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Sources & references

Below are the references for the industry stats we cite across the site. Missing a source? Email info@payatt.store and we will add it to the list.

  • 1."Up to 98% of SMS are opened, vs ~20% for marketing email." / "90% are read within three minutes."

    Gartner writes: "various sources report SMS open and response rates as high as 98% and 45%, respectively — in contrast to corresponding figures of 20% and 6% for email." The classic "90% within three minutes" figure traces back to older industry studies (Frost & Sullivan, Mobilesquared) and is repeated in reports from EZ Texting and others.

    Referenced on: home page, solution page, industry pages.

  • 2."Average open rate for marketing email: ~20–35%."

    Mailchimp's Email Marketing Benchmarks report an average of 35.63% across all industries (last updated Dec 2023). HubSpot cites 42.35% from MailerLite's 2025 data. The spread is wide and has been affected by Apple Mail Privacy Protection (2021), which inflates more recent open figures — the Gartner 20% number reflects the lower end of the range.

    Background for the "vs email" comparison on the solution page.

  • 3."68% of customers stop coming back out of perceived indifference."

    This is a widely cited industry figure and is considered sound. It originates in the Rockefeller study, which mapped why consumers cut ties with established brands. The exact breakdown was published in 2008 by Dr John Gattorna, visiting professor at Macquarie Graduate School of Management, and has since become the standard in CSAT tracking: 68% perceived indifference, 14% dissatisfaction with the product or service, 9% competitive reasons (e.g. price), 5% referral to a competitor and 4% natural attrition.

    Referenced on: the home page stats block. The figure also appears in the hero copy, without a footnote.

  • 4."46% of apps are uninstalled within 30 days."

    AppsFlyer, App Uninstall Report (2025 edition): 46.1% in 2024 and 46.9% in 2023, from 2,200 apps, 1.3 billion installs and 402 million uninstalls. Android only — iOS 15 and App Tracking Transparency make comparable iOS measurement unreliable. Note that AppsFlyer themselves summarise this as "more than 1 in 2 apps", which rounds their own figure up; we use the percentage as published.

    Referenced on: home page FAQ, the app-free section and the stats block.

  • 5.Industry estimates for SMS-driven return-visit lift (10–25 % depending on industry).

    Conservative estimates compiled from publicly available SMS marketing reports (incl. Mobilesquared, Esendex, Salesfire). Used as default values in the ROI calculator.

    Referenced on: ROI calculator page, industry pages.