84 Percent of Millennials Act on Push Notifications

Share this content:

Millennial men (86%) are more likely to respond to push notifications than their female counterparts (79%).

Push notifications are a great way to reach millennials.
Push notifications are a great way to reach millennials.

Marketers who have a difficult time reaching millennials should take note: 84% of Gen Y acts on push notifications for location-based apps.

According to a recent study from Retale, millennial men (86%) are more likely to respond to push notifications than their female counterparts (79%).

“Millennials are heavily reliant on their mobile devices, and push notifications are an ideal way to connect with them about the latest offerings from brands and retailers,” said Pat Dermody, president of Retale, in a press release. “The numbers show clearly that, for most millennials, well-executed push notifications are not too pushy.”

In addition, the research shows that 94% of the coming-of-age generation are using location-based services—with 97% of iPhone owners and 93% of Android users partaking in such services. 

Millennials play favorites
Almost nine out of 10 (89%) millennials are likely to act on a notification received from their favorite brand—again with males (91%) more likely to do so than women (85%).

Also, when it comes to the type of information preferred, millennials want info about: a “coupon, discount, or deal for immediate use” (61%); “customer rewards” (61%); “new product information and sale availability” (35%); “nearby store locations and store hours” (35%); “receipts after completing a purchase” (27%): and “in-store guidance on where things are” (16%).

Relevance is key
Millennials did open up about what makes them less likely to respond to a push notification. The most popular answers are: “notifications aren't relevant enough” (39%); “notifications feel intrusive” (34%); “they send me too many” (25%); “notifications don't include deals” (14%); and notifications are poorly timed” (11%).

“Of course, relevancy is critical for millennials to accept push notifications,” Dermody said in the release. “Retailers that share relevant material and are respectful of millennials' time will ultimately increase the amount of content millennials will engage with.” 


Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above