Retaining app users over time remains a big challenge for marketers.
In fact, only 10%-12% of users remain active seven days after downloading an app — while a mere 4%-5% are still active after 30 days, according to new research from AppsFlyer.
When comparing organic and non-organic users, the former outperformed the latter by 15% on iOS and 21% on Android, the mobile analytics and attribution firm found.
More broadly, year-over-year retention rates appear to be up.
Last year, the only drop was seen from Android organic users (down 6%), while Android non-organic user retention was up 4%.
