App Store Trends: Users Spend More Time in Less Apps

adjust Publishes Q3 2016 Mobile Benchmarks Report on iOS and Android App Usage

– Retention rate and sessions per user have dropped in 2016 when compared to 2015, but engagement for those remaining users has increased.
– Therefore, identifying higher-engaged users presents a stronger opportunity to grow.
– The US and China both have higher overall average performance rates versus a global average, but smaller countries don’t tend to maintain interest as long.

San Francisco and Berlin – adjust, a leading mobile app attribution and analytics firm, published the latest Q3 2016 Benchmarks Report on the usage behavior of mobile app users on iOS and Android devices. Over 12,000 apps were measured for user engagement and usage in the report, which is available today to the public on the company’s website.

The report shows that the retention rate as well as sessions per user compared to 2015 have declined, but the user engagement (time spent by users of the app) has increased among the remaining users. The retention rate is the percentage of users who actually still use an app 7 days after installing.

Potential reasons for the decline in retention rate over the past year: more intense competition from more apps per category and a decreased attention span, increased obstructions in apps like login problems, or crashing apps and low usability. The most commonly used apps are still social networks, utilities, games and news. The least used apps are business, lifestyle and e-commerce apps.

Contrary to previous trends, users are spending more time on usage within apps compared to last year. From a few seconds up to half a minute, users are spending more time on the seventh day in apps than over 2015. On average, a user spends 5 minutes per session in an app, especially apps in this categories games, messaging, social networks and utilities.

“The results of our benchmark reports indicate that the most important users for app developers to acquire have a high level of commitment. Additionally, developers need to focus more on optimizing apps for usability and user experience in order to keep users in the long term. Especially improving re-engagement among lost users can be a key competitive advantage,” says Christian Henschel, co-founder and CEO of adjust.

The full report with all results and graphics is available to download:

For questions regarding adjust’s leading analytics and attribution solutions, please contact [email protected].

About adjust
adjust is a business intelligence platform for mobile apps with a focus on user acquisition, fraud prevention, and app marketing. The Berlin-based tech company provides the highest quality analytics and attribution solutions for companies, worldwide. With adjust’s opensource SDK, app developers can identify, in real time, which advertising campaign has led to an app installation, how much money users spend on in-app purchases, or when a user is most likely to uninstall the app, among other features.

adjust is a Facebook Marketing Partner and a Twitter Marketing Platform Partner. More than 20,000 apps have implemented adjust’s solutions to improve their performance. Among those are clients like Zalando, Rovio and Zynga as well as global brands like Microsoft and Warner Bros. Founded in Berlin in 2012, today adjust has ten offices across five continents: Beijing, Berlin, Istanbul, Paris, San Francisco, São Paulo, Shanghai, Singapore, Sydney and Tokyo.