Study of 60 Users Reveals Only 4 Notification Types Avoid Being Muted

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A researcher interviewed 60 smartphone users over six weeks, asking each to review their notification settings app by app and explain their choices. The findings showed users do not evaluate notifications app-by-app but instead filter them by category, tolerating only four types: social interactions involving them, self-configured reminders, expected transactions, and time-critical alerts from trusted sources. All other notification types — including promotions, streaks, and re-engagement messages — were typically muted within two weeks of installation. The research also found that improving push notification copy has little effect, since users decide to mute based on category recognition before reading the message. In one test, replacing a single system-level consent prompt with per-category in-app permission requests raised opt-in rates from 41% to 73% and cut 30-day mute rates from 34% to 9%.

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