App icon badges are subtler than push notifications or audible notifications. Because they’re delivered silently and don’t appear until users decide to check their phones, users tend to find them useful rather than distracting.

In fact, our curiosity, desire to be informed, and urge to complete things are all part of the human behavior that makes app icon badges a valuable customer engagement tool.

1. We Can’t Resist Notifications
Neuroscience research has shown that information is a reward for the human brain.* We’re driven by curiosity, and that may explain why we can’t resist finding out what a new notification on our smartphone is all about. To us, that red dot on our app icon may be as irresistible as a red laser pointer dot is to a cat.

But curious though we may be, there is such a thing as too many notifications. Our data science team discovered that 28% of consumers will uninstall an app if they receive too many notifications or ads.

2. We’re Powered by FOMO
This one’s particularly relevant when it comes to games or social media apps. If there’s a community involved — and especially if we have friends in that community — FOMO (that’s “fear of missing out”) kicks in. Science has discovered a direct link between FOMO and high levels of social media engagement.*

An app badge in a mobile game app might mean that someone’s thrown down the virtual gauntlet by beating your high score. On a shopping app, it could mean we have a new shipping notification. Either way, customers are likely to engage with your app if they fear they might be missing something good.

3. We’re Driven To Complete Things
The average smartphone user taps, swipes, or clicks 2,617 times a day, and the top 10% of smartphone users interact with their phones over twice as often.*

Curiosity powers much of that interaction, but it’s also possible that sometimes we just don’t like to leave things unfinished, and app icon badges often mean there’s something that needs our attention.

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App icon badges are subtler than push notifications or audible notifications. Because they’re delivered silently and don’t appear until users decide to check their phones, users tend to find them useful rather than distracting.

In fact, our curiosity, desire to be informed, and urge to complete things are all part of the human behavior that makes app icon badges a valuable customer engagement tool.

1. We Can’t Resist Notifications
Neuroscience research has shown that information is a reward for the human brain.* We’re driven by curiosity, and that may explain why we can’t resist finding out what a new notification on our smartphone is all about. To us, that red dot on our app icon may be as irresistible as a red laser pointer dot is to a cat.

But curious though we may be, there is such a thing as too many notifications. Our data science team discovered that 28% of consumers will uninstall an app if they receive too many notifications or ads.

2. We’re Powered by FOMO
This one’s particularly relevant when it comes to games or social media apps. If there’s a community involved — and especially if we have friends in that community — FOMO (that’s “fear of missing out”) kicks in. Science has discovered a direct link between FOMO and high levels of social media engagement.*

An app badge in a mobile game app might mean that someone’s thrown down the virtual gauntlet by beating your high score. On a shopping app, it could mean we have a new shipping notification. Either way, customers are likely to engage with your app if they fear they might be missing something good.

3. We’re Driven To Complete Things
The average smartphone user taps, swipes, or clicks 2,617 times a day, and the top 10% of smartphone users interact with their phones over twice as often.*

Curiosity powers much of that interaction, but it’s also possible that sometimes we just don’t like to leave things unfinished, and app icon badges often mean there’s something that needs our attention.

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Interestingly, thank you for sharing

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I, too, am very surprised badges are still missing in 2021. It's a standard feature of all apps dealing with notifications.

I, too, am missing notifications/chat requests because of the absence of badges on the app icon on iPad and also Mac desktop app.

It's 2021 and should be easy to implement. We miss tickets, just because we don't know if we have them. Add badges, please

Why is this still not implemented?! I really need this - would be a huge help!

I second this!