Those users who have received personalized push messages are three times more likely to be retained than those who have not over a 30-day period.

Because of this, lifestyle apps including the health, fitness, productivity, business, and education verticals — apps that users incorporate into their everyday lives — are thriving, partly due to their push messages.

The same goes for apps whose messaging is timely, like transportation, travel and real estate apps, where the information those push notification provides can be critical.

Inversely, social media apps may message too frequently and without real urgency, which has caused fatigue among their users.

“Today’s consumer is defined by mobility, and they decide where and when they expect a brand to message them,” stated Julie Ginches, chief marketing officer of Kahuna, in reference to the report. “Missing these expectations is no longer an option, and doing it well is a unique competitive advantage.”

Push notifications are more popular on Android than iOS, but this is mostly because Android apps are automatically opted-in to push notifications, whereas iOS users need to accept a prompt to opt-in.

The report also touched on email as a mobile channel. Eighty-six percent of emails are viewed on a mobile device, according to a new report from mobile and marketing automation company Kahuna.

Email is quickly becoming a primarily mobile channel, according to the report (titled “The Kahuna Mobile Marketing Index Q1 2016”), which means that marketers have to test to see how their messages fare on a variety of mobile devices.