Travel & Lifestyle App Benchmarks 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 Travel & Lifestyle 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. This 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.
11.89 launches per month	3 minutes, 19 seconds per month	39 minutes, 36 seconds 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.
5.39 launches per week	3 minutes, 19 seconds per week	17 minutes, 58 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, 47% of users are still using apps one month after they downloaded it, meaning 53% 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

Marketing Stats

	Push	In-App
Open Rate	7.10%	8.10%
Conversion Rate	0.94%	4.90%
Engagement	2.79	10.10

	Push	In-App
Open Rate	3.70%	14%
Conversion Rate	0.46%	4.90%
Engagement	1.90	7.51

• 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.

Push Campaign Lift Metrics

Daily retention measures the percent of users who continue to use an app, while daily engagement measures the number of app launches per user within one, three, and seven days of push receipt. Lift measures the increase in these metrics compared to users who do not receive pushes. Users are 46% more likely to use an app for one day if they receive a push than if they don’t. Those users launch apps 34% more within one day than users who didn’t receive pushes.

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.