Human Written & Fact Checked · Updated November 2026

100 SMS and Push Automation Statistics for 2026

Your customer's phone can carry a purchase reminder, an availability alert or a useful service update. These messages compete for attention, but their success cannot be judged with the same denominator. A tap, an attributed order and permission to send another notification answer different questions.

This collection covers SMS automation and mobile push benchmarks from original platform research. Postscript contributes trigger-level SMS percentiles, Omnisend separates quarterly campaigns from automations, and Airship measures app notification permission, response and frequency. Airship's channel-wide results are context for mobile orchestration, not a claim that every notification was automated. Historical comparators retain their year labels.

Headline figures

Back in Stock SMS click rate, 75th percentile: 58.70%. (Postscript, Dec 2025)
Win Back SMS click rate, 25th percentile: 2.72%. (Postscript, Dec 2025)
Abandoned Cart SMS conversion rate, 75th percentile: 7.84%. (Postscript, Dec 2025)
Back in Stock SMS earnings per message, 75th percentile: $13.34. (Postscript, Dec 2025)
Omnisend automated SMS click-to-send rate, 2025: 20.32%. (Omnisend, Jan 2026)
Omnisend automated SMS revenue per message, Q4 2025: $0.87. (Omnisend, Jan 2026)
Android push opt-in rate in 2025, 50th percentile: 53.3%. (Airship, Mar 2026)
iOS push opt-in rate in 2025, 50th percentile: 48.85%. (Airship, Mar 2026)
Android push direct-open rate in 2025, 50th percentile: 3.15%. (Airship, Mar 2026)
iOS push direct-open rate in 2025, 50th percentile: 2.675%. (Airship, Mar 2026)
Android monthly push notifications per user in 2025, 90th percentile: 178.9. (Airship, Mar 2026)
iOS monthly push notifications per user in 2025, 90th percentile: 187.8. (Airship, Mar 2026)

How do SMS clicks vary by automation trigger?

The event that qualifies a contact is part of the benchmark. A requested stock alert and a win-back text begin with different evidence of interest, so their results should remain separate.

How do cart, stock and browsing texts perform?

Abandoned Cart SMS click rate, 25th percentile: 9.53%. (Postscript, Dec 2025)
Abandoned Cart SMS click rate, 75th percentile: 17.28%. (Postscript, Dec 2025)
Back in Stock SMS click rate, 25th percentile: 36.71%. (Postscript, Dec 2025)
Browse Abandonment SMS click rate, 25th percentile: 7.38%. (Postscript, Dec 2025)
Browse Abandonment SMS click rate, 75th percentile: 13.65%. (Postscript, Dec 2025)

Postscript reports the lower and upper quartiles of click performance for each SMS message type. These are distribution points, not a promised range for every individual sender. The upper stock-alert result appears in the takeaways. The data window ends in December 2025, which supplies the citation date here; we do not invent a publication month for the 2026 edition. Eligibility criteria exclude newly installed and very low-spending shops. Consequently, these values should not be interpreted as a representative estimate for every ecommerce business. Compare the trigger, permission status and destination before deciding whether your own workflow needs a different message or a different audience rule.

How do post-purchase, welcome and win-back clicks compare?

Post Purchase SMS click rate, 25th percentile: 4.68%. (Postscript, Dec 2025)
Post Purchase SMS click rate, 75th percentile: 14.26%. (Postscript, Dec 2025)
Welcome Series SMS click rate, 25th percentile: 4.65%. (Postscript, Dec 2025)
Welcome Series SMS click rate, 75th percentile: 10.85%. (Postscript, Dec 2025)
Win Back SMS click rate, 75th percentile: 6.36%. (Postscript, Dec 2025)

These lifecycle messages reach people at different stages of the customer relationship. Postscript's quartile figures keep those stages distinct and reveal the range within each reported message type. The lower win-back observation is reserved for the takeaways. A recipient may click a post-purchase message to seek useful order information instead of to consider another purchase. A welcome series may instead explain a benefit or help someone choose a product. Those intentions matter when selecting a performance measure. The table describes observed platform results and does not establish that changing the trigger alone will reproduce another group's click rate. Keep the intended action explicit when using the comparison.

