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Mobile app user retention rate worldwide 2019, by vertical

Not all app categories can boast the same degree of user retention on day 30. While casual gaming apps have an impressive 31.1 percent day 1 user retention, the category's day 30 post-install retention rate drops down to 3.5 percent. News apps manage to retain a double digit retention rate with 12.7 users still accessing apps in the vertical a month after installation.

Global mobile app user retention rate worldwide as of August 2019, by vertical

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Release date

November 2019



Survey time period

September 2018 to August 2019

Special properties

992 apps; 349 billion impressions; 5.35 billion clicks; 128 million installs; 21.4 million first-time events; 76.6 million post-install events

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