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EMARKETER

Mobile app onboarding boosts user retention

Article by Emmy Liederman  |  Jun 11, 2025
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Mobile app onboarding boosts user retention
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Topics
Mobile Apps
Mobile Users
Digital Transformation
Worldwide
Day 2 Activation Rates for Mobile Apps With Onboarding Campaigns vs. Total Mobile Apps Worldwide, Q1 2023-Q2 2024
E-Mail ChartDownload

Key stat: 20% of users who downloaded mobile apps with onboarding campaigns in Q2 2024 returned to the app the next day, compared to just 16% across all apps, according to data from Airship.

Beyond the chart:

  • Mobile apps with onboarding campaigns saw a 24% engagement score, compared to 17% across all apps in Q2 2024, per the Airship data.
  • Mobile commerce will account for more than half of ecommerce sales in 2028, per a May EMARKETER forecast.

Use this chart: Marketers can use this chart to justify investment in onboarding strategies, like personalized tutorials and timely push notifications, to improve early user retention.

Related EMARKETER reports:

Methodology: Data is from Airship benchmarks between January 2023 and June 2024. Apps with more than 100,000 monthly active users are included in the overall average. Apps running in-app onboarding campaigns are included in the onboarding group.

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