Push Notification deliverability benchmarks for India help you understand your Push Notification deliverability in your industry and how Push Amplification® amplifies your delivery rates. 

India has experienced a massive uptick in smartphone usage during the pandemic. In 2021 alone, India’s smartphone market saw revenue of over $38 billion, and YoY growth of 27%! What’s more, a Deloitte study reveals that India will have 1 billion smartphone users by 2026. 

As smartphones continue driving and shaping consumer behavior in India, large and small consumer brands are competing for their customer’s attention. It’s a given that Push Notifications are an important part of brands’ customer engagement channels. This is why it’s critical that your Push Notifications reach your customers.

With a fragmented Android market, 40% to 70% of Push Notifications go undelivered (Android has a market share of over 90% in India) due to several reasons

With MoEngage’s Push Notification Deliverability Benchmarks for India, 2022, you can learn about key Push Notification benchmarks and your reachability based on our latest customer data analysis. The data includes millions of Push Notification campaigns run by MoEngage customers.

OEM Vendor Market Share in India, 2022

Chinese OEMs are witnessing a rising market share in India. In the chart below, Xiaomi has the largest market share of 26.49% in India, while Samsung is at 17%, followed by Vivo and Realme at 15.38% and 12.54% respectively.

Push Notification Delivery Rates on Android Devices, 2022

Push Notification delivery rates differ with each OEM manufacturer. Chinese OEMs such as Xiaomi, Oppo, and Vivo have OS-level customizations that restrict background app activity to optimize battery and device performance. This disconnects customers’ devices from Google Firebase Cloud Messaging (FCM). And the end result is a lower Push Notification delivery. 

Xiaomi, Oppo, and Vivo devices have one of the lowest Push Notification delivery rates compared to Samsung and OnePlus devices. 

With Chinese OEMs’ having the lion’s market shares in India, it’s essential that you improve your Push Notification delivery rates.

Push Amplification® Impact on Boosting Push Notification Delivery

The Push Amplification® technology helps you boost Push Notification delivery rates to your customers’ Android devices. Xiaomi devices see the most improvement in Push Notification delivery rates, thanks to a deep tech partnership between the OEM and MoEngage.

Leading consumer brands in India such as Oyo, Bigbasket, Airtel, and many more, have seen a signification uptick in their Push Notification delivery rates with Push Amplification® (over 90% Push Notification delivery rates on a majority of Xiaomi devices!).

Want to boost your Push Notification delivery rates too? 

Correlation Between Time To Live (TTL) And Reachability Across Industries

The pre-set time frame that you set for your Push Notification campaigns to be delivered is the Campaign Time To Live (TTL) in MoEngage’s dashboard. Push Notification delivery rates vary depending on your Campaign’s Time To Live (TTL).

The type of app and its usage recency and frequency influence Push Notification delivery rates. The reason for this is that some apps have higher usage than others. For example, shopping apps have a higher usage frequency compared to hotel booking apps. 

If the TTL time window is high, FCM tries to re-attempt Push Notification deliveries that previously went undelivered due to various reasons.

The limitations of the FCM-only path in Push Notification delivery don’t impact Push Amplification®. This means you can grow your Northstar Metrics significantly with a boost in your customer engagement and conversion metrics.  

Impact of Push Amplification® on Time To Live in Boosting Push Notification Delivery For Fintech Apps, 2022 | India

In the charts below, we can see that Push Amplification® boosts Push Notification delivery rates and click rates for fintech apps in India.

When the Time To Live is set between 24 to 36 hours, FCM gives you a Push Notification delivery rate of 69.07%. But with Push Amplification®, your delivery rate is over 84%!

Impact of Push Amplification® on Time To Live in Boosting Push Notification Delivery For Shopping and Grocery & Food Delivery Apps, 2022 | India

In the charts below, we can see that Push Amplification® boosts Push Notification delivery rates and click rates for shopping apps in India.

For shopping apps, when your Time To Live is set between 6 to 12 hours, FCM gives you a Push Notification delivery rate of 59.77%. But with Push Amplification®, your delivery rate is over 89%!

