Mobile app user retention rate worldwide Q3 2023, by category

Not all app categories can boast the same degree of user retention on day 30. While news apps were reported in the third quarter of 2023 to have a retention rate of over nine percent, education apps presented less than two percent retention rate after 30 days from install. Entertainment apps presented a three percent installation rate, while a shopping apps had a retention rate of around four percent one month after installation.Before retention: user acquisitionGaining 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 the second quarter of 2022, CPI, or cost per install, was the 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, 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 advertisingIn 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. In 2020, video ads were reportedly the most expensive 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.

并非所有应用类别均能在第30天展现出相同程度的用户留存率。据2023年第三季度报告，新闻应用的用户留存率超过九个百分点，而教育应用在安装后30天的留存率则不足两个百分点。娱乐应用的安装率为三个百分点，而购物应用在安装一个月后的留存率约为四个百分点。在用户留存率之前：用户获取新用户是移动应用健康增长的基础，应用开发者拥有一系列工具来扩大其受众。截至2022年第二季度，根据全球应用开发者的调查，CPI（每次安装成本）是用户获取活动中最常用的定价模式。在北美，获取一个新安装的成本为5.28美元，但推动该地区应用内购买的成本则更为高昂，每用户的成本约为75美元。应用内广告的未来：近年来，订阅和应用内购买已成为更受欢迎的应用盈利模式，用户终于愿意为应用的高级功能和服务付费。据报道，2020年，视频广告是iOS和Android应用上推动转换成本最高的广告类型，横幅广告在iOS上的每次行动成本（CPA）为36.77美元，在Android上的成本为10.28美元。