Cheat Sheet

Travel & Lifestyle App Benchmarks H2 2018

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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 Travel & Lifestyle 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. This data is based on app usage for the second half of 2018.

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.

11.7 launches per month

3 minutes, 13 seconds per month

37 minutes, 40 seconds 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.

5.15 launches per week

3 minutes, 14 seconds per week

16 minutes, 38 seconds per week

User Retention:

Average Three Month User Retention and Churn

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

According to our data, 42% of users are still using apps one month after download, meaning 58% of users have churned and are no longer using these apps after one month.

Three Month User Retention & Churn

Average for All Apps

Marketing Stats

Push In-App
Open Rate 7.61% 13.46%
Conversion Rate 1.62% 3.65%
Engagement 2.44 10.71

Push In-App
Open Rate 4.37% 14%
Conversion Rate 0.78% 4.26%
Engagement 1.79 8.13

 

  • 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 first week of receiving the message.

Personalization Stage: Intermediate

Based on our proprietary Stages of Personalization methodology, Travel and Lifestyle apps fall into Stage Two: Intermediate based on high use of behavioral and profile targeting, average use of liquid messaging, average use of A/B testing, and low use of broadcast messaging relative to other industries.

Localytics is the leading mobile engagement platform across more than 2.7 billion devices and 37,000 mobile apps. The timeframe for this data is the second half of 2018.