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Data is from the May 2016 Appboy "Spring 2016 Mobile Customer Retention Report." The study is based on more than 300 apps with at least 5,000 monthly active users (MAU), encompassing more than 300 million user profiles worldwide that first used a given app in November-December 2015. Appboy analyzed more than 1 billion app sessions during November 2015-March 2016. Appboy is a provider of mobile app engagement marketing services.