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Mobile audiences and notification volume show significant growth year-over-year, while average notification opt-in rates remain high at more than two-thirds of global users

PORTLAND, Ore. — May 22, 2019 — With GDPR reaching its one year anniversary May 25, customer engagement company Airship today revealed top-level results of its global benchmark study, examining the state of mobile app user permissions across nearly 700 million people worldwide. While marketers trimmed customer lists to meet new regulatory requirements for “traditional” channels (i.e., email), mobile app audiences continue to grow — up globally by +16.6 percent year over year. Businesses are also sending more notifications — averaging 36 per user per month (up 18.4 percent since last year) — while the average notification opt-in rate remains high at over two-thirds (67 percent) of global app users.

These metrics vary at a regional level, from markets that are more mature, to rapidly emerging markets with significant mobile-only populations. However, the general pattern of increasing use and consumer acceptance of notifications is consistently growing.

With mobile app audiences growing around the world, businesses are more heavily leveraging notifications with negligible impact to opt-in rates.

With growing concerns about consumer privacy, people are becoming more selective in sharing their location data. The average opt-in rate for use of location data declined from 9.3  percent to 7.7 percent worldwide. However, in industries where the use of location data provides an immediate consumer benefit, for example quickly finding a nearby restaurant or movie theater, opt-in rates for location-based services increased dramatically.

Among 15 industry verticals, Entertainment shot up from the fourth to the second highest average location opt-in rate. Food & Drink entered the top five for the first time due to rising adoption of mobile pre-order and delivery services among quick-serve restaurants. Both of these industries, and the perennial location leader — Retail — illustrate the willingness of users to share location data when it unlocks convenient, streamlined services that make their daily lives and out-and-about experiences better.