What commercial outcomes accompany triggered SMS?

Clicks and attributed earnings should be read together, with the trigger intact. An order linked to a text does not by itself establish that the message created demand that would otherwise have been absent.

What conversion and earnings benchmarks apply to cart and stock alerts?

Abandoned Cart SMS conversion rate, 25th percentile: 3.97%. (Postscript, Dec 2025)
Abandoned Cart SMS earnings per message, 25th percentile: $3.52. (Postscript, Dec 2025)
Abandoned Cart SMS earnings per message, 75th percentile: $10.95. (Postscript, Dec 2025)
Back in Stock SMS conversion rate, 25th percentile: 7.18%. (Postscript, Dec 2025)
Back in Stock SMS conversion rate, 75th percentile: 13.80%. (Postscript, Dec 2025)
Back in Stock SMS earnings per message, 25th percentile: $5.92. (Postscript, Dec 2025)

Postscript publishes conversion and earnings-per-message quartiles alongside engagement. Selected upper-group results appear in the takeaways; the remaining observations retain the same trigger definitions. Earnings per message is an attributed revenue measure, not profit or return after messaging costs. An account's product prices and attribution settings can affect the result. These benchmarks therefore support diagnosis instead of a guaranteed business case. Before forecasting the benefit of another flow, document the eligible audience and evaluate its own historical orders. A controlled holdout addresses incrementality, which this observational table does not measure.

What outcomes follow browse and post-purchase texts?

Browse Abandonment SMS conversion rate, 25th percentile: 1.01%. (Postscript, Dec 2025)
Browse Abandonment SMS conversion rate, 75th percentile: 2.38%. (Postscript, Dec 2025)
Browse Abandonment SMS earnings per message, 25th percentile: $0.93. (Postscript, Dec 2025)
Browse Abandonment SMS earnings per message, 75th percentile: $2.85. (Postscript, Dec 2025)
Post Purchase SMS conversion rate, 25th percentile: 0.45%. (Postscript, Dec 2025)
Post Purchase SMS conversion rate, 75th percentile: 1.51%. (Postscript, Dec 2025)
Post Purchase SMS earnings per message, 25th percentile: $0.34. (Postscript, Dec 2025)
Post Purchase SMS earnings per message, 75th percentile: $1.53. (Postscript, Dec 2025)

The source separates browse abandonment from messages sent after a purchase. Their conversion and earnings values describe different starting conditions and should not be merged into a synthetic trigger average. The comparison does not isolate the value of a discount, delay or sequence length. A post-purchase workflow can also have a service objective that is not reflected in orders. Use the revenue columns alongside the actual purpose of the programme, preserving the same attribution window when reviewing your own results.

What outcomes follow welcome and win-back texts?

Welcome Series SMS conversion rate, 25th percentile: 0.67%. (Postscript, Dec 2025)
Welcome Series SMS conversion rate, 75th percentile: 2.67%. (Postscript, Dec 2025)
Welcome Series SMS earnings per message, 25th percentile: $0.58. (Postscript, Dec 2025)
Welcome Series SMS earnings per message, 75th percentile: $3.05. (Postscript, Dec 2025)
Win Back SMS conversion rate, 25th percentile: 0.20%. (Postscript, Dec 2025)
Win Back SMS conversion rate, 75th percentile: 0.89%. (Postscript, Dec 2025)
Win Back SMS earnings per message, 25th percentile: $0.19. (Postscript, Dec 2025)
Win Back SMS earnings per message, 75th percentile: $0.82. (Postscript, Dec 2025)

Welcome and win-back quartiles provide different lifecycle reference points. Their earnings figures are per message, so they should not be substituted for a revenue-per-recipient benchmark from another report. The same shops, contacts or offers need not produce every percentile. A high conversion percentile and a high earnings percentile may therefore describe different observations in the underlying distributions. Avoid combining them into an invented profile of a typical successful sender. Keep each value attached to its own metric.

