Mobile app user retention rate worldwide 2020, by vertical

Not all app categories can boast the same degree of user retention on day 30. While comic apps were reported in August 2020 to have an impressive 33.8 percent day one user retention, the category's retention rate dropped down to 9.3 percent after 30 days from install. News apps managed to retain a double-digit retention rate with 13.3 percent of users still accessing apps in the vertical a month after installation.

Before retention: user acquisition

Gaining new users is fundamental for the healthy growth of a mobile application, and app developers have an array of tools that can be used to expand their audience. As of July 2021, CPI, or cost per install, was the (1265036) most used pricing model for user acquisition campaigns according to app developers worldwide. The cost of acquiring one new install in North America was of 5.28 U.S. dollars, (941273) but driving in-app purchases in the region was more pricey, with a cost of roughly 75 U.S. dollars per user.

The future of in-app advertising

In recent years, subscriptions and in-app purchases have become more popular app monetization practices, with users finally willing to pay for app premium functionalities and services. However, as of August 2021, approximately 38 percent of the apps worldwide generated revenues by including ads. In 2020, video ads were reportedly the most expensive (1265313) type of ads to drive conversions on both iOS and Android apps, while banner ads had a cost per action (CPA) of 36.77 U.S. dollars on iOS, and 10.28 U.S. dollars on Android.