Mobile App Usage Benchmarks for 2020

Last updated on August 5, 2020

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Retention is a big problem for mobile apps. Given 23% of apps are only used once, marketers spend a lot of effort and resources monitoring user engagement and building campaigns that prevent churn.

But it can be difficult to know what level of engagement is expected and what’s worrisome. Should you anticipate users launching your app once a week or once a month? What’s normal for your industry?

Our data science team crunched the numbers on user engagement to find out how often users engage with different types of apps. With these app usage benchmarks, you can compare your performance with others in your industry and see how you stack up.

Tips & Takeaways to Build App Engagement

The biggest opportunities for growth lie at the very top and very bottom of the user funnel: with users who only open the app once a month, and those who launch the app very frequently.

Draw Inactive Users Back into Deeper Engagement with Your App

First, what are you doing to bring those low-activity users back month after month? How can you get them to make your app a part of their routines?

Most marketers turn to external channels like push notifications and email to bring users back to their app. But just getting users to launch isn’t enough. Targeted campaigns with specific CTAs can help you prompt users to complete the in-app actions that help them experience your app’s value and get hooked on your product.

For example, a travel or food delivery app might want to nudge less active users to conduct a search. A ticketing app might prompt users to view details of nearby showtimes or upcoming local events. An OTT app might suggest new content for inactive users to stream.

Whatever that key action is for your app, focus on engagement campaigns that make it as easy as possible for users to complete. Deep links can help by bringing users to a specific screen in your app, like a particular product page or step in the checkout process.

Drive Retention & Growth with Champion Users

Once you’ve got engagement campaigns designed to hook less active users, turn your attention to your champions. 

At least 10% of users across all verticals are champion users who launch more than 10 times a month — and in some cases as high as 22%.

First, dig into your behavioral analytics to make sure those launches are actually meaningful. Are these champions launching and then leaving, or are they engaging and converting within the app?

Next, use cohort analysis to find out what these champion users all have in common: features used, products purchased, acquisition source or campaign, etc. What’s working so well for them that you can encourage inactive users to do as well?

Finally, give your champions the love they deserve. What are you doing to delight the users who are already inside your app?

Elevate their customer experience with meaningful personalization: offer relevant rewards, customized discounts, and product/content recommendations to deepen their relationship with your brand. Remember, these champion users are your most valuable assets in terms of user feedback, testing new products or features, rating and review requests, and new user acquisition/referrals.

These retained users are the ones fueling your business growth — and the longer you can keep them, the more valuable they become.

How CleverTap Helps Growth Teams Boost App Usage

Our omnichannel user engagement tools help marketers build personalized campaigns that draw each user into deeper engagement with your brand. Find out who your most and least active users are, create specific user segments, and send targeted engagement campaigns that boost app usage and build brand loyalty.

See how today’s top brands use CleverTap to drive long-term growth and retention

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