Adoption rates for iOS10 have eclipsed 65%

September of 2016 was a busy time of year for the mobile industry. Not only were we dealing with Samsung Galaxy Note 7 fires, but we were also amidst another successful iPhone and iOS launch. As of November 30th 2016, iOS10 adoption rates soared to 65%:

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And while iOS10 has a lot of great new features sure to captivate the hearts of mobile enthusiasts everywhere, the most important one for mobile marketers is rich push notifications, which are messages that include media (e.g. an image, video or GIF):

This is the moment mobile marketers everywhere have been waiting for. While rich push has been available on Android devices for quite some time now, the wait to reach the highly engaged Apple device users with compelling media is finally over.

Rich push for iOS10 is important for many reasons. For starters, iOS users have been viewed as more valuable ever since Forbes published an article with data suggesting they were seven times more engaged than their Android counterparts. While more recent research suggests that this engagement gap is closing between the two, the fact of the matter is, it’s still there.

Rich push now being available on all mobile devices speaks volumes to how significant mobile apps have become. Just a few short years ago, push notifications were viewed as annoying. Now? They’re beneficial and to some, even essential. From breaking news to reminders and even traffic alerts, push notifications help us stay on top of our day. Rich push notifications will do an even better job at this, providing users with more detailed information and allowing them to take action outside of the app.

But with great power comes great responsibility, and it’s essential that mobile marketers get rich push right. This means tapping into user data to ensure every push it highly relevant to the end user, and following best practices (I go into detail about these in Takeaway 5). Now, the true test on what we’ve learned about mobile engagement over the past year comes to a head.