Users receiving push notifications in the first month after downloading an app, when the majority typical stop using it, have a 26-28 per cent higher retention rate than those who dont, according to the results of Urban Airships first Good Push Index.

For the study, Urban Airship looked at customers on its push messaging platform with more than 10,000 app opens in August 2011, over the six month period that followed. It found that between two and six months, retention rates for users who opted in to receive push messages were more than double that of those who didnt.

“With the cost of acquiring app users trending well above a dollar, every business should have budget for push messaging carved out,” says Scott Kveton, CEO and co-founder, Urban Airship. “At 1¢ per user per month for unlimited push messaging, we offer app publishers an affordable and effective way to keep their audiences engaged and eager for more.”

The study also examined differences in app opens over a three-month period, and found a multiplier effect, wherein opted-in users opened apps three times as much in the second month, and four times as much in the third month, than opted-out users. And for all but one app, this level of engagement grew over time – showing, Urban Airship says, that appropriate and responsible push messaging builds relationships and engagement over time.