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A closer look at mobile permissions one year into GDPR

May 24, 2019

With GDPR reaching its one year anniversary May 25, Airship revealed top-level results of its global benchmark study, examining the state of mobile app user permissions across nearly 700 million people worldwide.

Meet new regulatory requirements

While marketers trimmed customer lists to meet new regulatory requirements for “traditional” channels (i.e., email), mobile app audiences continue to grow — up globally by +16.6 percent year over year. Businesses are also sending more notifications — averaging 36 per user per month (up 18.4 percent since last year) — while the average notification opt-in rate remains high at over two-thirds (67 percent) of global app users.

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