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Mobile App User Retention Continues To Soar in 2018

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The number of apps competing for customer attention is greater today than ever before, even if the frequency of app launchings has refrigerated somewhat during the first six months of 2018 compared to last year, according to the report of our latest Benchmark Report.

The average number of apps launched monthly peaked with a high of fifteen. 89 in the first half of 2017 — the highest average since we started reporting benchmark data back in 2016. Although that average dipped in the same period in 2018 — 13.70 launchings, or a change of -1 3.78% — the figure is roughly the median of all previous benchmark data in this category.

That said, retention rates for app utilization are up significantly year-over-year, while churn continues to drop by double-digit percentages on a one-, two- and three-month basis.

What’s the immediate takeaway of all this? For starters, it shows that brands are doing a better position of committing their consumers, all while the rival for users’ attention continues to build.

User retention on double-digit upswing


One of the main points of the latest benchmark analysis is that app retention continue to increase markedly. Most notably, the number of users sticking with apps after three months jump-start by 45% from the first half 2017 to the first half of 2018, leapfrogging from 22% of users last year compared to 32% of users today.

Double-digit further increase retention is likewise registered after month one and two, with 45% and 36% of users extending each of those respective thresholds.

Churn declines as push engagement soars

Just as compelling is the marked drop in user churn, which corresponds with an uptick in engagement with push notifications for Android and iOS users alike.


Push In-App Open Rate 4.6% 9.5%

Conversion Rate 1.4% 3.6%

Engagement 2.85 10.1

For Android, pushing commitment jump-start 31.34% during H1 2018 is comparable to a year earlier, while iOS users were 23.55% more involved. Although the open rate was down overall for Android customers in this segment( -2 3 %) along with the transition rate( -3 0 %), the opt-in rate for pushing jumped from 68% in the first half of 2017 to 72% this year.


Push In-App Open Rate 3% 15%

Conversion Rate 0.53% 4.8%

Engagement 3.2 15.4

On the iOS back of things, commitment was fueled by a 50% upsurge in the push open rate, while push transition continued a steady climbing of 6% over the above figures from 2017. Users have become more appreciative and tolerant of pushes because marketers are applying analytics tools to effectively target their audiences on both Android and iOS.

More effective commitment across sectors

As we’ve reported in previous coverage of our benchmark data, the very best report involving user retention and engagement is to be able to felt for apps across industries and verticals. From travelling and retail to media and big business, initiative app performance envisioned positive gains across the board — fueled in large part to higher success rates with push — when it is necessary to stretching the lifetime value of their mobile users.

For any app marketing strategy to succeed, both push and in-app messaging features need to be finessed and continuously refined to maintain the core customers that deliver the most value to a brand. The latest benchmark data indicates that brands across sectors are leveraging most diverse kinds of data and personalization tactics to give users the experience they crave, leading to the short- and long-term upticks in user retention all sectors enjoy.

To see how it breaks down across sectors and in greater detail, check out our defraud sheet.

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