To evaluate the effectiveness of mobile app marketing, you need to benchmark it against your competitors’ performance, which isn’t always possible. For this reason, we at MyTracker carried out research and created infographics with data on retention and the number of paying users in different mobile app categories. Our findings will help you assess how your app’s performance compares to the market average.
Our research encompasses data on more than five million app installs from all over the globe, both for iOS and Android.
Timeframe: November–December 2021.
The research covers all app categories from the App Store and Google Play.
We analyzed four metrics indicative of how long people use apps and make purchases in different app categories:
Retention
Percentage of users who launched an app on a specific day after the installation.
Share of paying users
Percentage of users who made a purchase on a specific day after the installation.
Share of first-time payers
Percentage of users who made their first purchase on a specific day after the installation.
Conversion
Percentage of users who made a purchase among those who had opened an app.
Not all apps fall into a single category – judging by the tags, some of them overlap into other categories by 25–50%:
Each category has its own peculiarities and average values, which you should look at before launching your app or – if the app has already been launched – to assess its competitiveness.
The point of such a comparison is to identify your app’s bottlenecks and use this information to figure out the most appropriate monetization strategy. For example, for monetizing high-retention apps with a low conversion rate, it’s better to use in-app advertising than in-app purchases.
