The app vs. mobile website discussion continues as consumers await the value provided. Many mobile app users agree to receive push notifications from various companies but some retailers may be a step behind. Aside from the multitude of shoppers who use mobile websites, those using apps for shopping aren’t being tapped on the mobile shoulder as much as they could be. More than two-third of the largest 100 online retailers don’t send push notifications, based on the Retail Mobile Messaging Study by OtherLevels The survey, started in 2012, involved downloading the mobile apps of online retailers and tracking them to see which of those requesting opt-in actually sent messages and which never sent anything. The findings essentially show that most mobile shoppers aren’t being proactively asked to participate in deals. Of course, part of the overall reason for the lack of push messaging from online retailers is the lack of mass app adoption by the merchants. While the big guys, as in 77% of the top 100 internet retailers, have a mobile app, fewer than half (40%) of the top 500 do, based on the study. The survey includes iOS apps only, though it also found that 66% of the top 100 retailers also have an Android app and there were no cases of a retailer having only an Android app. There were some interesting insights regarding how the top 100 online retailers interact with mobile customers.