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Konstantin Khalyushev
ENRUESPT

Retention

Day 30 install retention

Of everyone who installed, the share still opening the app on day 30. This counts app opens, not payments — it is not subscriber retention.

The most misquoted benchmark in mobile. This is app usage by installers. It is not subscriber survival, and the two differ by more than an order of magnitude in some categories.

Denominator
installs
Cohort
an install cohort
Time horizon
day 30
Sources
2
Observations
18

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Can these be compared?

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

These observations cannot be combined into one figure, so they are shown separately. Different platforms: cross-platform vs iOS.

Adjust — Insights into what makes a good mobile app retention rate 2024

Published 2024-04-16 · 8 observations

Sample
Adjust's measurement data across its client apps, all verticals combined for the platform figures and broken out by vertical and region elsewhere. The published article does not state a sample size.
How it is aggregated
Stated as median retention rates across verticals for the overall and platform figures. Vertical breakdowns are described in the article as 'average', so the statistic is not consistent throughout.
Measurement period
Not stated in the published article.
Denominator
installs

7%

Median

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Stated as the median across all verticals combined, broken out by platform. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Overall, retention rates across all platforms and verticals drop to 26% on day 1. By day 7, they hit 13%, and by day 14, they sit at 10%. At the end of the 30 days, the rate settles at 7%.”

Adjust — Insights into what makes a good mobile app retention rate 2024Published 2024-04-16What is a good retention rate? · All platforms and verticals

8%

Median

  • iOS

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“iOS shows higher retention rates, with 27% on day 1, 14% on day 7, and 11% on day 14. By day 30, iOS maintains an 8% retention rate.”

Adjust — Insights into what makes a good mobile app retention rate 2024Published 2024-04-16What is a good retention rate? · iOS

6%

Median

  • Android

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“The decline is slightly more pronounced for Android users, with a 24% retention rate on day 1, 11% on day 7, and 8% by day 14. By day 30, the Android retention rate is 6%.”

Adjust — Insights into what makes a good mobile app retention rate 2024Published 2024-04-16What is a good retention rate? · Android

6%

Median

  • APAC

Evidence One of sample, statistic or definition is missing or ambiguous.

Methodology
Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“By day 30, retention rates stabilize with APAC and Europe at 6%, LATAM and North America at 5%, and MENA showing the most significant drop to 4%.”

Adjust — Insights into what makes a good mobile app retention rate 2024Published 2024-04-16Retention rates by region · Day 30

6%

Median

  • Europe

Evidence One of sample, statistic or definition is missing or ambiguous.

Methodology
Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“By day 30, retention rates stabilize with APAC and Europe at 6%, LATAM and North America at 5%, and MENA showing the most significant drop to 4%.”

Adjust — Insights into what makes a good mobile app retention rate 2024Published 2024-04-16Retention rates by region · Day 30

5%

Median

  • LATAM

Evidence One of sample, statistic or definition is missing or ambiguous.

Methodology
Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“By day 30, retention rates stabilize with APAC and Europe at 6%, LATAM and North America at 5%, and MENA showing the most significant drop to 4%.”

Adjust — Insights into what makes a good mobile app retention rate 2024Published 2024-04-16Retention rates by region · Day 30

5%

Median

  • North America

Evidence One of sample, statistic or definition is missing or ambiguous.

Methodology
Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“By day 30, retention rates stabilize with APAC and Europe at 6%, LATAM and North America at 5%, and MENA showing the most significant drop to 4%.”

Adjust — Insights into what makes a good mobile app retention rate 2024Published 2024-04-16Retention rates by region · Day 30

4%

Median

  • MENA

Evidence One of sample, statistic or definition is missing or ambiguous.

Methodology
Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“By day 30, retention rates stabilize with APAC and Europe at 6%, LATAM and North America at 5%, and MENA showing the most significant drop to 4%.”

Adjust — Insights into what makes a good mobile app retention rate 2024Published 2024-04-16Retention rates by region · Day 30

Adjust — Mobile app retention benchmarks for 2023 2023

Published 2023-01-01 · 10 observations

Sample
Adjust measurement data covering calendar year 2022, reported globally and by region and vertical. No sample size stated.
How it is aggregated
Explicitly stated as median global retention rates, with 2021 medians given for comparison.
Measurement period
Calendar year 2022.
Denominator
installs

6%

Median

  • Calendar year 2022

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Explicitly stated as median global retention rates for calendar year 2022. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Day 1, Day 14, and Day 30 all saw a percentage drop of 1%, revealing median 2022 global retention rates to be 25%, 9%, and 6%, respectively.”

