Global mobile apps averaged 24.5% Day 1 retention in 2023, yet at the same time some categories are pulling far ahead on first session engagement. Gaming and social apps can start strong with Day 1 rates that look nothing like fintech, while Day 30 retention settles into single digits for most experiences. We break down these Mobile App Retention Rate statistics by platform, region, and vertical so you can see exactly where loyalty is won and where it quietly slips away.
Key Takeaways
- Average Day 1 retention rate for iOS mobile apps across all categories in Q1 2023 was 25.4%
- Android apps saw a Day 1 retention of 22.1% globally in 2022, compared to 24.3% in 2021
- Gaming apps on iOS achieved 32.7% Day 1 retention in the US market during 2023
- Global average Day 30 retention for apps in 2023 stood at 5.6%
- iOS games averaged 7.2% Day 30 retention North America 2022
- Android shopping apps had 4.1% Day 30 retention worldwide 2023
- Average Day 7 retention for mobile apps globally in 2023 was 11.2%
- iOS gaming apps had 15.8% Day 7 retention in Q4 2022
- Android e-commerce apps averaged 8.4% Day 7 retention worldwide 2023
- Gaming industry average retention at Day 1 is 28% in 2023
- E-commerce apps benchmark Day 7 retention at 9% globally 2022
- Social media Day 30 retention benchmark is 8.5% for top apps 2023
- Overall mobile app Day 1 retention declined to 24.5% YoY in 2023
- Cross-platform average Day 7 retention stabilized at 10.8% in 2022
- App stores combined Day 30 retention average rose 0.5% to 5.9% in 2023
Day 1 retention varies widely by app type, from 18.9% e commerce to 41.2% social on Android.
Related reading
01 · Category
Day 1 Retention30 stats
01
Average Day 1 retention rate for iOS mobile apps across all categories in Q1 2023 was 25.4%
02
Android apps saw a Day 1 retention of 22.1% globally in 2022, compared to 24.3% in 2021
03
Gaming apps on iOS achieved 32.7% Day 1 retention in the US market during 2023
04
E-commerce apps averaged 18.9% Day 1 retention worldwide in H2 2022
05
Social media apps had a 41.2% Day 1 retention rate on Android in Europe for 2023
06
Fintech apps recorded 27.8% Day 1 retention in emerging markets in 2022
07
Health & Fitness apps on iOS hit 29.4% Day 1 retention in North America Q4 2022
08
Travel apps averaged 21.5% Day 1 retention post-COVID recovery in 2023
09
Education apps saw 24.6% Day 1 retention globally during back-to-school 2022
10
Music streaming apps achieved 38.9% Day 1 retention on iOS in 2023
11
Photo & Video apps had 26.3% Day 1 retention in Asia-Pacific 2022
12
Productivity apps averaged 23.1% Day 1 retention for Android enterprise users 2023
13
Dating apps recorded 34.2% Day 1 retention in the US during Valentine's 2023
14
Food Delivery apps saw 19.7% Day 1 retention globally in 2022
15
News apps achieved 22.8% Day 1 retention on iOS in election year 2022
16
Shopping apps had 20.4% Day 1 retention during Black Friday 2022
17
Ride-sharing apps averaged 28.9% Day 1 retention in urban markets 2023
18
Weather apps recorded 31.5% Day 1 retention worldwide 2022
19
Banking apps saw 30.2% Day 1 retention in EU GDPR markets 2023
20
Sports apps achieved 27.1% Day 1 retention during World Cup 2022
21
Utilities apps had 24.9% Day 1 retention for iOS users in 2023
22
Lifestyle apps averaged 21.8% Day 1 retention in LATAM 2022
23
Auto & Vehicles apps recorded 23.4% Day 1 retention globally 2023
24
Books & Reference apps saw 25.7% Day 1 retention on Android 2022
25
Medical apps achieved 29.1% Day 1 retention in US healthcare 2023
26
Events apps had 22.3% Day 1 retention during festival seasons 2022
27
House & Home apps averaged 20.9% Day 1 retention worldwide 2023
28
Navigation apps recorded 33.6% Day 1 retention in 2022
29
Comics apps saw 26.8% Day 1 retention on iOS comics market 2023
30
Beauty apps achieved 24.2% Day 1 retention in beauty industry 2022
Interpretation
Day 1 Retention Interpretation
It seems our digital courtship is fickle, as nearly three-quarters of users ghost their new apps after a single day, proving that in the attention economy, first impressions are a brutal and unforgiving currency.
