Mobile App Retention and Latest Statistics on iOS & Android.

When it comes to developing mobile apps, it’s important to look at how they will perform over the long haul so you can maximize your investment. One key aspect of evaluating the success of your mobile project is app retention. We define retention as the percentage of your users who continue using the app, with a focus on just how long it has been since the first day they used it.

Mobile App Retention

                        Courtesy :

You may be curious about how app retention rates compare between iOS and Android devices. We will address this issue later in this post.

It’s convenient to refer to groups of users as cohorts. When we track app retention, we make a point of focusing on which users are most engaged, because they are the most valuable members of the cohort. Keeping track of retention is desirable because it lets you improve how you target potential users. You also want to keep an eye on the number and percentage of in-app purchases your users are making, which is another key characteristic of user engagement.

What Are Users Doing with Your App?

During analysis, you divide up users based on criteria such as what particular device they are using, the segment of the market they represent, the marketing campaign used to attract them. You can also examine such statistics as how often users make purchases or the size of these purchases to better gauge the effectiveness and potential long-term potential of any app.

Armed with this data, you and your team can test different marketing approaches and methods to personalize your interactions with users to see how you can boost their engagement even further as you make improvements to your app.

Analysis is vital to the success of your app, as apps typically do not stay the same. Developers continue to improve apps based on their ongoing analysis and user feedback, fixing bugs and adding features as needed.

You can see that when you perform retention analysis on your app, you will be able to learn what works and what doesn’t work when you make each update. In fact, whenever you put out an updated version, you should check whether the user retention rate has changed either positively or negatively.

Your goal should be to funnel already primed app users to conversions as well as purchases, as part of your plan to maintain user retention over the long run. When your user base is highly engaged with an app that has been thoroughly tested, you stand a better chance of increasing its long-term value and sales.

Longer Usage Rates Equal More Revenue for You

Savvy companies are aware that the longer a person uses your app, the more revenue you stand to make. Unfortunately, people often wind up deleting apps from their device because they quickly become disinterested. You can change this negative trend by making sure that you focus your mobile app marketing campaigns on preserving the lifetime value of each customer, which will always lead to better app development and upgrades.

Mobile app customer retention tends to improve when companies pay attention to the timing of each release of any new content or features, as well as using notifications in an intelligent and well-thought out way to encourage users to return.

By far the biggest way you can boost retention is by developing a superior app from the very beginning that is so compelling that users can’t help but to download it, use it and recommend it to their friends, relatives and coworkers.

Ways to Make Apps More Compelling

  • Use game dynamics (also known as “gamification”) to develop a stronger relationship with your users
  • Test and reward the users of your app to keep them coming back for more
  • Give users the sense that they are becoming more skilled, knowledgeable and even gratified or fulfilled each time they engage with your app

Comparison of App Retention Between iOS and Android Users

Let’s get straight to the point: iOS and Android were having same retention rate (34%) last year according to the last year data from Localytics. But in a shocking move Android has surpassed iOS for mobile app retention in 2014.

App user retention rates grew 22 percent in 2014 since the previous year overall, and Android retention rates went up , according Localytics. Now user app retention is 45% for Android and 35% for iOS (iPhones and iPads)

iOS and Android app retention.

For now, this means that you don’t need to feel that you should exclude one platform based on retention rates. It would be much better for your organization to instead focus on developing the best possible app in the first place and doing tests and releasing updates with an eye toward maximizing user engagement.

Tools Used for Conducting App Retention Analysis

At OpenXcell, our team uses a variety of tools to help analyze app retention:

1. Appsee

Appsee Mobile Analytics 2014

2. Localytics

App Marketing & Analytics - Localytics

3. Apsalar

Mobile App Analytics & Advertising - Apsalar

4. Flurry analytics

Analytics - Flurry

5. Mixpanel

Mixpanel - Mobile Analytics

6. 2014-06-13 16-15-44

7.  Apptentive

In-App Feedback & Rating Prompts - iOS Android & Mac Apps - Apptentive 2014-06-13 16-15-56

Process or Methods to Improve App Retention

After you’ve spent some time considering what app retention rates mean for your business in terms of user engagement and boosting revenue, you’ll want to take steps to improve the retention rate.

Examples of Questions to Ask to Improve Your Analysis:

  • Why did 70% of our customers stop using our app within the first month of use?
  • Why did 10% of our users delete the app after six months of use?
  • Why do 5% of our users continue to use the app after 12 months?

Tips on Improving App Retention:

Build in the ability to provide user feedback right from the app. Make it as easy to communicate with you as it is to use the app itself.

Sometimes developers include a “Feedback” button to click. You can also time pop-ups to prompt feedback periodically. Don’t do this too much, though, or it will look like you are nagging your customers!

Provide validation to your loyal users. When users give you feedback for the app, reward them with an acknowledgement in your update notes.

The professionally trained experts at OpenXcell are focused on helping businesses with app development and we have experience in both iOS and Android. If you want to not only build a great app but also wish to maximize your app retention rate, please feel free to contact us today for assistance.


Jayneel Patel

Jayneel Patel

I am storyteller, marketer, developer, designer, thinker, enabler, rescuer, founder, CEO, whatever you call at OpenXcell and Orderhive. I do whatever best suits to my company. I love facing challenges, driving cars on muddy roads and giving surprises.