In a world increasingly saturated with digital content, push notifications remain one of the key elements of mobile communication between brands and users. Their role goes beyond simple reminders, they influence user engagement, build trust, and have become an integral part of the digital customer experience.
Prepared by our experts in collaboration with the nationwide research panel in Poland – Ariadna, this report aims to understand how push notifications are actually perceived: which types users consider useful, what prompts them to take action, and when a message stops being effective.
Below we present selected insights, the full analysis, data, and design recommendations are available in the complete report.
Push that truly supports
Well-designed notifications today serve far more than just an informational function, they provide real support in managing everyday tasks. Data from the report shows that users rate banking and courier notifications the highest, recognising them as the most useful in day-to-day life. Context is key: the effectiveness of a message depends not only on its content, but also on the timing and how well it aligns with the current needs.
From the user’s perspective, a push notification is not a tech gimmick, but a functional tool that helps organise tasks, builds trust in the brand, and becomes a natural part of the digital routine. More examples of notifications that users find genuinely helpful, you can find in the report.
Language matters – how to create effective push notifications?
The way push notifications are worded has a direct impact on user trust, especially within mobile apps dealing with sensitive areas such as finance. According to the data presented in the report, the most highly rated messages are short, free of emotional language, and written in a neutral tone.
Recipients are not looking for clever wordplay, they want messages that clearly state what has happened and what action, if any, is needed. This kind of language increases the sense of control and reinforces brand credibility. The report includes specific examples and data to help clarify what really works and why.
Push communication today and tomorrow
Context-based personalisation
Personalisation is effective, provided it serves the user’s convenience without infringing on their privacy. What proves to be crucial is not just the form of customisation, but its context. A reminder about an unpaid bill or a prompt to revisit a product left in the basket are examples of messages that address specific needs and help structure the digital day.
Data gathered in our report shows that users are open to receiving notifications based on their activity history, a significant number also accept messages referring to previously viewed content. This type of personalisation is perceived as helpful and relevant. On the other hand, notifications personalised solely by using a first name may come across as inauthentic.
Content that fits the moment
An effective push notification doesn’t disrupt the day, it appears at the right time and addresses a genuine need. Findings from the report clearly indicate that the relevance and context of a message are now more important than its form. A reminder about an expiring promotion, a parcel delivery alert, or a notification about an unpaid invoice are examples of interactions users consider valuable.
These types of messages go beyond providing information, they act as functional touchpoints between the user and the brand. As a result, the user doesn’t have to search for information; they receive it at a moment when they are most likely to act. More examples, data and insights into effective timing for notifications can be found in our report.
Why read the full report?
This is only a snapshot of what we’ve uncovered. The report includes detailed analyses, charts and an expert commentary, all designed to support the creation of push communication tailored to real user needs.
We examined how different language styles are perceived, what drives engagement and what leads to notifications being muted. We also looked at behaviour across age groups, identifying when push messages are truly helpful and when they become disruptive. Our report explores:
- How to design notifications that go beyond informing to genuinely supporting users.
- Where to draw the line between personalisation and privacy intrusion.
- How the role of push notifications is evolving in a digital world and what the future may look like.
Download the report and use it as a practical tool for smarter design and communication decisions.
