Data Byte: Mobile Marketers Aren't Pushing Push Notifications

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Is your company leveraging push notifications?
Is your company leveraging push notifications?

Though many mobile marketers continue to invest in push notifications, few actually use the medium for marketing messaging.  All told, 62% of the top 100 online retailers prompt users to opt in to push notifications, 27% more than 2012, according to a recent study from mobile marketing platform OtherLevels. However only 31% of these retailers actually send push notifications to opt-in consumers.

Throughout 2013, OtherLevels downloaded and tested mobile apps from the top 500 online retailers as ranked by InternetRetailer.com, and compiled the findings in the study. The study found that 80% of consumers' mobile interactions take place in apps. At 77%, most of the top 100 online retailers have responded to consumer preference by publishing apps; 40% of the top 500 retailers have done so, as well. About 66% of the top 100 e-retailers publish both iOS and Android versions of their app.

Just 16% of the top 100 online retailers integrate with social media for login credentials, and only 40% prompt users to opt in to share their GPS locations. Less than 2% of the top 500 online retailers have a rich inbox in their app, which allows for email-esque content inside the app. Only 35% of consumers prefer mobile apps over mobile Web when it comes to shopping; an unsurprising fact considering the varying degrees of user experience for mobile apps.

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