Mobile Engagement Benchmarks Series 2016

Report 3: FIRST LOOK: Message Center Read Rates

Our Mobile Engagement Industry Benchmark report on Message Center Read Rates provides the industry’s first quantitative assessment of in-app message center performance.

The data set for this report includes 83 apps that collectively sent more than 1 billion message center messages over a two month period. Retail and media apps have adopted message centers most quickly, enabling the creation of actionable benchmarks with high, medium and low values using the performance of apps in the 90th, 50th and 10th percentiles. But this report’s findings also offer important insight for other industries as well.


  • The unparalleled reach marketing can achieve with high-performing message centers
  • Differences in consumer behavior and tactics to boost message center read rates
  • The massive performance gap between iOS and Android

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