Adjust — Mobile app retention benchmarks for 2023 2023Published 2023-01-012022 global retention rates

9%

Median

  • Fintech
  • Calendar year 2022

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Explicitly stated as median global retention rates for calendar year 2022. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Fintech and lifestyle apps led in 2022, with Day 30 retention rates of 9%, followed by health & fitness and social apps, both with a rate of 7%. In third place is gaming, with a Day 30 retention rate of 6%, then e-commerce at 5%, with travel, food & drink, and hyper casual bringing up the rear at 4%, 3%, and 2% retention rates, respectively.”

Adjust — Mobile app retention benchmarks for 2023 2023Published 2023-01-012022 Day 30 retention by vertical

9%

Median

  • Lifestyle
  • Calendar year 2022

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Explicitly stated as median global retention rates for calendar year 2022. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Fintech and lifestyle apps led in 2022, with Day 30 retention rates of 9%, followed by health & fitness and social apps, both with a rate of 7%. In third place is gaming, with a Day 30 retention rate of 6%, then e-commerce at 5%, with travel, food & drink, and hyper casual bringing up the rear at 4%, 3%, and 2% retention rates, respectively.”

Adjust — Mobile app retention benchmarks for 2023 2023Published 2023-01-012022 Day 30 retention by vertical

7%

Median

  • Health & Fitness
  • Calendar year 2022

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Explicitly stated as median global retention rates for calendar year 2022. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Fintech and lifestyle apps led in 2022, with Day 30 retention rates of 9%, followed by health & fitness and social apps, both with a rate of 7%. In third place is gaming, with a Day 30 retention rate of 6%, then e-commerce at 5%, with travel, food & drink, and hyper casual bringing up the rear at 4%, 3%, and 2% retention rates, respectively.”

Adjust — Mobile app retention benchmarks for 2023 2023Published 2023-01-012022 Day 30 retention by vertical

7%

Median

  • Social
  • Calendar year 2022

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Explicitly stated as median global retention rates for calendar year 2022. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Fintech and lifestyle apps led in 2022, with Day 30 retention rates of 9%, followed by health & fitness and social apps, both with a rate of 7%. In third place is gaming, with a Day 30 retention rate of 6%, then e-commerce at 5%, with travel, food & drink, and hyper casual bringing up the rear at 4%, 3%, and 2% retention rates, respectively.”

Adjust — Mobile app retention benchmarks for 2023 2023Published 2023-01-012022 Day 30 retention by vertical

6%

Median

  • Gaming
  • Calendar year 2022

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Explicitly stated as median global retention rates for calendar year 2022. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Fintech and lifestyle apps led in 2022, with Day 30 retention rates of 9%, followed by health & fitness and social apps, both with a rate of 7%. In third place is gaming, with a Day 30 retention rate of 6%, then e-commerce at 5%, with travel, food & drink, and hyper casual bringing up the rear at 4%, 3%, and 2% retention rates, respectively.”

Adjust — Mobile app retention benchmarks for 2023 2023Published 2023-01-012022 Day 30 retention by vertical

5%

Median

  • Ecommerce
  • Calendar year 2022

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Explicitly stated as median global retention rates for calendar year 2022. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Fintech and lifestyle apps led in 2022, with Day 30 retention rates of 9%, followed by health & fitness and social apps, both with a rate of 7%. In third place is gaming, with a Day 30 retention rate of 6%, then e-commerce at 5%, with travel, food & drink, and hyper casual bringing up the rear at 4%, 3%, and 2% retention rates, respectively.”

Adjust — Mobile app retention benchmarks for 2023 2023Published 2023-01-012022 Day 30 retention by vertical

4%

Median

  • Travel
  • Calendar year 2022

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Explicitly stated as median global retention rates for calendar year 2022. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Fintech and lifestyle apps led in 2022, with Day 30 retention rates of 9%, followed by health & fitness and social apps, both with a rate of 7%. In third place is gaming, with a Day 30 retention rate of 6%, then e-commerce at 5%, with travel, food & drink, and hyper casual bringing up the rear at 4%, 3%, and 2% retention rates, respectively.”

