In Madagascar, mobile app users demonstrate a growing openness to push notifications, with an opt-in rate of 42% in 2026. Engagement levels are also rising, with 18% of users interacting with notifications daily. Marketers are leveraging this trend to boost brand awareness and customer retention, with click-through rates reaching 4.5%. The mobile marketing sector is flourishing, generating approximately USD 85 million in revenue, reflecting increased digital adoption across the country.
The average frequency of notifications sent remains moderate at 3.2 per user weekly, ensuring messages remain relevant without overwhelming users. This balanced approach helps maintain user trust and engagement. As mobile internet penetration increases, Madagascar's digital marketing landscape is expected to become more sophisticated, with businesses focusing on personalized content to maximize campaign effectiveness and customer loyalty in the evolving market.