Mobile Push Notifications: Do They Save Or Spend Consumers' Time?

US consumers' No. 1 reason for opting in to almost any type of app's push notification — whether it's a new coupon alert or a breaking news report — is universal: They want real-time information alerts. They expect a message that delivers relevant information that they can either consume or act on immediately — something we call a micro moment. More than three-quarters of consumers give this as their reason for choosing to receive push notifications. But too few companies take full advantage of these micro moments to improve their customers' experience. This report is part of a series that explores mobile and tablet trends through Forrester's Technographics 360 methodology, which combines behavioral tracking data, online survey data, and market research online community responses. By merging these data sources from the same group of individuals, we highlight the apps that consumers most commonly elect to receive push notifications from, why they do it, and how that relates to their mobile behavior.