Principal Findings
We have shown that for In our study, despite evidence of a large positive notification effect on near-term engagement, an overall policy of sending a fixed daily notification or a random mix of notifications did not lengthen the time to disengagement or increase the amount of engagement during the first 30 days of since download. The results of the effect moderation analyses, although requiring confirmation in larger studies, suggest that notifications may be better served as dynamic interventions that adapt to a user’s fluctuating patterns of engagement. For example, by sending a notification to users when they are at an increased risk of disengagement, targeting them at that point with a notification intended to increase their perception of the usefulness of the app.