Technology is disclosed for transmitting notification updates to computing devices (“the technology”). Various embodiments of the technology includes a proxy server that facilitates transmission of notifications to the computing devices based on a location proximity and/or access pattern of the computing devices. In one such embodiment, if a particular computing device of the user is not within a predefined location proximity of a primary computing device of the user, the proxy server delays or decreases the frequency of transmission of the notifications to the particular mobile device. In another example, based on the access pattern of the particular computing device, if the proxy server determines that the user is not likely to use the particular computing device, e.g. until a certain point of time, the proxy server delays or decreases the frequency of the transmission of the notifications to the particular mobile device until around that certain point of time.