The Importance of User Retention and Activation in Mobile Apps

The Importance of User Retention and Activation in Mobile Apps

New data shows that losing a significant number of mobile users is a normal occurrence for most apps. According to Quettra's data, the average app loses 77% of its daily active users (DAUs) within the first three days after installation. Within 30 days, this number increases to 90%, and within 90 days, it reaches a staggering 95%. These statistics highlight the importance of user retention and activation in mobile apps.

The key to success lies in activating users within the first 3-7 days after installation, rather than relying on spam-like notifications. This means that the onboarding flow and how the product is described play a crucial role in retaining users. The data shows that the top apps are immediately useful to users and are used repeatedly in the first week. However, the drop-off rate is similar to that of average apps.

To bend the retention curve and improve user retention, it is essential to focus on activation rather than notification spam. Sending countless spammy email notifications with subject lines like "We Miss You" is unlikely to have a significant impact on user retention. Instead, targeting the first few days of usage, particularly the first visit, is the best way to bend the retention curve.

One app that has managed to retain its user base successfully is Twitter. Despite the public's criticism of the platform, it holds an exalted place due to its ability to provide useful information. Twitter is also known for being easy to use, allowing users to hop in and out effortlessly. This highlights the importance of creating a user-friendly experience in mobile apps to encourage user retention.

On the other hand, Facebook seems to struggle with user retention. Many users can go long stretches without checking the platform and feel no remorse. The content on Facebook simply does not hold their interest. This serves as a reminder that even well-established networks with millions or billions of active users can quickly fall away when the content fails to engage users.

In conclusion, user retention and activation are crucial for the success of mobile apps. The data shows that losing a large percentage of users is normal, but the key lies in activating users within the first few days after installation. The onboarding flow, product description, and triggers set up to drive ongoing retention are essential factors in retaining users. Additionally, creating a user-friendly experience and providing valuable content are vital for long-term user retention. To improve user retention, focus on activation rather than relying on notification spam. By implementing these strategies, app developers can increase their chances of retaining a higher percentage of users.