15 Push Notification Statistics You Need to Know in 2026
By Seray Keskin VP of Marketing
@ Sleeknote

If you run a website, you already know how hard it is to bring visitors back after they leave.

Email works, but only when someone gives you their address. Paid retargeting works, but it’s getting more expensive every year.

Web push notifications offer a third path: a way to reach visitors directly through their browser, with no email address required, no ad spend, and open rates that leave email in the dust.

But how well does the channel actually perform?

I pulled together the latest push notification statistics so you can decide for yourself.

You’ll find data on opt-in rates, click-through benchmarks, how web push compares to email, and what the numbers say about timing, format, and ROI.

Table of Contents

  1. 2× as Many People Sign Up for Browser Push Compared to a Newsletter
  2. Your Push Subscriber Base Can Grow 300% in the First Three Months
  3. Single Opt-In Can Increase Sign-Ups by Over 600%
  4. 75% of Subscribers Sign Up from a Mobile Browser
  5. Web Push Open Rates Range from 45–90%
  6. Emails Take 6.4 Hours to Be Seen. Web Push Is Near-Instant.
  7. 35% of People Who Click a Web Push Make a Purchase
  8. E-Commerce Sent 55% More Push Notifications in 2024 Than in 2023
  9. Rich Push Notifications Are 7× More Effective Than Text Notifications
  10. Push Notifications with Fewer Than 10 Words Get 2× the Engagement
  11. Afternoon and Evening Campaigns Get 2× View Rate
  12. 46% of Users Will Opt Out If They Receive 2–5 Push Messages Per Week
  13. Web Push Bypasses 912 Million Ad Blocker Users
  14. Push ROI Ranges from 2× to 10× Compared to Email
  15. 95% of First-Time Visitors Aren’t Ready to Buy. Push Brings Them Back.

What Is a Web Push Notification?

A web push notification is a clickable message delivered through a user’s browser, even when they’re not on your site.

No app install needed. Just a one-time browser opt-in.

Over 96% of browsers now support web push, and Chrome alone accounts for 90–95% of all web push subscribers.

This is different from mobile app push, which requires an installed app plus OS-level permission. And it’s different from email or SMS, which require you to collect contact information first.

Web push captures visitors with a single click (before they give you anything).

Example of a web push notification promoting a time-sensitive sale

Why Use Web Push Notifications?

Web push combines the immediacy of SMS, the zero cost of organic traffic, and an opt-in flow that’s simpler than either email or text.

For website owners who already invest in driving traffic, it turns anonymous visitors into a reachable audience with a single click.

Here’s what the numbers say.

15 Push Notification Statistics You Need to Know in 2026

1. 2× as Many People Sign Up for Browser Push Compared to a Newsletter

Web push consistently out-subscribes email forms.

The opt-in is frictionless. No name, no email, no form fields. Just one click on a browser prompt. Gravitec reports a typical opt-in rate of 10–15% for websites with well-placed prompts.

According to a 2025 research, only 10% of the best email marketers achieve a newsletter sign-up rate that matches web push performance.

Web push opt in rated compared to email newsletter opt in rates

Takeaway: Adding a web push prompt alongside your existing email capture gives you a second subscriber stream from the same traffic. The visitors who ignore your email form may still say yes to a browser prompt.

2. A Website’s Push Subscriber Base Can Grow Up to 300% in the First Three Months

After installing web push, most sites see a sharp initial ramp as existing visitors encounter the opt-in prompt.

The growth rate levels off once the core audience has subscribed, which is normal. The long-term steady-state opt-in rate settles around 5% for e-commerce and 6–8% for media sites.

Some verticals perform even better.

The financial services industry sees opt-in rates up to 10%, and the services industry reaches 86.1% on the web (the highest of any vertical).

Takeaway: The first three months are your biggest subscriber-acquisition window. Time your web push launch alongside a traffic spike, such as a product launch or seasonal campaign, to maximize that initial surge.

3. Single Opt-In Can Increase Web Push Sign-Ups by Over 600%

The difference between a two-step prompt and a single-click opt-in is massive.

A two-step flow asks “Do you want notifications?” then shows the native browser confirmation. That extra click creates a conversion barrier.

Web push subscriber collection popup

Recent research found that removing it can boost sign-ups by over 600%.

With an effective opt-in strategy, roughly 15% of a website’s total audience can become push subscribers.

That said, double opt-in has a real upside.

Subscribers who confirm twice know exactly what they signed up for, which can mean lower opt-out rates and higher engagement down the line.

Takeaway: Test both approaches. The right choice depends on whether you’re optimizing for list size or list quality.

