01
introduction
Uninstalls: Meet the challenge
In a highly competitive app market, keeping users engaged is harder than ever. Countless options, rising user expectations: apps that fail to deliver immediate value risk being uninstalled.
Uninstalling an app signals a problem that demands attention. It’s crucial to know why, when, and which users uninstall —especially for freemium apps where ongoing usage is critical for monetization.
Apps are increasingly recognizing the key factors behind uninstalls:
The sheer volume of available apps
The disparity between campaign promises and actual user experience
The impulsive nature of app installations, particularly in gaming, leading to quick deletions
Limited device storage capacity due to media-rich apps
Heightened user concerns about data privacy, making them wary of sharing sensitive information with apps.
This report on industry trends and benchmarks serves as a valuable resource for app marketers actively analyzing and optimizing their uninstall rates, while also creating awareness among those who have yet to prioritize this metric.
* All results are based on fully anonymous and aggregated data. To ensure statistical validity, we follow strict volume thresholds and methodologies and only present data when these conditions are met. When normalized data is presented, the share of each month out of the total for the entire time frame is shown to create a trend.
02
Top trends
Uninstalls remain steady but high
Uninstalls are a fact of life for every app. But how big is the problem? According to our data (see data sample at the end of the post), more than 1 in every 2 apps that are installed are uninstalled within 30 days of being downloaded.
Clearly, user tolerance to apps that fail to meet expectations is extremely low, especially with numerous alternatives for almost every app. In 2024 again (from January to December), uninstalls remain a significant pain point for apps with rates showing a similar figure: 46.9% in 2023 compared to 46.1% in 2024. A very slight improvement…
Interestingly, uninstall rates often correlate with install activity. When install activity is high, and users are more inclined to try out new apps, uninstalls also rise. This double phenomenon is particularly visible in gaming, where marketers are running aggressive user acquisition campaigns to take advantage of increased screen time as smartphones become entrenched in modern society.
Global Android app uninstall rate trend (January 2023-Nov 2024)*
* Within 30 days of an install; the numbers represent the average per app; Android data only since iOS uninstall tracking is limited after iOS 15
Dating and gaming suffer from the highest rates
In 2024, Dating stayed the top category affected by uninstalls, a trend that can be partly attributed to the so-called divorce between Gen-Z and dating apps. The ranking is stable: this year, also, Dating is followed by Gaming.
The fact that over 1 in every 2 gaming apps are uninstalled within 30 days is the result of the exploratory nature of games, as users constantly try out new titles. If the game doesn’t make a memorable first impression, it is usually uninstalled in a blink of an eye.
When storage space is an issue, users are far more likely to uninstall a game than delete other data. In comparison, branding goes a long way in Shopping, Finance or other lifestyle-related apps. Brands in these categories are often known to users beyond the app, making their connection much stronger.
At the bottom of the list, we find Travel, and News & Magazines (29.2 and 27.3% respectively). Which makes sense: for Travel, it reflects a post-COVID era where travel has resumed as a widespread habit, while for News & Magazines, subscription models tend to foster user retention.
Android uninstall rate by in top categories (August-September 2024)*
* Within 30 days of an install; the numbers represent the average per app; Android data only because iOS uninstall tracking is limited after iOS 15.
Intent drives retention
Organic users exhibit higher intent than non-organic users and therefore it is no surprise that their uninstall rate is much lower – the average among categories shows a 22% gap in 2024. The largest gaps are found in News & Magazines, where the difference is striking—nearly double. When an organic user installs an app in this category, there’s an 8-in-10 chance they’ll still have it after a month!
On the other side, Dating apps are leading the (unwanted) uninstall race, as non-organic users reach 62.4%, and organic users, 57.8%. This represents a 7% gap: the smallest of our list.
Furthermore, an exploratory behavior commonly associated with gaming. Users often try out new games directly from the app store, resulting in a smaller gap between organic and non-organic uninstall rates within the gaming category.
Android uninstall rate in top categories by type (August-September 2024)*
* Within 30 days of an install; the numbers represent the average per app; Android data only because iOS uninstall tracking is limited after iOS 15.
Keeping users is more difficult in developing countries
The data highlights a clear distinction between app uninstall rates in developed and developing countries, with developing countries showing higher rates. These differences in consumer behaviors can be caused by device constraints (the issue of storage for instance), and socio-economic factors.
In detail, uninstall rates are notably high in countries like Bangladesh (65.56%), Nepal (65.27%), and Pakistan (64.58%). In contrast, developed nations like Canada (55.90%), the United States (48.02%), the United Kingdom (47.90%), and Germany (50.91%) exhibit lower uninstall rates, though countries like Spain (52.71%) show slightly higher values within this group. For businesses, understanding these trends can help tailor app features, pricing, and retention strategies to the specific needs of these markets.
Android uninstall rate in the top 40 markets (August-September 2024)*
* Within 30 days of an install; the numbers represent the average per app; Android data only because iOS uninstall tracking is limited after iOS 15.
Beware of Day 1
To pinpoint exactly where users are dropping off and plan optimization more strategically, marketers should also be aware of rates over time.
Data reveals that the majority of uninstalls occur on the first day, likely due to unmet expectations or or false promises.
Clearly, creating a superior onboarding experience through deep linking and well-crafted tutorials is essential.
While all verticals display a similar trend after Day 20, the jump in uninstall rates from Day 1 to Day 2 is particularly pronounced in Dating and Finance categories compared to Shopping and Gaming”
Cumulative Android uninstall rate within 30 days of install by category (August-September 2024)*
* The numbers represent the average per app; Android data only because iOS uninstall tracking is limited after iOS 15
03
Uninstall rate benchmarks
Gaming Android uninstall rates by country/category (August-September 2024) *
* Within 30 days of an install; the numbers represent the average per app; only segments with sufficient scale were displayed
Non-Gaming Android uninstall rates by country/category (August-September 2024) *
* Within 30 days of an install; the numbers represent the average per app; only segments with sufficient scale were displayed
04
KEY TAKEAWAYS
Measure uninstalls
Address the uninstall problem by measuring rates and identifying the reasons, timing, and sources. Implementing uninstall attribution is an essential step toward tackling this issue.
1
2
3
4
5
Prioritize first impressions
Since most uninstalls happen on the first day, nailing the onboarding process becomes paramount. To reduce the uninstall rate within the first day and the first week, focus on creating an experience that builds an immediate and lasting connection with users.
1
2
3
4
5
Deliver on your promises
Avoid exaggerated claims in your campaigns. Overpromising may boost downloads in the short term but risks damaging user trust and your brand’s reputation.
1
2
3
4
5
Inform users before download
Provide effective information about your app by using video ads, playable ads when relevant, and highly descriptive app store pages featuring videos and images. The better users understand your app, the less likely they are to uninstall it.
1
2
3
4
5
Maintain app engagement
Prevent uninstalls by keeping users engaged from the start. Utilize all available channels such as push notifications, email, retargeting, and social media to continuously keep the app top-of-mind. Ensure optimal user experience by avoiding overexposure, carefully timing re-engagement efforts, and implementing deep linking to facilitate a seamless user journey.
1
2
3
4
5
