Global mobile app engagement & retention 2020

In March 2020, the total sessions on mobile apps worldwide spiked at eight percent, while retention after 30 days from the first install recorded its lowest rate in the examined period. Due to the global outbreak of coronavirus pandemic, engagement with mobile apps skyrocketed in 2020. However, the share of users who opened the app after 30 days from the first install decreased.

Mobile app engagement and retention rates worldwide from July 2019 to September 2020

Characteristic	Total session trend	Day 30 retention rate (average per app)
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Release date

November 2020

More information

Region

Worldwide

Survey time period

July 2019 to September 2020

Supplementary notes

According to the source: "The trend displaying total sessions [...] was created by comparing the number of sessions [...] among the top 5,000 apps in each analyzed month; each metric, including the day 30 rate was then normalized to enable an apples to apples comparison."

A session is defined by the same source as "the amount of time in which a user is actively engaged with either an app in the foreground or with an open website. [...] In the mobile ecosystem, a session begins when the app is opened in the foreground, and ends when it goes into the background with no events occurring during a predetermined time window [...]"

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