Cheat Sheet

Overall App Benchmarks H1 2018

Benchmarks for all apps for H1 2018.

Wondering how your app is performing against others in your industry? Look no further! In this cheat sheet, we’ve provided benchmarks for ALL apps based on our database of more than 37,000 apps. We’ve focused on benchmark data around several key metrics — app engagement, user retention, and the impact of a mobile marketing strategy. The data is based on app usage for the first half of 2018.

Monthly App Engagement

App Launches	Session Length	Time In App
Average number of times an individual app is launched per month.	Average time spent in an individual app across all sessions per month.	Total amount of time spent in apps throughout the month.
13.7 launches per month	4 minutes, 33 seconds per month	1 hour, 2 minutes per month

Weekly App Engagement

App Launches	Session Length	Time In App
Average number of times an individual app is launched per week.	Average time spent in an individual app across all sessions per week.	Total amount of time spent in apps throughout the week.
6.06 launches per week	4 minutes, 32 seconds per week	27 minutes, 31 seconds per week

User Retention

Average Three Month User Retention and Churn

Retention measures the percent of users who return to an app one month, two months, and three months after the app is downloaded. Churn is the opposite; it measures the percentage of people who do not return to an app one month, two months, and three months after download.

According to our data, 45% of users are still using apps one month after they downloaded it, meaning 55% of users have churned and are no longer using the app one month after they downloaded it.

Three Month User Retention & Churn

Average for All Apps

14 Day User Retention

Retention can also be measured by how many users return to an app a specified number of days after download.

According to our data, 27.6% of users revisit apps one day after download, while 11.4% of users revisit apps 2 weeks after download.

Day User Retention

Average for All Apps

Marketing Stats

	Push	In-App
Open Rate	4.6%	9.5%
Conversion Rate	1.4%	3.6%
Engagement	2.85	10.1

	Push	In-App
Open Rate	3%	15%
Conversion Rate	0.53%	4.8%
Engagement	3.2	15.4

Open Rate is measured as the percent of users who clicked on the message within the first day of receiving it.
Conversion Rate is measured as the percent of users who clicked on the message and then fulfilled the desired conversion event within the first day of receiving the message.
Engagement is measured as the average number of sessions recipients of the message
had within the first week of receiving the message.

Localytics is the leading mobile engagement platform across more than 2.7 billion devices and 37,000 mobile and web apps. The timeframe for this data is for the first half of 2018.