Day 7 install retention

13%

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 2024-04-16·What is a good retention rate? · All platforms and verticals

14%

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 2024-04-16·What is a good retention rate? · iOS

11%

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 2024-04-16·What is a good retention rate? · Android