Cheat Sheet

Retail & eCommerce App Benchmarks H1 2016

Benchmarks for Retail & eCommerce Apps for H1 2016.

Wondering how your app is performing against others in your industry? Look no further! In this cheat sheet, we’ve provided benchmarks for Retail & eCommerce 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 2016.

General App Stats

Use these stats to help define your mobile strategy’s focus – should you be focusing on Android or iOS, or on the smaller screen of a phone versus the large screen of a tablet?

Percent of Users

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.

11.4 launches per month

3.39 minutes per month

38.65 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.

5.49 launches per week

3.38 minutes per week

18.56 minutes 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, 36% of users are still using apps one month after they downloaded it, meaning 64% of users have churned and are no longer using the app one month after they downloaded it.

Three Month User Retention & Churn

Average for Retail & eCommerce Apps

Average User Retention by # of Sessions

User retention can also be measured by number of sessions. The more sessions a user has, the more likely they are to become a loyal user.

20% of users only use apps once, while 37% of users return to the app for 11 or more sessions.

User Retention by # of Sessions

Average for Retail & eCommerce Apps

Marketing Stats

Push Notifications
14%
In-App Messages
16%

*NOTE: The following analysis used iOS push enabled users only, as all Android users are opted into push when they download the app we felt just using iOS users better represents the impact push messages can have.

Average Number of Sessions for Users who Opened a Push Message vs. Those Who Didn’t

Sessions measures the average number of times a user visits an app. In this version, we’re comparing the average number of sessions for users who have opened a push message vs users who have not.

Users who have opened a push average 100% more monthly sessions compared to users who have not engaged with a push message.

Average Number of Sessions for Users who Opened a Push Message vs. Those Who Didn’t

Average for Retail & eCommerce Apps

Average Three Month Retention for Users who Enable Push vs. Those Who Don’t

Retention measures the amount of users who return to an app one month, two months, and three months after they downloaded the app. In this version, we’re comparing users who have push notifications enabled versus those who have disabled push.

59% of push-enabled users return to the app one month after they downloaded it, while only 14% of users who did not have push notifications enabled returned in the same time period. By the third month after download, 38% of push enabled users are still using the app, while only 9% of users who have disabled push are still using the app.

3 Month Retention for Push Enabled vs. Push Disabled Users

Average for Retail & eCommerce Apps

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 2016.