Majority of App Users Churn Within the First 30 Days Post-Download

September 30, 2015

This article is included in these additional categories:

Digital | Mobile Phone | Tablet

Localytics-Mobile-App-User-Churn-Rate-Sept2015Source: Localytics

    Notes: Some 58% of mobile app users will become inactive within the first 30 days after downloading an app, and three-quarters will churn within the first 3 months, reports Localytics. But churn rates are significantly lower among users who log more sessions in the first days post-download, down to 29% among those who use an app 3 times in the first 3 days after download. Localytics suggests paying close attention to the onboarding experience, targeting new users with remarketing campaigns, and offering a “new friend” promotion via push notification or email.

      Related: Smartphone App Users Spend Half of Their Total App Time With Their Favorite One

        About the Data: Localytics used retention cohort analysis to examine the number of users who were still engaged with the app 30, 60, and 90 days after download. Further, Localytics examined the effect of app engagement specifically in the first 3 days and its overall impact on 30, 60, and 90 day retention. The timeframe for the study was users who downloaded apps in May 2015 and their retention in the subsequent 3 months. The sample is across over 40 million Android and iOS devices.

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