How does SMS performance change across the year?

A full-year average can hide a seasonal shift in response. Omnisend's original table separates campaigns from automations and preserves the quarter, making the comparison more useful for planning and review.

How do SMS click-to-send rates vary by quarter?

Omnisend campaign SMS click-to-send rate, 2025: 12.38%. (Omnisend, Jan 2026)
Omnisend campaign SMS click-to-send rate, Q1 2025: 5.32%. (Omnisend, Jan 2026)
Omnisend campaign SMS click-to-send rate, Q2 2025: 5.89%. (Omnisend, Jan 2026)
Omnisend campaign SMS click-to-send rate, Q3 2025: 8.16%. (Omnisend, Jan 2026)
Omnisend campaign SMS click-to-send rate, Q4 2025: 20.71%. (Omnisend, Jan 2026)
Omnisend automated SMS click-to-send rate, Q1 2025: 16.49%. (Omnisend, Jan 2026)
Omnisend automated SMS click-to-send rate, Q2 2025: 20.14%. (Omnisend, Jan 2026)
Omnisend automated SMS click-to-send rate, Q3 2025: 21.30%. (Omnisend, Jan 2026)
Omnisend automated SMS click-to-send rate, Q4 2025: 22.11%. (Omnisend, Jan 2026)

Omnisend measures campaign and automation clicks relative to sends. Its annual automation headline appears in the takeaways; the remaining figures show the seasonal context. The underlying audiences and message mix can change across quarters. These observations do not isolate the effect of seasonal creative or prove that a higher rate produced more profitable orders. Preserve the send denominator when comparing the results with an internal report.

How do SMS conversion rates vary by quarter?

Omnisend campaign SMS conversion rate, 2025: 0.12%. (Omnisend, Jan 2026)
Omnisend campaign SMS conversion rate, Q1 2025: 0.13%. (Omnisend, Jan 2026)
Omnisend campaign SMS conversion rate, Q2 2025: 0.13%. (Omnisend, Jan 2026)
Omnisend campaign SMS conversion rate, Q3 2025: 0.11%. (Omnisend, Jan 2026)
Omnisend campaign SMS conversion rate, Q4 2025: 0.12%. (Omnisend, Jan 2026)
Omnisend automated SMS conversion rate, 2025: 0.77%. (Omnisend, Jan 2026)
Omnisend automated SMS conversion rate, Q1 2025: 0.58%. (Omnisend, Jan 2026)
Omnisend automated SMS conversion rate, Q2 2025: 0.76%. (Omnisend, Jan 2026)
Omnisend automated SMS conversion rate, Q3 2025: 0.80%. (Omnisend, Jan 2026)
Omnisend automated SMS conversion rate, Q4 2025: 0.88%. (Omnisend, Jan 2026)

The source reports conversion separately from clicking for campaigns and automations. These are platform-attributed outcomes within the named period, not experimental estimates of incremental sales. The annual result is not necessarily the simple arithmetic average of the displayed quarters. Sending volumes and eligible audiences can differ. Use the reported aggregate and avoid reconstructing it from rounded values.

How does revenue per SMS vary by quarter?

Omnisend campaign SMS revenue per message, Q1 2025: $0.17. (Omnisend, Jan 2026)
Omnisend campaign SMS revenue per message, Q2 2025: $0.15. (Omnisend, Jan 2026)
Omnisend campaign SMS revenue per message, Q3 2025: $0.14. (Omnisend, Jan 2026)
Omnisend campaign SMS revenue per message, Q4 2025: $0.15. (Omnisend, Jan 2026)
Omnisend automated SMS revenue per message, Q1 2025: $0.61. (Omnisend, Jan 2026)
Omnisend automated SMS revenue per message, Q2 2025: $0.73. (Omnisend, Jan 2026)
Omnisend automated SMS revenue per message, Q3 2025: $0.69. (Omnisend, Jan 2026)

