Report: App Retention Drops Sharply After First Day

Tuesday May 31st 2016 by Developer.com Staff
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Only 25 percent of users will open an app the day after they download it.

Mobile marketing automation vendor Appboy has published its "Spring 2016 Mobile Customer Retention Report," which holds some disheartening news for the mobile development industry. The study found that only 25 percent of users will open an app the day after they download it, and by day 7, app retention falls to 11 percent.

Interestingly, Android apps have slightly higher retention rates than iOS apps: 27 percent for Android and 23 percent for iOS on day 1, and 13 percent for Android and 11 percent for iOS on day 7.

"Understanding your app's retention rate and how it stacks up to the benchmark rates seen in your vertical and across the larger mobile ecosystem is an essential part of optimizing your customer engagement and retention strategy," said the report. A"fter all, it's hard to get where you have to go if you don't know where you currently are or where you need to be."

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