Mobile App Engagement Performance Metrics Worldwide: Abandonment vs. Retention Rates, 2012-2018 (% of total users on Localytics platform)
Localytics shows that in 2018, 21% of global app users only opened a new app only once. Retention rates among global app users who launched a new app 11+ times grew from 31% in 2012 to 38% in 2018.
Data is from an April 2018 Localytics analysis based on more than 37,000 mobile/web apps using Localytics software across more than 2.7 billion devices worldwide. The timeframe of the data was May 1, 2017-February 28, 2018. Localytics is a marketing and analytics platform for mobile and web apps.