Localytics: Current app retention rate has risen to 38%

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Users used to be very picky about apps, but now they are more engaged in them than ever before. Personalized messaging, unobtrusive ads, rich content, and a host of other features are key elements to a great user experience.

Localytics released new data on app user retention and abandonment rates. Retention rate refers to the percentage of users who return to the app more than 10 times, while abandonment rate refers to the percentage of users who abandon the app after one session.

App abandonment is declining

Currently, 21% of users abandon an app after using it once. This number is a big jump from 2015, when the abandonment rate was 25%. However, the fact that 1 in 5 users never launch an app again after a single session is still concerning.

With app abandonment rates down 1 percentage point since 2012, now stable at 21%, still slightly above 2014 levels, keeping users engaged remains difficult.

Retention rates are improving dramatically

As app abandonment rates have changed, app retention has improved significantly: 38% of users now launch the app more than 10 times, compared to 37% in 2017. This number is down from 39% in 2014, but has been on an upward trend since 2012, when it was only 31%.

iOS experience keeps users coming back

The abandonment rate for iOS apps has dropped from 26% in 2015 to 19% in 2018, while retention has increased from 32% to 38%.

As long as Apple maintains a strict culture around app design and engagement, including prohibiting automatic push opt-ins, iOS retention will likely continue to increase.

Having options is essential to staying in shape

Users who opt in to push are more likely to stay in the app. If push is enabled, only 8% of users abandon the app after the first session. Since iOS users don’t automatically enable in-app push, this number rises to 11% in the second session. The retention rate for users who opt in to push is close to 50%, which shows the importance of convincing users to join.

Targeted push

Targeted advertising is an important part of app marketing. Marketers who use profile and behavioral data to segment their audiences can see better push engagement.

Apps that sent targeted ads had a retention rate of 39%, while apps that sent broadcasts had a retention rate of 21%.

199IT.com Originally compiled from: Localytics. Please do not reprint without authorization