According to the latest Nielsen research, users spend 84% of their time on smartphones in the five non-native apps in the store. But with competition growing among mobile apps, marketers can’t rely on installs and ratings to push them as high as possible in the stores. As it turns out, it’s pretty hard to acquire new users when you’re the biggest and best in the app category, so publishers have turned to user retention.
Here are a few facts you should know about mobile marketing to get started on your user retention journey.
The dark side of app retention
Is no secret at this point, but it is nonetheless extremely important. Average retention rates may seem discouraging at first glance, but trust me – it is a surefire way to improve metrics in the long run.
According to Appboy research, only 25% of users return to india car owner data your app the day after the initial install. And Leanplum metrics say that 80% of users will leave your app after the first day of use, which proves the first statement to be true. And at day 90, such research says that the retention rate drops to 1.90%. While the average cost per install (CPI) is about $2, which puts these user retention statistics in a new light.
To put these numbers into perspective
let’s look at the TV show Silicon Valley. There’s a scene where the show’s characters notice that their app has reached 500,000 downloads, but they only have 19,000 daily users. That means qatar numbers they have a 3.8% retention rate, which is above average. That means that by spending $2 per install, they’d be spending $1 million, and $962,000 of that money would be wasted on users who never came back.
For mobile marketers working on large-scale user acquisition campaigns, these statistics may seem daunting. But it’s never too late to invest in a user retention strategy to complement your overall user acquisition process.
Push notifications retain users better
Another mobile marketing secret? Push notifications have a 8 online business marketing strategies to free up turnover big Only a small percentage impact on retention. Marketing Land reports that sending push notifications, both personalized and non-personalized, increases retention by 180% over a 90-day period, while eMarketer has compiled data that shows a 250% increase over the same period. The numbers vary, of course, but the trend is the same – push notifications do indeed significantly increase retention, and personalized notifications take it a step further.