4. 75% of Web Push Subscribers Sign Up from a Mobile Browser

Desktop accounts for just 20% of web push subscribers. Tablets make up the remaining 5%.

Multiple research show similar data. According to Batch, 72.8% of all web push traffic comes from mobile devices.

And the shift has been steady since 2018. Gravitec’s data showed around 60% mobile a few years ago, and it’s now climbed to nearly 90% in their most recent research.

What’s more, among the desktop subscribers who do opt in, 85.1% use Chrome.

Takeaway: Your web push notifications are overwhelmingly seen on small screens. That means short copy, clear images, and a single call-to-action. Design for mobile first.

5. Web Push Open Rates Range from 45–90%, Compared to 15–30% for Email

This is where push notification statistics get interesting.

The range is wide because “open” for web push means the notification appeared on the user’s screen. It’s inherently more visible than an email sitting in a tab. NotifyVisitors reports this 45–90% range in their 2025 analysis.

Omnisend’s analysis of 266 million web push messages found a 34% open rate for promotional campaigns and 65.1% for automated messages. Even the lower end outperforms email.

Web push notification open rates compared to email open rates

Some reports show that web push opening rates are 50%+ higher than email marketing, while Statista’s recent data shows web push open rates of up to 85%.

That is a big jump from email marketing open rates.

Takeaway: Web push doesn’t compete with email for the same moment. It captures a completely different attention window. Using both gives you more coverage than either alone.

6. Emails Take 6.4 Hours to Be Seen on Average. Web Push Is Near-Instant.

Only 16% of emails are opened within the first hour according to research.

Web push, on the other hand, lands on the subscriber’s screen the moment it’s sent, regardless of which site they’re browsing.

PushPushGo’s 2025 analysis found that it takes approximately one hour for a web push campaign to generate about 50% of all its clicks.

Compare that to email, where you’re waiting 6.4 hours just to reach half your openers.

This makes push notifications perfect for time-sensitive messaging, especially flash sales, restocks, and limited-time offers.

Takeaway: For anything time-sensitive, web push is the only non-SMS channel that delivers in real time. If you’re running a 24-hour sale and relying on email alone, most of your list won’t see the message until the sale is nearly over.

7. 35% of People Who Click a Promotional Web Push Go On to Make a Purchase

This push notification open rate benchmark comes from Omnisend’s analysis based on 73 million web push messages from e-commerce merchants.

It’s click-to-conversion, not overall conversion rate. It means that once someone is engaged enough to tap your notification, over a third of them buy.

For context, only about 1 in 20 people who click a campaign email make a purchase.

Click to purchase rate comparison of push notifications and email

Same research also found that web push ended 2020 with a 28% click-to-conversion rate, showing the channel has consistently converted well across years.

Takeaway: Web push subscribers are a high-intent audience. They opted in because they want to hear from you. When you send them something relevant, they act on it.

8. E-Commerce Brands Sent 55% More Web Push Notifications in 2024 Than in 2023

Web push adoption is accelerating fast.

Omnisend tracked a 28% increase from 2022 to 2023, and then 55% growth into 2024. Their 2025 analysis shows brands sent over 413 million web push messages in 2024, up from 266 million the year before.

It’s no longer an experimental channel.

NotifyVisitors reports that 85% of online stores now use push notifications in their marketing. E-commerce is the #1 vertical for web push, representing 22% of all browser push sends.

Takeaway: Your competitors are increasingly adopting web push. If you’re not collecting browser subscribers yet, the gap widens with every month you wait.

9. Rich Push Notifications Are 7× More Effective Than Standard Text Notifications

Rich push includes an image, a headline, and often a call-to-action button. Standard push is just a small icon and a line of text.

The performance difference is dramatic according to recent web push data.

A 2025 research reports that over 96% of all web push campaigns in e-commerce already use rich notifications with large images. It’s become the default format. In digital publishing, rich media increases engagement by 33% compared to text-only.

Rich web push notification example with images

More research confirms this. Another 2025 analysis found that including images, GIFs, or video increases click rates by 25%.

Takeaway: If you’re sending text-only browser notifications, you’re using a format the rest of the market has already moved past. Product images, sale graphics, or even a simple branded banner make a measurable difference.

10. Push Notifications with Fewer Than 10 Words Get Nearly 2× the Engagement

Web push real estate is tiny, especially on mobile, where 75% of subscribers are.

Brevity isn’t just a best practice. It roughly doubles performance.

This aligns perfectly with the broader trend of shrinking attention windows. Users typically don’t spend more than 15 seconds on a web page.

And if you’re feeling extra: the same study found that emojis in push notifications can increase open rates by up to 85%.

