Manila, Philippines – In regards to the impact of users’ app activity on push notification delivery, a new report from insights-led customer engagement platform MoEngage shows that only 42% of these push notifications are successfully delivered in SEA.

According to the report, the reason why these push notifications go undelivered is due to the tight battery optimizations by Chinese Original Equipment Manufacturers (OEMs) that kill background app activity.

Industry-wise, e-commerce suffered the most, with only 45% of their push notifications successfully delivered. This is followed by financial apps (28%), travel and hospitality (28%), media and entertainment (7%), and other categories (37%). In addition, while recency and number of clicks have an 18% impact on user reachability, the number of app sessions have a 7% impact on push notification deliverability.

The report also noted that there is a direct correlation between the users’ last activity on the app and the push notification delivery rate. The highest delivery rate of over 80% has been observed for apps that had app activity in the last 24 hours. This figure drops by half after a week to 44% and lower. Of all the consumers who successfully received push notifications, around 73% were last active within the previous 2 weeks.

Saurabh Madan, vice president and general manager of SEA and ANZ at MoEngage, said, “Our data shows that to improve user reachability via push notifications in 2022, it’s imperative for any digital business in Southeast Asia to optimise and improve the users’ app interaction.”

He added, “This is why we developed the Push Amplification™ technology, to bridge this gap and help organisations in a mobile-first economy boost push notification deliverability while ensuring that Northstar metrics continue to grow – and we’ve seen great success so far.”