Adjust — Mobile app retention benchmarks for 2023 2023Published 2023-01-012022 Day 30 retention by vertical

3%

Median

  • Food & Drink
  • Calendar year 2022

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Explicitly stated as median global retention rates for calendar year 2022. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Fintech and lifestyle apps led in 2022, with Day 30 retention rates of 9%, followed by health & fitness and social apps, both with a rate of 7%. In third place is gaming, with a Day 30 retention rate of 6%, then e-commerce at 5%, with travel, food & drink, and hyper casual bringing up the rear at 4%, 3%, and 2% retention rates, respectively.”

Adjust — Mobile app retention benchmarks for 2023 2023Published 2023-01-012022 Day 30 retention by vertical

2%

Median

  • Hyper casual
  • Calendar year 2022

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Explicitly stated as median global retention rates for calendar year 2022. Adjust defines a 'day' as a rolling 24-hour period measured from install, not a calendar day. Tools that bucket by calendar date read slightly lower.
As published
“Fintech and lifestyle apps led in 2022, with Day 30 retention rates of 9%, followed by health & fitness and social apps, both with a rate of 7%. In third place is gaming, with a Day 30 retention rate of 6%, then e-commerce at 5%, with travel, food & drink, and hyper casual bringing up the rear at 4%, 3%, and 2% retention rates, respectively.”

Adjust — Mobile app retention benchmarks for 2023 2023Published 2023-01-012022 Day 30 retention by vertical

Pairwise comparability

The verdict below is produced by a fixed set of rules, not a model. It looks at the metric definition, the denominator, the cohort, the statistic, the segment, the dataset and the publication dates, and reports every reason it found.

Adjust 2024 7%Adjust 2023 6%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different sub-segments: not broken out vs calendar year 2022.
  • Different aggregation methods. Adjust 2024: medians across verticals, averages for the vertical cuts. Adjust 2023: medians across verticals.

Adjust 2024 7%Adjust 2023 9%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: not broken out vs Fintech. An all-categories figure is not a substitute for the category you are in.
  • Different sub-segments: not broken out vs calendar year 2022.
  • Different aggregation methods. Adjust 2024: medians across verticals, averages for the vertical cuts. Adjust 2023: medians across verticals.

Adjust 2024 7%Adjust 2023 9%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: not broken out vs Lifestyle. An all-categories figure is not a substitute for the category you are in.
  • Different sub-segments: not broken out vs calendar year 2022.
  • Different aggregation methods. Adjust 2024: medians across verticals, averages for the vertical cuts. Adjust 2023: medians across verticals.

Adjust 2024 7%Adjust 2023 7%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: not broken out vs Health & Fitness. An all-categories figure is not a substitute for the category you are in.
  • Different sub-segments: not broken out vs calendar year 2022.
  • Different aggregation methods. Adjust 2024: medians across verticals, averages for the vertical cuts. Adjust 2023: medians across verticals.

Adjust 2024 7%Adjust 2023 7%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: not broken out vs Social. An all-categories figure is not a substitute for the category you are in.
  • Different sub-segments: not broken out vs calendar year 2022.
  • Different aggregation methods. Adjust 2024: medians across verticals, averages for the vertical cuts. Adjust 2023: medians across verticals.

Adjust 2024 7%Adjust 2023 6%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: not broken out vs Gaming. An all-categories figure is not a substitute for the category you are in.
  • Different sub-segments: not broken out vs calendar year 2022.
  • Different aggregation methods. Adjust 2024: medians across verticals, averages for the vertical cuts. Adjust 2023: medians across verticals.

Adjust 2024 7%Adjust 2023 5%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: not broken out vs Ecommerce. An all-categories figure is not a substitute for the category you are in.
  • Different sub-segments: not broken out vs calendar year 2022.
  • Different aggregation methods. Adjust 2024: medians across verticals, averages for the vertical cuts. Adjust 2023: medians across verticals.

Adjust 2024 7%Adjust 2023 4%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: not broken out vs Travel. An all-categories figure is not a substitute for the category you are in.
  • Different sub-segments: not broken out vs calendar year 2022.
  • Different aggregation methods. Adjust 2024: medians across verticals, averages for the vertical cuts. Adjust 2023: medians across verticals.

Related metrics

RetentionCompare your productMethodology and sourcesAll benchmarks