Key stat: The day 30 worldwide activation rate among identified users for news and magazines apps is 27.8%, compared with 10.8% of anonymous devices, according to a June 2025 report from Airship.

Beyond the chart:

• 65% of Americans have at least one paid mobile app subscription, per a July YouGov survey.
• 30% of US loyalty members use a brand’s mobile app to sign up for their loyalty program, per a June EY report.

Use this chart: Marketers and retailers can use this chart to prioritize account creation strategies, like loyalty program sign-ups, to boost app retention.

Related EMARKETER reports:

• US Mobile Advertising Forecast and Trends 2025 (EMARKETER subscription required)
• US Time Spent vs. Ad Spending 2025 (EMARKETER subscription required)

Methodology: Data is from Airship benchmarks between October 2022-June 2025. Apps with more than 100K monthly active users are included in the overall average. Apps that use device sign-in/sign-up are included in the identified users group.