02 · Category
Day 30 Retention29 stats
01
Global average Day 30 retention for apps in 2023 stood at 5.6%
02
iOS games averaged 7.2% Day 30 retention North America 2022
03
Android shopping apps had 4.1% Day 30 retention worldwide 2023
04
Social apps on iOS recorded 9.3% Day 30 retention 2022
05
Fintech apps averaged 6.4% Day 30 retention LATAM 2023
06
Fitness apps saw 5.9% Day 30 retention global 2022
07
Travel Android apps had 4.8% Day 30 retention Asia 2023
08
Edtech apps achieved 5.2% Day 30 retention during 2022
09
Streaming apps recorded 8.7% Day 30 retention iOS 2023
10
Camera apps averaged 5.4% Day 30 retention China 2022
11
Business apps had 4.9% Day 30 retention enterprise 2023
12
Dating apps saw 6.8% Day 30 retention Europe 2022
13
Delivery apps recorded 3.7% Day 30 retention global 2023
14
News apps achieved 5.1% Day 30 retention Android 2022
15
Retail apps had 4.3% Day 30 retention Black Friday 2023
16
Mobility apps averaged 6.2% Day 30 retention cities 2022
17
Weather apps saw 7.1% Day 30 retention 2023
18
Finance apps recorded 6.7% Day 30 retention US 2022
19
Fantasy sports apps had 5.5% Day 30 retention Super Bowl 2023
20
Tools apps achieved 4.6% Day 30 retention Android 2022
21
Fashion apps averaged 4.2% Day 30 retention India 2023
22
Automotive apps saw 5.0% Day 30 retention EV market 2022
23
Reading apps recorded 5.8% Day 30 retention global 2023
24
Telehealth apps had 6.3% Day 30 retention pandemic 2022
25
Concert apps achieved 4.7% Day 30 retention tours 2023
26
Smart home apps saw 4.4% Day 30 retention IoT 2022
27
Maps apps averaged 7.4% Day 30 retention travel boom 2023
28
Manga apps recorded 5.9% Day 30 retention Japan 2022
29
Cosmetics apps had 4.9% Day 30 retention K-beauty 2023
Interpretation
Day 30 Retention Interpretation
The brutal truth of app retention is that after a month, most users have ghosted you, proving that while we download with the enthusiasm of a kid in a candy store, our commitment often fizzles out faster than the battery on an unplugged phone.
03 · Category
Day 7 Retention29 stats
01
Average Day 7 retention for mobile apps globally in 2023 was 11.2%
02
iOS gaming apps had 15.8% Day 7 retention in Q4 2022
03
Android e-commerce apps averaged 8.4% Day 7 retention worldwide 2023
04
Social networking apps on iOS achieved 18.9% Day 7 retention US 2022
05
Fintech Android apps saw 12.3% Day 7 retention in APAC 2023
06
Health apps averaged 13.7% Day 7 retention globally 2022
07
Travel iOS apps recorded 9.6% Day 7 retention Europe 2023
08
Education apps had 10.2% Day 7 retention during 2022 summer
09
Music apps on Android achieved 16.4% Day 7 retention 2023
10
Photo apps saw 11.9% Day 7 retention in China 2022
11
Productivity apps averaged 9.8% Day 7 retention enterprise 2023
12
Dating apps recorded 14.5% Day 7 retention Brazil 2022
13
Food delivery apps had 7.9% Day 7 retention global 2023
14
News apps achieved 10.7% Day 7 retention iOS 2022
15
Shopping apps saw 8.5% Day 7 retention holiday 2023
16
Ride-sharing averaged 12.1% Day 7 retention urban 2022
17
Weather apps recorded 14.2% Day 7 retention worldwide 2023
18
Banking apps had 13.8% Day 7 retention UK 2022
19
Sports apps achieved 11.6% Day 7 retention Olympics 2022
20
Utilities apps saw 10.4% Day 7 retention Android 2023
21
Lifestyle apps averaged 9.2% Day 7 retention India 2022
22
Auto apps recorded 8.7% Day 7 retention global 2023
23
Books apps had 11.3% Day 7 retention US 2022
24
Medical apps achieved 12.9% Day 7 retention EU 2023
25
Events apps saw 9.5% Day 7 retention festivals 2022
26
Home apps averaged 8.1% Day 7 retention worldwide 2023
27
Navigation apps recorded 15.7% Day 7 retention 2022
28
Comics apps had 10.8% Day 7 retention Asia 2023
29
Beauty apps achieved 9.9% Day 7 retention global 2022
Interpretation
Day 7 Retention Interpretation
This sobering snapshot of global app retention reveals that after the initial novelty wears off, most digital relationships are more fleeting than a summer romance, with even the stickiest categories struggling to keep users engaged beyond a week.
