Android 13 changed push notifications forever for users and marketers. For better or for worse? Let’s see what the data says in an industry-first Netcore exclusive study.
In our previous blog, we talked about the changes in Android 13, its impact on push notifications, and some potential ways to deal with the changes.
In this blog, we’ll explore the data on push notification delivery rates and opt-in trends, plus discover how Netcore helps you get your push notifications delivered.
Data spotlight
Adoption of new Android OS versions has been faster over the years. As of December 2023, Android 13’s market share was 35%. This will only be replaced by newer versions, meaning brands must address and adapt to the push notification changes.
60% is the average push notification opt-in rate on Android 13, which is higher than iOS. It was 80-90% before Android 13. The absolute change in delivery rate percentage ranges from a 28% decrease to a 45% increase.
Note that the range -28% to +45% is for individual data points and is not representative of any particular industry or sector.
Gaming companies saw high opt-in rates, as high as 76% and the lowest was EdTech at 43%. On Android 13 SDK, BFSI has the highest average delivery rate at 74% and Travel has the lowest at 49%.
Delivery rates and opt-in rates
Most industries saw an increase in APN delivery rates, anywhere from 1% to 16%. The average opt-in rates in industries range from 43% to 76%. Opt-ins were also as high as 90% for some companies in the finance sector.
Higher opt-ins show a higher APN delivery rate but that isn’t the sole determinant for good delivery rates.
Why are delivery rates higher?
Let’s see this closely. The following industries saw the most gain in push notification delivery rates on Android 13 SDK:
- Gaming companies saw a 16% increase with 76% opt-in rate
- FinTech saw a 10% increase with 57% opt-in rate
- BFSI saw a 6% increase with 67% opt-in rate
At first glance, we see a positive correlation between Android 13 opt-in rates and delivery rates on Android 13 SDK. Correlation doesn’t mean causation. But we have a compelling argument—delivery rate appears to increase on Android 13 SDK since push notifications are sent to an active user base that explicitly agreed to receive push notifications. This also means fewer stale tokens leading to fewer bounces and a positive impact on domain reputation.
In simple words, users who use the app and want to receive push notifications agree to them. This contributed to good delivery rates.
Now let’s see delivery rates on Android SDK 13 and app push notification opt-in rates on Android 13:
Good opt-in rates also mean stale tokens are less likely to negatively impact your push notifications. Sent volume (number of push notifications sent) doesn’t seem to correlate with or influence the delivery rate.
Why are delivery rates lower?
Some sectors also saw a drop in delivery rates:
- D2C saw an average -4% drop in delivery rates with a 60% opt-in rate
- Travel companies saw an average -10% drop in delivery rates with a 58% opt-in rate
- EdTech was affected the most with an average -12% change in delivery rates with a 43% opt-in rate
In the first two D2C and Travel, 60% and 58% opt-in rates aren’t low. It’s close to the overall average of a 60% opt-in rate. Then why do they break the correlation?
Here are some potential factors causing low delivery rates despite good opt-ins:
Key takeaway: A high opt-in rate alone does not guarantee high push notification delivery rates. There are factors in and out of your control, the nature of your app and the way users use it, and even the frequency of campaigns may affect delivery.
How Netcore helps with double opt-ins
By default, Netcore sends push notifications only to opted-in users.
Beyond that, we have solutions to set double opt-in templates for permissions. Trigger them based on specified activity or time in the app. Showing double opt-in increases the chances of a permission grant. With Netcore’s help, implement this workflow in a few hours versus 2 months of manual coding.
Look beyond delivery rates, leverage other channels
Most brands see an uplift in delivery rate on upgrading to Android 13 SDK but that’s not the whole picture.
Higher delivery is an outcome of sending to an active user base. Your opt-ins are still lower than Android 12. If opt-ins are low, your addressable base (reach) is also low. The impact is fewer devices to send push notifications to. Do you send more APNs to the same people and risk spamming them or add new channels?
While adding more channels sounds natural, it’s not a straightforward answer.
Increasing APNs sent could also mean you nurture segments that you didn’t engage with previously and seasonal times see better performance with more APNs. Then try other channels like WhatsApp and RCS in Journeys to nurture or nudge users to turn on push notifications.
Best ways to increase Android 13 opt-ins
Our previous blog covers ways to increase and keep opt-ins. It’s about asking for permission in context, showing visually appealing notifications, and changing frequency.
Now, let’s see the best times to ask for push permission. Show it during an action where users need updates. Let’s translate this to different verticals.
Ecommerce and D2C
Updates on order delivery, sales, new arrivals, and items back in stock.
BFSI/FinTech
Investment updates, due reminders, policy renewal reminders, and new tips on investments.
HealthTech
Lab test reports, delivery updates, medicines back in stock, and appointment reminders.
Services
Service person assigned, maintenance reminders, and new services/offerings.
Travel
Package discounts, seasonal offers, trip start updates, and suggestions.
EdTech
Study reminders, course updates, and course completion reminders.
Gaming
Gaming events starting, invites to events, and daily reward reminders.
And similar use cases where the user would want to receive updates. Users who see permission prompts at the right time are more likely to say yes to relevant updates, making it an easy choice.
Success story: India’s third largest private bank
Netcore helped a large Indian private bank navigate Android 13 changes and push notifications. With Android 13, the bank saw a negative impact on app launch count, leads, fewer renewals, and revenue—a 35% drop in customer engagement and a 65% drop in reach via push notifications.
Netcore helped them with the new Android changes with our opt-in management, ensuring customer preferences were captured. Netcore’s 3-stage SmartPush also amplified delivery rates.
They saw results like:
To know more about implementing these changes and boosting customer engagement contact your customer success representative.
Final thoughts
Android 13 opt-ins are great for customers since they get to choose which apps to receive push notifications from. For marketers, the reach is reduced. But is it that bad? The opted-out users didn’t want to receive your push notifications anyway. This should inspire you to rethink, to deliver more value in your communications so that your customers look forward to them.
To know more about how Netcore helps with your app, talk to us.
