By David Kirkpatrick

  • Appboy conducted research on more than 300 global apps on its platform and found that less than 25% of users return to apps the day after first using the app.
  • On top of that, retention dropped to 11% by the end of the first week, although Android apps slightly outperform iOS apps initially while retention converges for both mobile devices over time.
  • Mark Ghermezian, CEO of Appboy, told Marketing Dive, “There is not retention story that fits every vertical or business model. Each sees unique user retention trends.” Meaning that marketers in any business can test and optimize their own apps to possibly improve retention rates.

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