But are these new app users sticking around?
During H2 2018, marketing and analytics platform Localytics found that retail and ecommerce apps had the highest retention rates among all app categories analyzed. The other segments included media and entertainment, business and technology, and travel and lifestyle.
One month after the initial downloads, 48% of users were still using retail and ecommerce apps, or hadn’t yet deleted the app, topping the average total retention rate of 43%. After three months, retention dropped to 32%—still higher than the average retention rate of 29%.
“Shopping apps likely get downloaded with greater intention, and there is less mystery about what utility that app is going to provide for the user,” eMarketer principal analyst Andrew Lipsman said. “Retailers can use this knowledge to their advantage—making sure that, once they get their app downloaded, they are doing everything in their power to keep customers engaged and transacting through the app.”
Localytics also found that consumers spend the least amount of time in retail and ecommerce apps compared with the other app categories. This makes sense, given that shopping apps possess a clearer objective (to conduct a sale), whereas content-driven apps are meant for engagement and maintaining attention.
On a monthly basis, retail and ecommerce apps saw an average of 8.8 launches per app and 3.3 minutes spent within each. This is compared with the total average of 13.0 launches and 56.3 minutes spent within apps across all categories, skewed by time spent in media and entertainment apps.