Downloading Apps Is Just The Beginning, Push Notifications Prove Useful

Convincing consumers to download an app hardly means a developers’ work is done.

For example, new research from CleverTap shows only 25% of consumers sign up for food-delivery services after installing a provider’s app.  

From there, only 22% of new users remain active after the first week, the mobile marketing service found.

More alarming, 86% of new users cease all activity within two weeks of launching a food-delivery app, while 54% of new users will completely uninstall the app within the first month.

Among other tricks, CleverTap found properly executed push notifications can significantly drive click-throughs.

The best-performing notifications averaged 45 characters in length, for example, while the best emoji signaled speed (an hourglass) and value (bag full of money.)

When it came to driving click-throughs, the least effective emojis conveyed emotion, CleverTap found.

On average, the mobile marketing startup found it takes new users 22 minutes to sign up for a food-delivery service after they first launch an app.

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Worldwide, online food ordering will grow from a $35 billion market today, to a $365 billion by 2030, according to recent forecast from UBS.

Much of this growth can be attributed to cheaper delivery fees and that people are cooking much less than previous generations.

As a result, 2018 set a decade-high record for VC investment in the space with food startups, such as DoorDash and Instacart -- valued at $4.4 billion.

The industry has also witnessed a rash of partnerships between fast-food providers like KFC and Chipotle and delivery apps like DoorDash and Postmates.
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