Improved engagement means higher retention
Similar to our other benchmarks, user retention in this category saw an upward trend in the second half of 2017. The percentage of users who continued using the app one, two, and three months after their first session has increased by 25%, 33%, and 52% respectively since the second half of 2016.
When it comes to entertainment and media, mobile users are looking for apps that they can rely on long-term. An app is the perfect companion to a newspaper subscription, which may explain why retention is trending upwards. Electronic media remains an essential aspect of consumers’ lives and loyalty to favorite news sources is on the rise.
Push engagement soaring, iOS opt-in rates showing a decline, and in-app conversions are on the rise
iOS push engagement (defined as the average number of sessions recipients of the message had within the first week of receiving the message) has increased by a whopping 77% since 2016, whereas Android push engagement has increased by an impressive 14%.
|2016 H2||2017 H1||2017 H2||% change (YoY)|
|iOS Push Engagement||2.17||2.88||2.47||+14%|
|Android Push Engagement||2.31||3.35||4.09||+77%|
Android’s push opt-in rate remains at a fairly steady level, but the same cannot be said about iOS. Because of strict guidelines and iOS users’ preferences when it comes to push notifications, iOS opt-in rate is decreasing. There is a good chance that Apple users are choosing apps that allow for a more personalized experience.
Finally, both iOS and Android in-app conversion rates are seeing an increase of 35% and 41% respectively since H2 2016. It is likely that marketers are implementing more effective messaging strategies (targeting and content) to achieve higher conversion. Many apps are also taking advantage of mobile wallets, a feature that appeals to anyone using Apple or Google Pay to make mobile purchases.
Media and entertainment apps are dominating the mobile space – push engagement, retention, and time in-app each saw significant increases. As mobile entertainment demand rises, it is simply logical that engagement will continue to rise with it.
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