Takeaway: Write your web push like a headline, not a sentence. Lead with the value. Add one emoji if it fits the brand. Cut everything else. The same principles apply to popup copywriting—short, punchy, and focused on a single message.

11. Afternoon and Evening Web Push Campaigns Get 2× the View Rate of Morning Sends

More interestingly, this holds across industries. Simply because it aligns with when people are most actively using their devices.

Research also found that campaigns with a TTL (time to live) exceeding 6 hours see the highest click-through rates.

Industry-specific patterns matter too. PushPushGo’s 2025 data shows that in e-commerce, Thursdays see the highest browser push engagement. In digital publishing, it’s Sundays and Mondays.

Takeaway: Time your sends for when devices are active and set a generous TTL so notifications don’t expire before they’re seen. A 1-hour TTL on a morning send is a recipe for wasted impressions.

12. 46% of Users Will Opt Out If They Receive 2–5 Push Messages Per Week

Research says this is the frequency ceiling.

Push past it and you lose nearly half your list. Even one push per week causes 10% of users to disable notifications.

It gets worse as volume increases. 32% opt out at 6–10 messages per week.

A Gravitec case study illustrates this perfectly. A media client’s CTR dropped from 10.5% to 9.2% when they increased sends from roughly 50 to 70 per week, and recovered when they scaled back.

Takeaway: Web push is a high-trust, low-frequency channel. Every unnecessary notification permanently shrinks your subscriber base. Think of each send like a withdrawal from a limited-balance account.

13. Web Push Bypasses the 912 Million Devices Using Ad Blockers

32.5% of internet users worldwide use ad blockers.

Unlike display ads and some retargeting formats, web push notifications are delivered through the browser’s native notification system. They’re not affected by ad-blocking software.

This makes web push one of the few marketing channels with guaranteed delivery to opted-in users.

With over 96% of browsers now supporting the web push standard, web push notifications can reach roughly 85% of all internet users through their browsers.

Takeaway: As ad blocker adoption continues to grow, channels that bypass them become more valuable. Web push is one of the few where your message is guaranteed to reach the screen. No algorithm, no spam filter, no ad blocker in the way.

14. Browser Push ROI Ranges from 2× to 10× Compared to Email

The ROI advantage comes from near-zero marginal cost.

No CPM, no deliverability infrastructure to maintain.

Another research puts the average push notification open rate and ROI figures even higher: 2,278% average browser notification ROI with a range of 2,200–3,500%, compared to newsletter ROI of 122%.

ROI comparison of push notifications and email marketing as channels

The same research also found companies using browser push report a 36× return on ad spend, with a cost per session as low as €0.02.

Takeaway: The ROI looks extreme because the denominator is so small. But that’s the real advantage. Web push is one of the few channels where meaningful campaigns cost almost nothing to run.

15. 95% of First-Time Visitors Aren’t Ready to Buy. Push Brings Them Back.

This is the fundamental case for web push according to a 2024 research.

The vast majority of your traffic will leave without converting. Email captures some of them, but only if they fill out a form. Web push captures the rest, with a one-click opt-in that works before the visitor gives you any personal information.

Omnisend’s above-mentioned e-commerce study found that push notifications (combined with email and SMS in a multi-touchpoint strategy) contributed to 25.6 million sales across their merchant base in 2024.

Push is no longer a novelty. It’s part of the core stack.

Takeaway: Web push is the channel for the visitors who didn’t sign up, didn’t add to cart, and didn’t bookmark your page. It’s the safety net for the traffic you’ve already paid to acquire.

The Bottom Line on Push Notification Statistics

The through-line across all these push notification statistics is clear: web push is high-ROI and low-friction.

It’s a channel that turns anonymous visitors into a reachable audience for the cost of a browser prompt.

The numbers make the case: higher open rates than email, instant delivery, strong click-to-conversion rates, and a subscriber base that compounds over time.

The opportunity for website owners is straightforward. You’re already driving traffic. Web push captures more value from that traffic by giving you a direct line to visitors who would otherwise disappear.

If you want to learn more about list building strategies that complement web push, including how to capture email addresses from visitors who aren’t ready to subscribe to notifications, we’ve covered the full playbook.

At Sleeknote, we’re building a web push solution for marketers who want to turn more visitors into repeat traffic. Join the Sleeknote push notifications waitlist to get early access.

Seray Keskin

 VP of Marketing @ Sleeknote
Seray is the VP of Marketing at Sleeknote. When she’s not busy creating content for Sleeknote, she can be found trying to crack the Danish language and watching Back to the Future for the hundredth time.