However, we can combine data from research studies to get a solid figure. In a study of more than 1,000 apps on iOS and Android, Statista found that the average day-one retention rate is 25.3%

July 23, 2025 - Japan had the highest 30 day retention rate, China had the lowest at 1.5% To access this content please sign up to Business of Apps.

... Although exact benchmarks vary by industry, mobile apps on average have a 30-day Retention Rate of 42% and a 90-day Retention Rate of 25%. The average 30-day rate broken down by industry ranges from 27% to 43%, but for higher performing ...

AppsFlyer. "Retention rate on day 30 of mobile app installs worldwide in 3rd quarter 2023, by category." Chart. January 2, 2024. Statista. Accessed January 07, 2025.

1 month ago - For example, let’s say you want to measure one-month retention. On July 1 (or any date at least 30 days ago), 1,000 users installed your app. Then, you check how many of them opened the app on July 30. If 350 users did, your retention rate for that period is: 350 ÷ 1,000 × 100% = 35%.

December 22, 2024 - But this is common with mobile apps, as the average app loses 77% of daily active users just three days after installation, according to a study done by Business of Apps. Fortunately, mobile app retention benchmarks help product teams assess ...

April 9, 2025 - For instance, if 100 users installed your app and 40 remain active after 30 days, your retention rate is 40%. The higher the retention rate, the more likely your app is to provide value that keeps users returning.

June 24, 2022 - Comparing data from across several verticals, an Adjust study found out that Day 1 retention was 26% on Android and iOS, dropping to 11% on Android and 12% on iOS on Day 7 before averaging 6% for both Android and iOS by Day 30.

But 45 seconds in, you’re met with permission requests, clunky tutorials, and a sign-up form longer than your tax return. Delete. That’s Day 1 in the wild. Brutal. Uninstall-happy. In 2025, the average Day 1 retention rate sits around 25–30%. ...

January 29, 2025 - 11.82% of iOS users purchase apps compared to 5.76% of Android users. (Statista, 2018*) iOS app retention rates are 1% to 3% higher than those of Android apps.

August 12, 2022 - Getting users to download an app is one thing, but getting them to keep coming back is another challenge entirely. In 2019, only 32% of users returned to an app 11 times or more. Across all categories, retention rates drop dramatically around ...

According to the 2021 Statista research, the average retention rate across different categories on the day of app installation is 25.3%. This means around a quarter of users keep using the app on the first day.

The formula for calculating the user retention rate is: ... Another important factor in calculating the app retention rate is cohort analysis. Since cohort analysis focuses on the performance within a given period, it is an effective tool for monitoring user activity and stickiness.

May 13, 2025 - It is worth noting that the general ranking of categories driving the highest retention rates remains unchanged on both platforms: News & Magazines, Business, Transportation, and Shopping continue to lead in retention. * Minimum of 50k global installs per app, per quarter in question; average excludes statistical outliers

For example, if customers first downloaded your app on 100 devices on May 1, and 20 devices remain active, with at least one session, on May 8, the retention rate is 20% (20 of 100 devices).

Shopping apps average a Day 1 retention rate of 24.5%, slightly below the global benchmark. This means try-on apps in the fashion or beauty sector have a narrow window to showcase value.

October 22, 2025 - Amazon (US), Shopee (Singapore), and Temu lead in MAU. [State of Mobile 2024] Games, as a whole, saw retention decrease from 28% to 27% for Day 1 between 2023 and 2024. Day 7 (13%) and Day 30 (5%) rates remained the same.

App retention rate is the percentage of users who continue engaging with an app over time. This app metric is typically measured at 30 days, 7 days, and 1 day after users first install the app.

September 28, 2024 - Download the full report to view retention rates for other app categories

July 7, 2025 - Product teams should base the period length on where they see drop-offs in returning users. For example, according to research by Mixpanel, most apps and software have a 6-20% eight-week retention rate depending on their industry.