Push notification benchmarks · 2026
6.8%
Android App Open Rate, median across industries
In-app notifications dramatically outperform standard push. Android consistently outperforms iOS due to permission model differences.
iOS Mobile App Push 4.4% Android Mobile App Push 6.8% Web Push (Desktop) 3.2% Web Push (Mobile) 4.8% In-App Notification 12.4% Rich Push (Image/Emoji) 8.4%News, sports, and gaming apps see the highest push open rates because users consent to and expect time-sensitive notifications. Ecommerce and SaaS should benchmark against their specific category.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| News & Media | 8.4% | 4.4% | 15.2% | 20%+ |
| Sports & Gaming | 9.6% | 5.2% | 17.4% | 24%+ |
| Ecommerce / Retail | 4.8% | 2.4% | 9.2% | 14%+ |
| Food Delivery / Apps | 6.8% | 3.6% | 12.4% | 18%+ |
| Travel & Hospitality | 5.4% | 2.8% | 10.2% | 15%+ |
| Finance / Banking | 6.2% | 3.4% | 11.8% | 17%+ |
| Health & Fitness | 7.6% | 4.0% | 14.2% | 20%+ |
| SaaS / Productivity | 4.2% | 2.2% | 8.0% | 12%+ |
Open rates vary significantly by region. Asia Pacific and South Asia lead due to higher mobile engagement and Android dominance (Android has higher push open rates than iOS).
North America (US + Canada) 5.4% Western Europe 4.6% Asia Pacific (excl. South Asia) 7.8% Latin America 7.2% MENA 6.4% Sub-Saharan Africa 6.8% South Asia (India + BD + PK) 9.2%South Asia and Asia Pacific lead in push open rates partly due to Android's dominance in those markets. Western markets see lower rates due to iOS's more restrictive notification model and notification fatigue.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| North America (US + Canada) | 5.4% | 2.8% | 10.2% | - |
| Western Europe | 4.6% | 2.4% | 8.8% | - |
| Asia Pacific (excl. South Asia) | 7.8% | 4.2% | 14.4% | - |
| Latin America | 7.2% | 3.8% | 13.2% | - |
| MENA | 6.4% | 3.4% | 12.0% | - |
| Sub-Saharan Africa | 6.8% | 3.6% | 12.8% | - |
| South Asia (India + BD + PK) | 9.2% | 4.8% | 16.4% | - |
Rich push notifications — those with an image, emoji in the title, or action buttons — achieve 90% higher open rates than plain text notifications. Images provide visual context, emoji create emotional cues that drive attention in a crowded notification tray, and action buttons reduce friction by allowing users to act without opening the app. If your push provider supports rich media, use it consistently.
02Generic broadcast push notifications see 3–4% open rates. Personalized notifications — using the user's name, referencing their last action, or featuring products they've viewed — see 6–9% open rates. For ecommerce, this means product-specific browse abandonment pushes ("Your saved item may sell out"). For SaaS, this means feature adoption nudges ("You haven't tried X yet — here's why 80% of teams use it in week 2").
03Behavior-triggered push notifications (sent within minutes of a specific in-app or on-site action) see open rates 2–3x higher than scheduled broadcast campaigns. Triggers: abandoned cart (within 1 hour), price drop on wishlisted item, milestone achievement, inactivity re-engagement (after 7 days without app open). Build a trigger library rather than relying on weekly scheduled blasts.
04Push notifications sent at the wrong time — early morning, late night, or during peak work hours for your audience — see open rates 40–60% below optimal timing. Analyze your historical notification engagement by hour of day and day of week to identify peak engagement windows. Most enterprise push platforms offer send-time optimization (STO) that automatically delivers to each user during their personal peak engagement window.
05Push subscribers who haven't opened a notification in 90+ days drag down your average open rate and may indicate a poor user experience. Implement a sunset policy: send a re-engagement push to dormant subscribers offering a compelling reason to return. If there's no engagement in 30 more days, suppress them from future campaigns. This improves measured open rate and reduces sending costs, while identifying truly churned users.
Push notification open rates vary significantly by platform and industry. Android apps see higher open rates (6.8% median) than iOS (4.4% median) due to iOS's permission model and notification density differences. In-app notifications (messages shown while the app is open) achieve the highest open rates (12.4% median). News, sports, and gaming apps consistently outperform transactional industries. Compare against your industry vertical, not the overall average.
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These benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:
The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.
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