Paid installations do not increase retention rates

Paid installations lose out to organic when it comes to user retention. The marketing and analytical company AppsFlyer came to such conclusions.

AppsFlyer tracked 450 million installations on iOS and Android between May and July 2015. The study included only those applications that scored at least 5 thousand installations.

The company found that there is a gap between organic installations and paid installations. The retention rates of the first day on Android in the first case were 46% higher. By the seventh day, the difference reached 55%, and by the thirtieth – 156% in favor of organic installations. On iOS, the numbers were slightly different, but the dynamics remained the same. By the thirtieth day, the difference between installations reached 133%.

AppsFlyer also managed to find out that the highest retention of applications provides promotion through Facebook and Twitter. Advertising on Twitter is more popular among Android users than among iOS owners. And Facebook promotes apps equally well on both platforms.

Source: http://get.appsflyer.com

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