More related reading
04 · Category
Industry Benchmarks27 stats
01
Gaming industry average retention at Day 1 is 28% in 2023
02
E-commerce apps benchmark Day 7 retention at 9% globally 2022
03
Social media Day 30 retention benchmark is 8.5% for top apps 2023
04
Fintech sector Day 1 retention averages 26% in US 2022
05
Health & fitness apps Day 7 retention benchmark 12% worldwide 2023
06
Travel apps industry Day 30 retention at 5% post-2022 recovery
07
Education apps Day 1 benchmark 23% during remote learning 2023
08
Entertainment Day 7 retention average 14% for streaming 2022
09
Photography apps Day 30 benchmark 6% in creative vertical 2023
10
Productivity industry Day 1 retention 22% remote work era 2022
11
Dating apps benchmark Day 7 at 13% in mature markets 2023
12
Food delivery Day 30 retention industry avg 4% urban 2022
13
News & magazines Day 1 benchmark 21% daily active 2023
14
Lifestyle shopping Day 7 retention 8% fashion vertical 2022
15
Transportation Day 30 benchmark 6.5% ride-hailing 2023
16
Finance banking apps Day 1 avg 29% security-focused 2022
17
Sports betting Day 7 retention 11% event-driven 2023
18
Utilities Day 30 benchmark 5.2% household apps 2022
19
Personalization lifestyle Day 1 20% customization heavy 2023
20
Automotive Day 7 retention 9% connected cars 2022
21
Reference books Day 30 benchmark 5.8% avid readers 2023
22
Medical healthtech Day 1 28% patient engagement 2022
23
Events ticketing Day 7 10% live events 2023
24
Real estate home Day 30 4.5% buyer journey 2022
25
Navigation maps Day 1 benchmark 32% daily commuters 2023
26
Comics manga industry Day 7 12% fan loyalty 2022
27
Beauty cosmetics Day 30 retention 5% AR try-on 2023
Interpretation
Industry Benchmarks Interpretation
These sobering retention statistics reveal a stark truth: no matter the industry, most users quietly ghost your app within the month, so the real game is desperately clinging to the fickle few who stay.
05 · Category
Trends and Averages29 stats
01
Overall mobile app Day 1 retention declined to 24.5% YoY in 2023
02
Cross-platform average Day 7 retention stabilized at 10.8% in 2022
03
App stores combined Day 30 retention average rose 0.5% to 5.9% in 2023
04
Organic installs Day 1 retention outperforms paid by 15% in 2022 averages
05
US market average retention curve: D1 27%, D7 12%, D30 6.2% 2023
06
Emerging markets Day 1 retention trend up 3% to 23.4% in 2022
07
iOS vs Android gap in Day 7 averages narrowed to 2% in 2023
08
Post-install engagement trend boosts D30 averages by 1.2% YoY 2022
09
Gaming cohort Day 1 trend down 4% due to hyper-casual fatigue 2023
10
Non-gaming apps Day 7 average trend steady at 9.5% 2022-2023
11
Personalization impact: +18% lift in average D30 retention 2023
12
Push notifications trend increases Day 1 retention avg by 22% 2022
13
Onboarding optimization trends lift Day 7 averages 25% 2023
14
Churn reduction strategies trend D30 avg up 8% industry-wide 2022
15
Hybrid work apps Day 1 retention trend +5% in 2023 averages
16
Sustainability apps average retention trend outperforms by 12% D7 2022
17
AI-driven features trend boosts D30 averages 15% in 2023
18
Privacy updates impact: -2% average Day 1 retention trend 2022
19
Metaverse apps early Day 7 retention avg 7% below benchmarks 2023
20
Web3 wallet apps D30 trend at 4.2% volatile crypto 2022
21
Short-form video apps Day 1 avg trend 35%+ in viral era 2023
22
Gig economy Day 7 retention avg steady 11% 2022
23
Mental health apps D30 trend up 20% post-pandemic 2023
24
E-learning platforms average Day 1 retention trend 24% 2022
25
Cloud gaming Day 7 avg trend 13.5% latency improved 2023
26
Subscription model apps D30 retention avg 7.1% loyalty 2022
27
AR shopping experiences Day 1 trend +28% conversion lift 2023
28
Voice assistant integrations boost D7 avg 16% trend 2022
29
Zero-party data strategies trend D30 avg +10% 2023
Interpretation
Trends and Averages Interpretation
The mobile app landscape in 2023 is a brutal Darwinian arena where users are quicker than ever to swipe left on life, but the clever apps that master personalization, nail their onboarding, and offer real utility are slowly, painstakingly, teaching us how to stay.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Ryan Townsend. (2026, February 13). Mobile App Retention Rate Statistics. Gitnux. https://gitnux.org/mobile-app-retention-rate-statistics
MLA
Ryan Townsend. "Mobile App Retention Rate Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/mobile-app-retention-rate-statistics.
Chicago
Ryan Townsend. 2026. "Mobile App Retention Rate Statistics." Gitnux. https://gitnux.org/mobile-app-retention-rate-statistics.
Sources & references
59 datasets cited across this report · attribution is report-level
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