The uninstall threat: 2020 app uninstall benchmarks



What’s inside

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: almost 1 in every 2 apps installed are 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 $33,000 a month in 2019 due to uninstalls.

The extent of financial damage should serve as a wake-up call to app marketers who are not measuring or optimizing this key metric. 

Finance apps, with their high volume of average uninstalls and a high cost of media, have lost a whopping $100,000 a month. Utility apps only lost a quarter of that but only because their cost per install is extremely low, so even if the volume is significant, the financial damage is lessened.  

Wondering about the 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 apps are recognizing this reality and making efforts to improve their uninstall analytics. In fact, since releasing uninstall attribution in July 2016, we’ve seen a constant increase in the share of apps measuring this metric.

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

  • Uninstall rates per vertical, GEO, platform, and install type
  • Cumulative uninstall rate in the first 30 days, per country, and by vertical

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