Nordic publishing market leads in web push notification engagement

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The Nordic region is known for its high digital adoption and strong media consumption habits. But how effective are web push notifications in engaging audiences across these markets?

We analyzed the results of push campaigns from our clients in the Lifestyle & Entertainment, News, and Specialized Media sectors across the Nordic region, which includes Denmark, Norway, Sweden, and Finland.

Compared to other regions, the average CTR of push campaigns for digital publishers in the Nordic region is 192% higher than the industry average.

Average CTR of web push campaigns in digital publishing [Source: PushPushGo report]

When we look at the average CTR per month, we can see a gradual increase in CTR for web push campaigns from January to August. Although there is a slight decline in CTR from September onward, the overall data suggests consistent performance throughout 2024.

Average CTR of web push campaigns per month sent by digital publishers in the Nordic region in 2024 [Source: PushPushGo]

Looking closely at the campaign settings, we couldn’t identify any special configurations that might explain such outstanding results. On average, digital publishers in the Nordic region send about seven mass campaigns per day. These campaigns typically have the “Require interaction” setting set up, and feature a clear call to action, suggesting a strong focus on driving user engagement and prompting specific actions from their audience.

So, why are users from the Nordic countries more engaged with push notifications?

The Reuters Institute Digital News Report 2024 highlights several factors that might contribute to higher engagement with push notifications in the Nordic region. These include:

• A strong preference for direct access to news. Users in this region primarily access news directly through publisher websites, making push notifications an effective tool for delivering timely and relevant updates.

• High trust in the media. The Nordic region has some of the highest levels of media trust globally. For example, Finland leads with 69% trust in news, the highest recorded.

• A greater willingness to pay for quality content. With 27% of people in the Nordic region paying for news (significantly above the global average), the audience is more engaged and loyal. 

This confidence in and investment in news content likely enhances the audience's responsiveness to push notifications, as they consider them a trustworthy and valuable information source.

Summary

Web push notifications are particularly effective in the Nordic region, where engagement rates significantly surpass the global average. This strong performance remains consistent throughout the year, indicating sustained user interest. 

We can assume that regional factors play a key role in the click-through rates. High levels of media trust and a strong willingness to pay for quality content contribute to this engagement, as users perceive push notifications as a valuable and reliable source of information. Additionally, the Nordic audience’s preference for direct access to news makes push notifications an ideal tool for delivering timely updates.