Cheat Sheet

United States Benchmarks H1 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 Users in the United States 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 first half of 2016.

General App Stats:

Use these stats to help define your mobile strategy’s focus – should you be focusing on Android or  iOS, or on the smaller screen of a phone versus the large screen of a tablet?

Percent of Users

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.

11.73 launches per month

5.37 minutes per month

62.99 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.

5.64 launches per week

5.36 launches per week

30.23 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, 40% of users are still using apps one month after they downloaded it, meaning 60% of users have churned and are no longer using the app one month after they downloaded it.

Three Month User Retention & Churn

Average for United States Users

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.

21% of users only use apps once, while 42% of users return to the app for 11 or more sessions.

User Retention by # of Sessions

Average for United States Users

Marketing Stats


Average Click Rates

Push Notifications
7%
In-App Messages
18%

  

*NOTE: The following analysis used iOS push enabled users only, as all Android users are opted into push when they download the app we felt just using iOS users better represents the impact push messages can have.
Average Number of Sessions for Users who Opened a Push Message vs. Those Who Didn’t:

Sessions measures the average number of times a user visits an app. In this version, we’re comparing the average number of sessions for users who have opened a push message vs users who have not.

Users who have opened a push average 82more monthly sessions compared to users who have not engaged with a push message.

Average Number of Sessions for

Users who Opened a Push Message vs. Those Who Didn’t:

Average for United States Users

Average Three Month Retention for Users who Enable Push vs. Those Who Don’t:

Retention measures the amount of users who return to an app one month, two months, and three months after they downloaded the app. In this version, we’re comparing users who have push notifications enabled versus those who have disabled push.

63% of push-enabled users return to the app one month after they downloaded it, while only 26% of users who did not have push notifications enabled returned in the same time period. By the third month after download, 41% of push enabled users are still using the app, while only 18% of users who have disabled push are still using the app.

3 Month Retention for
Push Enabled vs. Push Disabled Users

Average for United States Users

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 first half of 2016.