The number one reason why publishers develop native apps for their content is because mobile websites, no matter how well they are built, do not allow them to send push notifications to users.
This was a big problem for Facebook especially, as hundreds of thousands of users are still accessing the platform via its m.facebook.com site, often because of tight mobile data budgets.
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Google has been working on the development of its third-party push API through Chrome since April and Facebook is now the third major partner to use the feature, after eBay and Vice news.
Facebook’s product manager on browser partnerships, Jonathan McKay, explains that the results are already showing:
We’re already seeing an increase in visitation from launching push notifications on Chrome mobile.
Although this update is directly targeted at countries where mobile data is not yet widely available, it will certainly please many users that are voluntarily keeping their data usage low or accessing Facebook from mobile devices not yet welcoming apps.