Retention: Percentage of users returning to app after 7 days of app install. Sessions: An activity performed by users with unique IP address for a particular time period (e.g. 30 minutes) is called Session. It is also important to know how many sessions user attend in a day/week/month. Time-Spent: Time spent by users per session. With the definitions only, you can guess how important these things are for app marketers. Retention, Sessions and Time-spent – all the three determine the level of user engagement. That’s why all app marketers exert themselves to gain results for the three. Where one app marketer breaks his back to improve results, another one chills out without worrying about results. Both are doing marketing work, but first one is not sure about results while second one swears by good results. Why is it so? Because second one is working for apps that score high in terms of retention, sessions and time-spent categories. Yes, you heard it right. Some app categories score high in user engagement things. Here is the analysis of app categories and their retention rates by Adjust. Publications (Android) and Social (iOS) Apps won the award of being first in generating higher retention rates. You can see here, Publication and Social apps are scoring high in retention rates. Also, it shows that Android users are more interested in reading the news. While iOS users prefer to be on social media. Publication and social media apps come under day-to-day app usage category. Instead of newspaper, today, people prefer to open news and magazine apps to know what’s going on in the world. And social media is something that users can’t live without. From general to professionals, all are deeply connected with social media apps. For Sessions per user: social and games apps stay at top After social media, users are more active with games. Studies by Adjust show that users’ per gaming session on Android is 717 seconds long and 615 seconds on iOS. Today’s thought-provoking games take the users away from real world. Games also create a competitive environment which players love the most when it comes to score higher than friends just to show off. Again, Games and Educational Apps are a part of long time-spent per session. I have already explained sessions per user for games. Glad to see that even educational apps are gaining attention. It seems that after the arrival of apps, students are curious to learn with fun. It also shows that apps are the future of education. May be tomorrow, instead of books, you will see book apps in hands of each student. This trend has already started, but needs some more time to cover the earth.
Bottom Lines Now you got the idea of popular app categories gaining quick attention of users. If your app is one of them and you are not getting the expected results, make sure something is missing in your app. Analyze popular apps similar to yours to know what’s wrong with it.
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