The quarterly revenue-per-message figures separate scheduled campaigns from automated SMS. The final-quarter automation observation appears in the takeaways; the remaining values complete the source comparison. Revenue per SMS is not a margin measure. Product mix, order value and attribution settings can influence it alongside engagement. Keep messaging costs and any incentive costs in a separate profitability calculation instead of describing attributed revenue as net return. The source table supports a quarterly operating review, but it does not establish what a new sender will earn from the same volume.

How large is the audience reachable through mobile push?

Permission defines the reachable audience before a notification can earn a response. Airship's original chart compares operating systems and preserves historical distribution points instead of treating a platform default as permanent reach.

What are the Android push opt-in benchmarks?

Android push opt-in rate in 2024, 10th percentile: 37.1%. (Airship, Mar 2026)
Android push opt-in rate in 2024, 50th percentile: 59.5%. (Airship, Mar 2026)
Android push opt-in rate in 2024, 90th percentile: 79.7%. (Airship, Mar 2026)
Android push opt-in rate in 2025, 10th percentile: 29.33%. (Airship, Mar 2026)
Android push opt-in rate in 2025, 90th percentile: 75.23%. (Airship, Mar 2026)

Airship measures the share of an app's audience granting notification permission, averaged across monthly observations. The current Android median appears in the takeaways; the remaining points show the published distribution and prior-year baseline. The percentile describes the distribution of app-level rates, not the percentage of all mobile users worldwide who enabled notifications. These values cover Airship's observed app customers and should not be generalized to the entire device population. The historical comparison is useful for tracking the published benchmark series, but it does not isolate a single operating-system change or permission prompt as the cause of movement. Review permission capture separately from message engagement.

What are the iOS push opt-in benchmarks?

iOS push opt-in rate in 2024, 10th percentile: 27.1%. (Airship, Mar 2026)
iOS push opt-in rate in 2024, 50th percentile: 49.4%. (Airship, Mar 2026)
iOS push opt-in rate in 2024, 90th percentile: 74.1%. (Airship, Mar 2026)
iOS push opt-in rate in 2025, 10th percentile: 28.55%. (Airship, Mar 2026)
iOS push opt-in rate in 2025, 90th percentile: 72.88%. (Airship, Mar 2026)

The iOS chart uses the same permission concept and percentile labels. Its current median is showed above, while these observations retain the lower, upper and historical reference points. An app can have useful notifications but still need to explain their value clearly when asking for permission. Conversely, a high opt-in rate does not establish that the notifications are producing useful downstream outcomes. Track both questions without treating them as equivalent. The chart does not provide a matched experiment comparing the same customers on different operating systems. Keep the platform label, year and aggregation method visible when including these benchmarks in an audience-reach assessment.

How often do mobile push notifications lead directly to an app open?

A direct open is a specific measurable response. A notification can also convey information on the lock screen, so this benchmark should sit beside the action the message was designed to support.

What are the Android direct-open benchmarks?

Android push direct-open rate in 2024, 10th percentile: 0.7%. (Airship, Mar 2026)
Android push direct-open rate in 2024, 50th percentile: 3.4%. (Airship, Mar 2026)
Android push direct-open rate in 2024, 90th percentile: 10.7%. (Airship, Mar 2026)
Android push direct-open rate in 2025, 10th percentile: 0.725%. (Airship, Mar 2026)
Android push direct-open rate in 2025, 90th percentile: 10.15%. (Airship, Mar 2026)

Airship defines direct opens relative to total push sends within a month and averages app-level monthly rates across the year. The current median appears in the takeaways. The rate does not count every way a notification might be useful. A recipient can read a status update without opening the app, while another can open the app without completing the intended action. Those outcomes require separate measures. The percentile comparison helps identify where an observed direct-open rate sits in the source's distribution. It does not demonstrate that increasing send volume or changing a headline will produce a specific uplift in customer value.