Impact of Push Amplification® on Time To Live in Boosting Push Notification Delivery For Healthtech and Media & Entertainment Apps, 2022 | India

In the charts below, we can see that Push Amplification® boosts Push Notification delivery rates and click rates for healthech and OTT apps in India.

With Media & Entertainment apps, when you set the Time To Live between 1 to 6 hours, FCM gives delivery rates of 38.30%.  But with Push Amplification®, the delivery rate is over 73.37%.

For healthtech apps, when you set the Time To Live between 12 to 24 hours, FCM gives a Push Notification delivery rate of 74.49%. But you get a delivery rate of over 92% with Push Amplification®!

Impact of Push Amplification® on Time To Live in Boosting Push Notification Delivery for Travel & Hospitality Apps, 2022 | India

In the charts below, we can see that Push Amplification® boosts Push Notification delivery rates significantly for travel and hospitality apps in India. 

For these apps, when the Time To Live is set between 24 to 36 hours, FCM delivery rates are 67.55%.  But with Push Amplification®, the delivery rate is over 86%!

As the Time To Live increases, the Push Notification deliverability decreases. In the chart below, when you set the Time To Live to more than 36 hours, FCM’s Push Notification delivery rate stands at 49.47%. But with Push Amplification®, you can get a delivery rate is over 80%!

Impact of Push Amplification® on Time To Live in Boosting Push Notification Delivery for Telecom Apps, 2022 | India

In the charts below, we can see how Push Amplification® boosts Push Notification delivery rates and click rates for telecom apps in India.

When the Time To Live is set above 36 hours, FCM delivery rates are 52.21%.  But with Push Amplification®, the delivery rate is over 89%.

FCM gives a click rate of 1.38% when the Time To Live is 6 to 12 hours. But with Push Amplification®, the click rate is over 2%!

Impact of Push Amplification® on Time To Live in Boosting Push Notification Delivery For Ed-tech Apps, 2022 | India

For Ed-tech apps, when the Time To Live is set for over 36 hours, FCM gives a Push Notification delivery rate of 60.71%. But with Push Amplification®, the delivery rate is over 89%!

FCM gives a click rate of 0.65% when the Time To Live is less than 1 hour. But with Push Amplification®, the click rate is over 1.5%!

Impact of Push Amplification® on Time To Live in Boosting Push Notification Delivery For Real Estate Apps, 2022 | India

When the Time To Live is set between 12 to 24 hours, FCM gives a Push Notification delivery rate of 81.4%. But with Push Amplification®, the delivery rate is over 94.5%!

FCM gives a click rate of 0.43% when the Time To Live is set between 12 to 24 hours. But with Push Amplification®, the click rate is over 0.86%!

Impact of Push Amplification® on Time To Live in Boosting Push Notification Delivery for Other Apps, 2022 | India

When the Time To Live is set between 12 to 24 hours, FCM gives a Push Notification delivery rate of 64.9%. But with Push Amplification®, the delivery rate is over 87%!

FCM gives a click rate of 1.39% when the Time To Live is set between 12 to 24 hours. But with Push Amplification®, the click rate is over 1.53%!

Conclusion

Our latest insights from the Push Notification Deliverability Benchmarks show that it’s critical for consumer brands to reach more customers via Push Notifications in India’s competitive landscape.

There has been a continuous increase in smartphone adoption in India’s mobile-first region. With the rising popularity of Chinese OEMs in the region, it’s critical that your Push Notifications get delivered to your customers’ devices. 

To solve this challenge, MoEngage pioneered Push Amplification® to boost Push Notification deliverability and help you achieve your Customer Engagement goals. 

ABOUT THE AUTHOR

Namraata Badheka

Namraata Badheka

Namraata is a content marketer, with a focus on product content, at MoEngage. Through insightful and data-driven content, she helps audiences understand and maximize the value of B2B SaaS products such as MoEngage. Connect with her on LinkedIn

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