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Only 5% of mobile app users remain active after 30 days

Only 5% of mobile app users remain active after 30 days

Only 5% of people who download apps are still active on the app after 30 days, according to AppsFlyer.

The firm has released its latest State of App Engagement report, which studies the retention data of apps from the second half of 2016.

The report found that apps see an average of between 10% and 12% day 7 retention, dropping to between 4% and 5% after 30 days.

Fickle gamers

Gamers are the least-engaged users, performing only 6 in-app events across 90 days on average. On top of this, only 2% of downloads convert to paid users, with organic users more likely to spend than non-organic users.

It's not all bad news, however. AppsFlyer found that year-on-year retention rates were up, with iOS user retention rates increasing 9% year-on-year in 2016 overall, and 25% for non-organic users.

North America was also found to be the best region to acquire paying users. 2.25% of iOS users converted to paid users, while 1.3% of Android users converted.


Staff Writer

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Joseph Panella Business Development at Motive Interactive
A lot of this depends on the game itself. Gaming is also one of the most over saturated vertical, with lots of lower quality games. For every Mobile Strike, Candy Crush or Clash of Clans, there are thousands of lower quality games, that are deleted shortly after they are first played.
Vojtěch Svoboda
Which retention model was used?