campaigns are divided up into two groups: contextual push notifications (automatically triggered after an action or a previously defined time) and generic push notifications (sent manually to a group of users with little or no targeting).

Contextual push notifications continue to perform significantly better than generic push campaigns. On average, the open rate for contextual campaigns is 14.4%, compared to 4.19% for generic ones. These figures confirm the structural advantage of real-time segmentation and event-based triggers.

The banking/finance sector once again ranks highest for generic campaign performance, with open rates of 8.8% on Android and 7.2% on iOS. As for contextual campaigns, Mobility is the clear winner this year, reaching 18.5% open rates on Android and 23.4% on iOS.

Web push notification and in-app messaging campaigns

For web push notifications, 72.8% of traffic comes from mobile devices. For the remaining 22.8% of traffic from desktop computers, 85.1% of users who opt in to notifications use Google Chrome. The services industry has the highest opt-in rate on the web, reaching 86.1%.

In-app messages, meanwhile, are displayed to all active app users regardless of their push notification settings. This makes in-app messaging a powerful channel for CRM teams, especially in contexts where opt-in rates are under pressure.

“Promo code” campaigns remain the most effective, generating clickthrough rates of 16.1% on Android and 17.9% on iOS. Push re-opt-in scenarios also perform well, with 11% click rates on Android and 9% on iOS. App rating requests and redirection flows show slightly lower performance but still offer targeted value.

When it comes to format, Android users responded best to pop-up messages (12.8%), followed by full-screen interstitials (10%) and banners (8.6%). On iOS, pop-ups also performed best (11.2%), ahead of banners (9.6%) and interstitials (4.4%).

Want to find out more?

Download the raw data for the Benchmark in Excel format.