Kahuna Mobile Marketing Index: Smart Messaging Triples App Retention

This Kahuna Mobile Marketing Index is the latest in a series of reports that analyze messaging opt-in rates, retention rates, mobile email consumption, and other valuable metrics for marketers. The quarterly report includes anonymized data from more than 400 million user profiles, across brands in 15 different verticals, including travel, sports, music, finance and eCommerce.

Other findings this quarter include:

Email as a mobile-first medium is continuing to grow, as the data revealed 86% of emails were opened on a mobile device.
Push notification opt-in rates decreased slightly this quarter. Android rates continue to remain significantly higher than iOS.
Intelligent messaging can prevent uninstalls. Customers are 15% less likely to uninstall an app after receiving a personalized message.