2020 app uninstall benchmarks [Data study] | AppsFlyer
uninstall threat 2020 app uninstall benchmarks report

The uninstall threat: 2020 app uninstall benchmarks

The app marketing space proves to be continuously challenging, and doesn’t seem to be letting up anytime soon. Apps across all verticals struggle to keep their users engaged, leading to sub-par retention rates

To make matters worse, users uninstall apps in droves. Often, apps fail to meet increasingly high user expectations, but the prevalence of uninstalls could also indicate something is seriously wrong with an app or how it is marketed. 

The end result: more than 1 in every 2 apps that is downloaded is uninstalled within 30 days…

To put it simply, if an app does not deliver fast on all fronts, users won’t think twice before uninstalling it and moving on to the next one on the list. 


How much money do apps lose because of uninstalls? 

According to our analysis, the average app lost about $57,000 a month in 2020 due to uninstalls — a significant 70% increase compared to 2019. The extent of financial damage should serve as a wake-up call to app marketers who are not measuring or optimizing this key metric. 

The year-over-year leap is mostly driven by Shopping apps that saw the average number of uninstalls per app increase by 31% and the cost per install rise by 35%. The high CPI of both Shopping, Food & Drink, and Finance apps led these categories to top the list.
Social’s #3 position is mostly the result of a 250% year-over-year surge in the average number of uninstalls per app.


Benefits of uninstall measurement 

From a marketing perspective, measuring uninstalls, and understanding the why, when, and who behind them, is essential for UA optimization, managing and creating appropriate expectations… and reducing the risk of churn.

From a product perspective, the prevalence of uninstalls speaks to the need of ensuring a flawless onboarding experience. It is hardly enough to bring the right users to your app; you must also set the stage early, creating higher chances for quality engagement. 

Uninstall measurement also allows app developers to apply privacy measures in order to protect their customers’ privacy and data. This data can be used to exclude users who uninstalled their app (and are clearly not interested in their service) from their targeting.

Fortunately, more and more app marketers are recognizing this grim reality and making efforts to improve their uninstall analytics. In fact, since releasing uninstall attribution in July 2016, we’ve seen a a 4x increase in the share of apps measuring this metric.

However, only about 1 in 4 apps are currently measuring uninstall attribution! (for marketing purposes, it is fair to assume that the rate of measurement among product mangers is higher).

To support marketers as they battle with uninstall rates, we’ve released our updated uninstall benchmarks report, which includes the following:

  • The impact of the COVID-19 pandemic on uninstall rates
  • Cumulative uninstall rate in the first 30 days, per country and vertical
  • Uninstall benchmarks per category, GEO, platform and install type for average and top performers
  • And more!


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