Smartphone Notifications in Context

Abstract

Notifications on smartphones are ubiquitous; they are providing a broad range of information, from rather technical (e.g. app updates) to interpersonal (e.g. a message from a friend). The disruptive nature poses the challenge of finding opportune moments for delivery of notifications, and receptivity to notifications depends on various factors that include perceived urgency and time of delivery. This paper presents a case study with 126 000 participants investigating the effect of the factor time on receptivity to notifications on smartphones in the context of an advertising service. Results show significant differences for weekdays and time of day regarding response times and number of notification-triggered application launches. We conclude with a discussion on the key findings and propose design implications for push notification campaigns.