The value of mobile push

In social games, "Come and help me!" "The problem with the ranch!" Is very common, and the push sent to reclaim the user is not valid at the same time, making it easy for users to get bored.

As an important means of operating mobile application, mobile game operators are paying more and more attention to push the results of the study also shows that many operators do not seem to understand and use this technique, here to share the push of the five truths And 5 errors.

Before the official start, let's briefly introduce the value of mobile push. According to the relevant data, we can see that on average, smart phone users watch mobile phones for an average of two and a half hours each day, and users are using APPs for 86% of the time (about 2 hours and 09 minutes).

Smartphone user mobile phone use time ratio

While Urban Airship's 500 million push statistics over the past six months show that retention rates are significantly higher for systems that allow push delivery. The 6th month is 25% for the user whose push function is ON and 13% for the user whose push function is OFF.

User retention comparison

These two sets of data clearly show how the push function of a smartphone can benefit a product. Then enter the topic, to talk about the push of the five truths and five errors.

Truth One: User annoyance is not pushing the feature itself

A questionnaire survey of 10,000 users on how to view push features showed that 80% of users said they would not reject the push feature. There is not much difference in all age groups, but female users are more likely to be influenced by personal interests and mood.

Willing to receive push user ratio

Truth II: Push will also bring the user to uninstall the risk

23% of users have uninstalled their app because of system push. That is to say, the push function will also be an opportunity for users to uninstall. The survey results show that younger users tend to resist push, while women around the age of 40 are most likely to push. The reason is that women in this age group are mostly housewives, who need more information and intelligence than any other type of population.

Men and women of all ages due to push uninstall APP user ratio

Truth III: 35% to 50% of users allow the system to send push

When the APP was first launched, 35% to 50% of users allowed the system to send the push, with "media" having the highest level of recognition, averaging 50%, "games" being lower, averaging 35%, and entertainment being 45% 48%

Various types of APP system push recognition

Truth IV: Push function ON users will often use the APP

The tendency of users who push the ON function to use the APP is more obvious. In the APP of the game application, the average number of users who push the ON function is 27 times per month, and the users who push the OFF function have an average of 20 times of average monthly startup times.

The average number of monthly APP starts

Truth four -2: push allows users to improve retention rate

In the "media" APP, whether the push function is enabled or not and the APP start rate is almost the same, the user retention rate is still improved. After 6 months, in the "news" APP, the retention rate of users with push ON is 50%, and the retention rate of users with push OFF is 31%. The "game" APP, the two figures were 14% and 9%.

Truth V: retention rate and the number of push has nothing to do

Many operators are very concerned about, how many to send the number of push to be the most effective way to ensure the retention rate of users. The actual data shows that the user retention rate and the number of push send does not matter much, what is important is not sent several times, but what to send.

Red for push function OFF user, blue for push function ON user, horizontal axis for push number, vertical axis for retention rate

Misunderstanding one: in short push to send to all users

The same content sent to the user's push is actually not good, when the user repeatedly received such non-targeted push will gradually tired. In Candy Crush Saga, users can set "Do not accept push the next time they start the game," a design that gives users the same options when pushed.

Misunderstanding 2: In short, first shout about using push users

Social games are often seen as "come and help me!", "Ranch has a problem!" Such a push, this simply to call back the user to send the push is invalid and easy to make users tired. It is smarter to push for information and intelligence that is good for the user, such as limited activity.

Misunderstanding three: regardless of the time of the push

This area is better understood, first of all we must avoid the user's sleep time. In this regard, there is a better "NHK red and white" APP, which will push the user a few minutes before the performer debuts. In addition, in some cases, the problem of push delay will occur. In this respect, it is better for operators to test in advance.

Misunderstanding four: push and jump page no relevance

It's also very unwise for the system to push content that has nothing to do with the page that opens after the click. The most common is to push the information after the user saw is the APP's entrance interface, and the push content may still be in the system announcement.

Myth # 5: Push the performance of the same

Hi new tired old is one of the common mindset of consumers, which is the same for mobile phone users. Many operators do not even know that pushing the system tone is actually changeable, and Android system also supports custom beeps.