App economy still struggling with retention

AppsFlyer‘s latest look at the state of app engagement shows that, on a global scale, retaining users remains challenging despite a year-on-year improvement in retention rates generally.

“Travel” is one of nine categories looked at. The study makes a distinction between operating systems (iOS and Android) and also between organic and non-organic users – the former group downloading directly from the app store while the latter access an app after engaging with a marketing channel.

The findings for global travel app retention show that just under one-in-four (23.9%) users who download a travel app from the Android store are using it the following day, compared with one in six (15.9%) who are alerted via a marketing message.

As expected, use drops off over the next 30 days with slightly more activity from organic users (3.5%) compared with non-organic (2.7%)

Travel firms with an iOS app can expect a closer correlation between the two categories of user, with the balance if anything favouring non-organic users.

Daily engagement rates are higher for iOS than Android.

The difference between platforms in the travel category is the most marked out of all the categories, particularly when it comes to buying something through an app:

“Travel apps have the widest differences across platforms: while more Android clickers install apps (+50%) and more installers become engaged users (+38%), the tables are turned when purchasing is involved. Engaged iOS users are 2.5x more likely to become buyers, while installers are 40% more likely to become buyers.”

The regional breakdown offers a snapshot of differences in engagement.  So looking at the 30-day retention rates, the highest return of 5.1% is found with organic iOS users in southeast Asia – the lowest figure of 1.1% is comes from non-organic Android users on the Indian subcontinent.

Click here to access an AppsFlyer blog post from where the study can be downloaded.

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