Mobile App Benchmarks of 2024 - OneSignal
Must-know mobile app benchmarks of 2024
Explore the latest industry benchmarks to see how your app compares and make data-driven decisions to enhance your UX and drive growth.
Performance metrics to guide your growth
Wondering how your app stacks up against the competition? You’re in the right place. In today’s quickly-evolving app landscape, understanding your performance is the key to unlocking sustainable growth. From retention rates to user engagement and push notification effectiveness, clear benchmarks can guide your strategy and keep you ahead of the curve.
Average notification opt-in rates: Android & iOS
Android opt-in rates have historically been significantly higher than iOS due to the fact that Apple follows an opt-in model and Android defaulted user enrollment. That changed in 2022 and, as a result, we’re seeing the delta between channels narrow.
Pro tip: If you already use a pre-permission prompt for iOS, now is the perfect time to apply the same messaging flow to your Android app.
Average mobile push notification opt-in rates by app category
Download the full report to see opt-in rates for other app categories
| Android opt-in rate | iOS opt-in rate | |
|---|---|---|
| Business | 56.7% | 46.3% |
| Education | 39.7% | 37.1% |
| Entertainment | 40.3% | 27% |
| Finance | 49.5% | 48.7% |
| Food & drink | 32.8% | 40% |
| Games | 27.8% | 20.6% |
| Health & fitness | 43.2% | 33.5% |
| Lifestyle | 38.8% | 34% |
| News | 36.7% | 29.8% |
| Productivity | 53.6% | 44.8% |
| Shopping | 36% | 33.2% |
| Utilities | 51.5% | 51.6% |
Notification opt-in rates are highly-contextual to app industry and device. Ensure you’re setting accurate and realistic goals by checking out what success looks like for your vertical.
Pro tip: Using in-app messages to introduce the native opt-in prompt significantly increases opt-in rates. Learn how to write a compelling opt-in message to contextualize the opt-in decision, build trust, and reinforce the value that notifications will provide.
Average daily, weekly, and monthly retention rates for mobile apps
- Average 1-day retention rate: 28.29%
- Average 7-day retention rate: 17.86%
- Average 30-day retention rate: 7.88%
Pro tip: Apps that send onboarding messages earn higher 30-day retention rates and 24% higher install-to-purchase conversion rates. Learn more about how to create an irresistible onboarding experience.
Average daily retention rates by app category
Download the full report to view retention rates for other app categories
| 1-day retention | 7-day retention | 30-day retention | |
|---|---|---|---|
| Business | 25.38% | 16.85% | 6.94% |
| Education | 27.5% | 17.76% | 8.02% |
| Entertainment | 28.4% | 18.15% | 8.46% |
| Finance | 26.84% | 18.54% | 8.03% |
| Food & drink | 22.86% | 18.85% | 7.86% |
| Games | 32.22% | 18.08% | 7.67% |
| Health & Fitness | 28% | 18.13% | 8.48% |
| Lifestyle | 25% | 13.13% | 5.94% |
| News | 26.67% | 15.83% | 7.55% |
| Productivity | 32.86% | 24.23% | 9.63% |
| Shopping | 29.09% | 18.26% | 7.2% |
| Utilities | 28.18% | 16.75% | 9.2% |
Pro tip: Creating a "sticky" app experience is all about bringing users back to your app at the right moment. Setting up a re-engagement Journey can help you nurture lasting user habits and combat churn before it occurs.
Average session duration across all app categories
Pro tip: Apps that display 6-10 in-app messages weekly reported the highest average app session length.
Hit your retention & engagement goals
Our annual State of Customer Engagement report is the ultimate handbook for contextualizing and revolutionizing your app performance in 2024, based on data from trillions of messages sent with OneSignal. Download the report to learn what high-impact optimizations to make to your messaging strategy to move the needle for your business.