Localytics: Application retention has been growing for 4 years in a row

The percentage of applications opened by the user only once this year was 20%. This is 6% less than four years ago, analysts at Localytics said in their latest report.

Moreover, during the same period, the percentage of those programs that were opened 11 or more times increased by 13% and amounted to as much as 40%.

But the most remarkable thing is that this parameter continues to grow steadily for the fourth year in a row.

Analysts attribute this to the fact that every year developers are getting better at understanding the audience of their applications and how to work with it.

It is curious that today Android significantly surpasses iOS in terms of retention. Applications are opened more than 11 times on Android in 45% of cases, on iOS – only in 35% of cases. The percentage of apps opened only once on Android is 16%, and on iOS – as much as 23%.

This demonstrates that in terms of retention, Android apps are more effective today than on iOS.

Most categories show approximately the same percentage of applications that are launched only once. However, there are exceptions – only 9% of users open weather apps only once. Social networks are also frequently accessed – about 11% of refusals.

By the way, in another recent study, Localytics said that there is a 50% chance that you will not return to the mobile game if you do not open it a second time within the first 12 hours after the first launch.

A source: http://www.localytics.com