Cheat Sheet

Overall App Benchmarks H2 2016

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Wondering how your app is performing against others in your industry? Look no further! In this cheat sheet, we’ve provided benchmarks for ALL apps based on our database of more than 37,000 apps. We’ve focused on benchmark data around several key metrics — app engagement, user retention and the impact of a mobile marketing strategy. The data is based on app usage for the second half of 2016.

Monthly App Engagement:

App Launches

Average number of times an individual app is launched per month.

Session Length

Average time spent in an individual app across all sessions per month.

Time In App

Total amount of time spent in apps throughout the month.

13.78 launches per month

4.80 minutes per month

66.14 minutes per month

Weekly App Engagement:

App Launches

Average number of times an individual app is launched per week.

Session Length

Average time spent in an individual app across all sessions per week.

Time In App

Total amount of time spent in apps throughout the week.

5.81 launches per week

4.78 minutes per week

27.78 minutes per week

User Retention:

Average Three Month User Retention and Churn

Retention measures the percent of users who return to an app one month, two months, and three months after the app is downloaded. Churn is the opposite; it measures the percentage of people who do not return to an app one month, two months, and three months after download.

According to our data, 36% of users are still using apps one month after they downloaded it, meaning 64% of users have churned and are no longer using the app one month after they downloaded it.

Three Month User Retention & Churn

Average for All Apps

Average User Retention by # of Sessions

User retention can also be measured by number of sessions. The more sessions a user has, the more likely they are to become a loyal user.

23% of users only use apps once, while 39% of users return to the app for 11 or more sessions.

Marketing Stats

Open Rate Conversion Rate Engagement
Push  7%  1.65% 3.44
In-App  8% 3.1%

Open Rate Conversion Rate Engagement
Push  2%  0.5% 2.51
In-App  11%  4.2%

 

  • Open Rate is measured as the percent of users who clicked on the message within the first day of receiving it.
  • Conversion Rate is measured as the percent of users who clicked on the message and then fulfilled the desired conversion event within the first day of receiving the message.
  • Engagement is measured as the average number of sessions recipients of the message had within the the first week of receiving the message.

Localytics is the leading mobile engagement platform across more than 2.7 billion devices and 37,000 mobile and web apps. The timeframe for this data is for the second half of 2016.