What are the iOS direct-open benchmarks?

iOS push direct-open rate in 2024, 10th percentile: 0.8%. (Airship, Mar 2026)
iOS push direct-open rate in 2024, 50th percentile: 3.1%. (Airship, Mar 2026)
iOS push direct-open rate in 2024, 90th percentile: 8%. (Airship, Mar 2026)
iOS push direct-open rate in 2025, 10th percentile: 0.7%. (Airship, Mar 2026)
iOS push direct-open rate in 2025, 90th percentile: 7.3%. (Airship, Mar 2026)

The iOS observations use the same direct-open concept, with the current median showed in the takeaways. Historical values remain labeled so they cannot be mistaken for current performance. Operating-system presentation, audience composition and message purpose can all affect the relationship between a notification and an app visit. The report does not randomly assign those conditions, so the comparison cannot identify a single causal explanation. Define the useful downstream action before optimizing for taps alone. For example, a service notification may succeed when the customer receives timely information, even if that action does not require an app open. Preserve the distinction between communication utility and the metric reported here.

How frequently do apps send push notifications?

Sending frequency is a design choice constrained by customer value. Airship's distribution shows why a high-volume publisher and an occasional service alert should not inherit the same notification target.

What is the Android monthly push-volume distribution?

Android monthly push notifications per user in 2024, 10th percentile: 0.6. (Airship, Mar 2026)
Android monthly push notifications per user in 2024, 50th percentile: 6.4. (Airship, Mar 2026)
Android monthly push notifications per user in 2024, 90th percentile: 151.4. (Airship, Mar 2026)
Android monthly push notifications per user in 2025, 10th percentile: 0.5. (Airship, Mar 2026)
Android monthly push notifications per user in 2025, 50th percentile: 5.4. (Airship, Mar 2026)

Airship reports average monthly notifications per user at different points in the app-level distribution. The current upper-group figure appears in the takeaways; these observations show the rest of the comparison. A high send-volume percentile measures frequency, not quality or commercial success. It should never be described as the top-performing group without specifying the metric. Apps with frequent time-sensitive events can have different communication needs from those used occasionally. The source does not establish an optimal universal cadence. Use these benchmarks to question whether your own frequency matches the events and preferences that justify the messages, and assess response and opt-outs separately.

What is the iOS monthly push-volume distribution?

iOS monthly push notifications per user in 2024, 10th percentile: 0.8. (Airship, Mar 2026)
iOS monthly push notifications per user in 2024, 50th percentile: 8.3. (Airship, Mar 2026)
iOS monthly push notifications per user in 2024, 90th percentile: 162.3. (Airship, Mar 2026)
iOS monthly push notifications per user in 2025, 10th percentile: 0.8. (Airship, Mar 2026)
iOS monthly push notifications per user in 2025, 50th percentile: 8.5. (Airship, Mar 2026)

The iOS frequency series retains the same percentile definitions and historical year labels. Its current upper-group result is reserved for the takeaways, avoiding repetition in the body. A monthly average can conceal uneven delivery. A user may receive messages around a particular event instead of on a regular daily schedule. Do not convert the benchmark into a recommended daily quota. Lower and median values contextualize the distribution, while local customer behavior should determine the actual sending rule. Review whether a notification is still relevant when it reaches the device and whether the user can express preferences about the events that trigger it.

Glossary

SMS: Short Message Service text messaging.

Methodology and sources

Every figure on this page comes from the organisation that produced it: regulators, statistics offices, public bodies, research institutes, and companies reporting their own data or surveys. Each one links to the original report or dataset and carries its release date. Survey results keep their population and fieldwork period, and financial figures keep the measure the producer used. Figures from different producers are not added together or ranked against each other. The page is reviewed monthly and updated when a producer releases newer data.

Airship · Mar 2026
Omnisend · Jan 2026
Postscript · Dec 2025