Times are changing. Apps have become a mainstay for consumers and an effective way for brands to engage with them. That being said, the fight rages on to keep users coming back. Long-term retention has improved quite significantly over the past few years, but that doesn’t necessarily mean that apps are succeeding in the short-term.
Today, we’re providing an update to our app user retention study, which measures loyalty and abandonment across our user base of 12,000 apps. But, first, our key definitions: