The news is even better for push engagement, which has increased by 78% and 89% for Android and iOS since the first half of 2017. An increasing opt-in rate and engagement is a powerful combination; it shows that your users are excited enough by your messaging to launch your app more and receive more pushes. These are perfect grounds to further the relationship, but in a conservative way. Luckily, the tendency of business and technology apps is not to over-communicate, but instead to simply facilitate app usage.
On the other hand, in-app has not performed as well: Android in-app open and conversion rates have dropped by around 35%, while iOS’s have dropped slightly as well. Business and Technology app marketers: be sure to treat in-app like push, simply as a way to support the app experience, not a way to profit from it.
Business and Technology apps seem to have found their rhythm and are seeing formidable growth as a result. It’s imperative that marketers continue to deliver the experience that end-users clearly enjoy, which starts by acting on their opportunities and delivering value in an upfront, honest way. With the help of Localytics, they’ll be unstoppable.
For more awesome data, check out the business and technology benchmarks for the first half of 2018 here: