Competition for installs and user retention among eCommerce, Travel and Utility apps was fierce in Q3 according to a recent performance index released by AppsFlyer. As described in the report, the app store is flooded, leaving apps with “no room to breathe,” much less retain their users. Over 450 million installs across hundreds of apps were analyzed in the study, and the retention drop-off was severe:
Examining retention by geo, interesting trends emerge. On iOS, Brazil, Canada, and the UK top the retention charts.
While the UK fairs better on Android retention for eCommerce, Travel, and Utility apps, other countries fall off the top 10 entirely, making room for Malaysia, Thailand, Indonesia, and Vietnam.
Of course, as hundreds of apps compete for hundreds of millions of installs, one question always remains: which performance advertising partners can deliver the longest lasting customers for iOS and Android? According to AppsFlyer data, AdColony ranks 6th for Android 7th for iOS at delivering highly retaining users for eCommerce, travel, and utility apps.
Interestingly, only 6 of the top 10 performers for Android were also on the top 10 for iOS, including: Twitter, Google, Facebook, AdColony, AppLovin, and Mobvista.
Combining the two charts above, we are able to more clearly see which mobile advertising providers are able to deliver highly retaining users across both platforms.
The Impact for App Marketers
With the holiday season approaching and more users looking to order gifts and book travel, competition to acquire and retain high LTV users of eCommerce, travel and utility apps is expected to increase in Q4.
After all, while Black Friday promotions may lure customers to install an app for exclusive discounts, retaining those users to drive a higher LTV and continued conversions well past the holiday rush is the end game.
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