Key insights on push notifications for publishers

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In our newly published report on web and mobile push performance for digital publishers, we have analyzed the trends shaping the push communication channels in 2024. In the final chapters, we have also strived to guess what the future might hold.

The shifting winds 

For three years, we have been putting out our summaries of web push performance analysis for digital publishers. Each year, we gathered information about the media landscape and changes in how readers approach the news. The trends that had been noticeable in the past years, were still there in 2024. 

Source: Journalism and Technology Trends and Predictions 2025

Facebook and X (formerly Twitter) have been at the forefront for over a decade, but now they’re losing users, especially across the younger demographic. Combined with the lax approach to fact-checking and concerns regarding bad-faith actors operating online, social media giants lose their position as a source of information for the users - and a source of traffic for digital publishers. 

Source: Journalism and Technology Trends and Predictions 2025

This underscores the importance of diversifying the traffic sources across the available channels including web and mobile push. The statistics we’re constantly gathering and analyzing show that 2025 is slated to be a good year for push-based communication, especially with browser notifications. 

Source: Journalism and Technology Trends and Predictions 2025

Push communication for the future.

The importance of building a user base - free of social media algorithms. Although web push is still somewhat vulnerable to changes to Chrome privacy policies, it remains a valid matter to invite users back to the portal. 

The numbers shown in the PushPushGo’s report on push notifications’ usage across publishers, both global and local indicate that browser-based messages are a good source of website traffic. We expect the numbers related to mass campaigns to remain stable throughout 2025. 

Web push average CTR in 2024. Source: PushPushGo

What’s more important is the growing push for personalization in the communication between publishers and their readers. 

Average CTR for mass and targeted web push campaigns. Source: PushPushGo

Personalizing push notifications

Web push notifications are not limited to mass campaigns. They offer a wide range of options for targeting and personalization, making them a valuable tool for web publishers. With the growing number of tools available, publishers can enhance subscriber comfort and deliver bespoke content.

Share of mass and targeted web push campaigns. Source: PushPushGo

By leveraging push notifications, web publishers can create targeted campaigns based on subscriber behavior, preferences, and content engagement. This allows them to deliver personalized content that resonates with individual subscribers, increasing engagement rates and driving conversions. Additionally, push notifications can be used to communicate with subscribers regarding paid subscriptions, offering exclusive content, early access to articles, and special promotions. This can help publishers build stronger relationships with their subscribers and increase subscription rates.

Mobile push notifications come forward

Mobile push notifications and apps are becoming increasingly important for businesses looking to build a strong mobile presence. This is especially true for younger users who spend a significant amount of time on their smartphones and are accustomed to mobile-specific formats such as short messages and vertical video formats.

Mobile push average CTR in 2024. Source: PushPushGo

Mobile push notifications allow businesses to quickly inform users about important updates, offers, or new content. They are also an effective way to drive traffic to an app or website. When a user receives a push notification, they can simply tap on it to be taken directly to the relevant content. This makes it easy for users to stay engaged with a business and to access the information they need quickly and easily.

Pushing the message forward 

PushPushGo's latest report, "Web and mobile push performance in online publishing in 2024," is now available for download. This comprehensive report analyzes thousands of campaigns and provides insights from industry experts at Smartocto, Pugpig, and Norkon.

Inside, you'll find valuable information on the latest trends in web and mobile push notifications, including how to personalize notifications, leverage mobile push, and build a loyal subscriber base. Don't miss out on this opportunity to stay ahead of the curve in push communication. Download your copy today!