Abstract
Using push notifications, companies can address their smartphone app users with advertising messages. Each of these notifications can mean added value for smartphone users in terms of content, but also disruption and interruption. It is therefore important for advertisers to understand how the frequency of message delivery influences consumer acceptance. The systematic review is based on the PRISMA method and initially identifies a total of 18,725 potentially relevant scientific papers. The 17 research articles included in the qualitative synthesis show that push notifications are suitable for encouraging users to use an app and establish new habits. App usage increases with frequency, with particularly active users tolerating higher frequencies. At the same time it is also shown that too high a frequency can be perceived as disturbing and users should therefore be given the opportunity to determine the frequency with which they receive notifications. A gap in research has been identified in particular in studies that look at real observed behaviour of app users instead of behaviour reported via questionnaires and examine the interaction of frequency, content and presentation of notifications.
Highlights
With the spread of smartphones worldwide in recent years, they dominate today's Internet use: In Europe, around 90 percent of the population has access to the Internet [1]
The previously identified 17 articles are presented in a qualitative synthesis
With regard to the frequency of push notifications, they find that the top-ranked asthma apps have in common that they remind users to take their medication with regular reminders, which is probably one of the most popular functions in this context [20]
Summary
With the spread of smartphones worldwide in recent years, they dominate today's Internet use: In Europe, around 90 percent of the population has access to the Internet [1]. A smartphone app is an application for mobile phones that is published by an app developer, often a company, on an app marketplace such as the Apple App Store or the Google Play Store, where users can download and use it on their own mobile phone. Smartphone apps allow the programmers of the app to send notifications to their users. These notifications are displayed on the lock screen or in the notification bar of the smartphone and are often called "push notifications". Terms such as "mobile push notifications" or "push messages" exist. The notifications can potentially influence the (buying) behaviour of customers [6]
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