Attention: Retention! 2018 Retention Benchmarks | AppsFlyer
retention benchmarks

2018 App Retention Benchmarks [Data Study]

An app’s retention rate is the basis of monetization and is one of the most significant of all mobile marketing metrics. Without loyal customers who use your app and generate revenue, you will likely not be earning a profit and have a hard time predicting any future app growth. 
However, because of high-scale, high-intensity competition and highly demanding users, retention is also possibly the number one pain point for marketers, showing exactly how hard it is to get users to your app and keep them there over time
To help combat these difficulties, we analyzed the retention benchmarks for days 1, 7, and 30 in several major markets and verticals, as well as a global year over year comparison, seen in the graph below.

From our year over year graph, retention levels appear to be low, regardless of an app’s or region’s performance in other metrics. This is also true of organic users, whose retention remains stagnant especially on day 30, with only a 5% increase from 2016 to 2018. Organic users continue to behave predictably, and with slighter higher retention over time, so it’s a good idea to use this consistency to your advantage.
But there’s also good news: non-organic users are more loyal reaching the end of 2019. From 2016 to 2018, non-organic retention increased by 18-20%, noteworthy in relation to the low percentage of truly loyal, high value users in apps overall.
However, significant churn is still very common among mobile apps. Fortunately, marketers seem to understand the importance of retention and are now often optimizing towards it, using benchmarks exactly like those provided here. 
What else is included in this report?
  • A comparison of key markets
  • A breakdown by country and vertical
  • Practical action items for optimizing your retention
  • Median and Top 10% figures included to understand not only what is average but what is best in your region and vertical!


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