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The percentage of a brand’s audience that’s paired with a unique user identifier. It’s calculated using the devices associated with a customer ID divided by the total devices

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Airship

Source

Methodology

Notes

Updated: Q3 2025

Airship

Airship is a mobile-first customer experience platform that helps brands engage users with personalized messaging and analytics across push, in-app, SMS, email, and other channels.

Updated: Q3 2025

Airship

Airship's data is derived by analyzing customer data in aggregate of apps with at least 100,000 monthly active users and app category + region cohorts with more than 5,000,000 monthly active users. That group includes approximately 1.1B devices across 11 categories. The data includes information collected monthly. Benchmarks are based on an average by quarter for each category + region cohort. Sample size among categories & regions may vary. All data collection and analysis procedures strictly adhered to privacy regulations and ethical standards, with personal information anonymized and findings aggregated to maintain confidentiality and integrity.

Updated: Q3 2025

Airship

Data represents activity among Airship clients, broader industry metrics may vary. Identified user coverage is the percentage of a brand’s audience that’s paired with a unique user identifier, calculated by using the devices associated with a customer ID divided by the total devices.

Updated: Q3 2025

Airship

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