Global Android retention down 10% as iOS retention remains stable -AppsFlyer

Global Android Day 30 retention rates dropped 10% while iOS rates remained almost unchanged in the third quarter of 2022, according to a new report from AppsFlyer.

Per report, Android Day 1-30 retention rates have seen a continuous decline for the last three years in a row. The average Day 14 rate, for example, was 4.3% in Q3 2022, down 6.5% from the same period of the last year. Furthermore, there was a sharper decline in Day 30 retention rate, which decreased 10.3%.

According to AppsFlyer, this could be a result of the rising competition in the Android ecosystem that encourages users to try different apps instead of sticking with a particular app.

Meanwhile, iOS retention rates have remained relatively much more stable since 2020. The average Day 14 rate was 6.7% in Q3 2022, down only 1.5% Y/Y. Day 30 retention rate dropped from last year’s 4.5% to 4.3%. 

News category had the highest Day 30 retention rate in this year’s third quarter with 11.3%, likely due to users returning to these apps to follow up with the latest developments from around the world.

In addition, Business retention grew 10.9%, Health & Fitness grew 15.6%, Music went up 8.6%, and Education rose 15.6% between Q3 2020 – Q3 2022.

Meanwhile, categories that saw sharp declines during the same period include Photography (-31.8%), Finance (-23.3%), Gaming (-20%), Productivity (-20%), Entertainment (-16.7%), Social (-15.2%), Shopping (-12.3%) and Travel (-11.8%).

The report also revealed the countries with the highest and lowest Day 30 retention rates. While the average rate is 2% or less in developing countries like China, Brazil, Vietnam and India, it’s above 3% in developed countries like Japan, the US, the UK, Canada and Australia.

According to AppsFlyer, the reason behind the lower rates in developing countries could be that users in these markets usually tend to chase discounts and constantly switch to other apps offering better deals.

Written by Sophie Blake


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