AppsFlyer‘s latest look at the state of app engagement shows that, on a global scale, retaining users remains challenging despite a year-on-year improvement in retention rates generally.
“Travel” is one of nine categories looked at. The study makes a distinction between operating systems (iOS and Android) and also between organic and non-organic users – the former group downloading directly from the app store while the latter access an app after engaging with a marketing channel.
The findings for global travel app retention show that just under one-in-four (23.9%) users who download a travel app from the Android store are using it the following day, compared with one in six (15.9%) who are alerted via a marketing message.
As expected, use drops off over the next 30 days with slightly more activity from organic users (3.5%) compared with non-organic (2.7%)
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