Localytics has released its fifth annual app user retention study, which measures app loyalty and abandonment across its user base of 37,000 apps.
To conduct the research, Localytics measured the user retention and app abandonment. User retention was defined as the percentage of users who return to an app eleven or more times. User abandonment was defined as the percentage of users who abandon an app after one session. The timeframe for the study was March 1st 2015 - April 30th 2016.
The study showed that the percentage of users who abandoned an app after one use is now 23%, down slightly from the 25% shown in last years research. User retention numbers were at 38%, an increase from 34% from last year.
Localytics found that apps in the mid-stage of growth, between 15,000 and 50,000 MAUs (monthly average users), had the strongest year over year lift when it came to user abandonment and retention.