A comprehensive analysis of 671 million push notifications conducted by Leanplum has uncovered fascinating insights into user behavior and the optimal times to engage audiences. These findings reveal patterns that can help marketers and app developers maximize their push notification open rates by targeting users at the right moments.
Key Insights from the Study
- Peak Engagement for Push Notifications – 7 PM:
The highest rate of push notifications being opened occurs at 7 PM, marking a prime time to capture users’ attention. This timing aligns with when many people are winding down from their day, making them more receptive to engaging with mobile content. - Evening is Prime Viewing Time – 7 to 11 PM:
The hours between 7 PM and 11 PM are the most popular for watching and consuming content. Whether it’s streaming videos, scrolling through social media, or checking updates, users are most active on their devices during this window, creating a golden opportunity for engagement. - 7 PM: A Hub of Activity – Eating and Traveling:
At 7 PM, there is a high concentration of users who are eating dinner, commuting, or traveling. This unique blend of activities often means users are on their phones, seeking entertainment or information to accompany their downtime or transit.
How to Leverage This Data
For app developers, marketers, and businesses using push notifications, timing is everything. Here’s how you can apply these insights:
- Schedule Push Notifications at Peak Times: Targeting 7 PM ensures your messages land when users are most likely to be on their devices and willing to engage.
- Create Evening-Friendly Content: Craft messages or content that resonate with the evening mindset—entertainment, relaxation, or helpful tools for unwinding after a busy day.
- Use Contextual Messaging: Since many users are eating or traveling at this time, push notifications offering quick, digestible content (like short videos, podcasts, or deals) are likely to perform well.
The Big Takeaway
Understanding user behavior is key to driving engagement. By aligning your push notification strategy with when users are most active—especially around 7 PM—you can significantly boost open rates and interactions. Timing isn’t just a detail—it’s a game-changer.
Source: Andrew Chen