Let's start with a simple truth. No app can retain every single person who installs it.
As a marketer, you should not aim at retaining your every app downloader. Alas, users will come and go, which is absolutely natural. Your mission here is to provide an onboarding and overall user experience that secures a positive impression to retain a certain percentage of each month's new users. This will allow your app to grow steadily and consistently.
So what is a good retention rate for an app? Let’s crunch some numbers. According to an Adjust study
that explored an array of sectors, on Day 1, Android and iOS users showed a solid 26% retention rate. As the days unfolded, Android dropped to 11%, while iOS gracefully settled at 12% on Day 7. By Day 30, both were dancing to the same tune at 6%. Statista supports these findings
, by the way. Their extensive global research indicates that on Day 1, users were embracing the performance at 25.3%, yet by Day 30, the audience dwindled gracefully to 5.7%.
So, what's the underlying wisdom from these numbers? What's a good retention rate for app usage? In short, if you can retain about a quarter of your users on Day 1, you're in a favorable position. But the complete answer is a bit more complex and subject to variables. Remember that app categories vary. Take news apps, for instance. They often shine with an impressive Day 1 retention rate of about 33.1%, well above the norm. In addition to this, there are differences in user retention between Android and iOS, where iOS has a slight upper hand.
Long story short, you need to analyze a multitude of factors before concluding whether your app is performing good or bad, retention-wise. That additionally involves analyzing your competition with Asolytics’ Competitors tool
. It will help you figure out what they are doing that you aren’t. All of this is going to take time and patience, that’s a given. But the results will be immensely rewarding. Now, let’s take a look at the best practices for improving your app’s retention rate.