Global mobile app three month user retention and churn 2018

As of the second half of 2018, 43 percent of global mobile users were still using apps one month after they had downloaded them. The average three-month user retention rate of mobile apps worldwide stood at 29 percent with a 71 percent churn rate.

App user retention
/br> The worldwide app retention rate stood at 32 percent in 2019, meaning that almost a third of app users returned to an application eleven times or more. This is a drop from the 38 percent retention rate in 2018. The global app abandonment rate in 2019 was 25 percent, meaning that 25 percent of users abandoned an app after only using it once. However, not all apps are created equally in terms of user engagement – overall, retail apps were opened an average of 8.76 times per month, whereas media and entertainment apps had over 16 monthly launches. As of the second half of 2018, the average number of app launches across all verticals was 13 opens per month. In 2018, mid-core games had the highest Growth Index score with rating of 18.53. This, according to the source, is due to the growth of battle royale and MOBA games such as Fortnite. Other app verticals with significant increases in growth and engagement increases included ride-hail and taxi apps and sports games as well as video and streaming apps.

Average three month user retention and churn rate of mobile apps worldwide as of 2nd half 2018

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Release date

April 2019



Survey time period

H2 2018

Number of respondents

37,000 respondents

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Statistics on "Mobile app usage"

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