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Key Findings
Intro & Methodology
Category-Specific Uninstall Benchmarks
Country-Specific Uninstall Benchmarks (From Non-Organic Installs)
12 Action Items for App Marketers4-5
6-8
9-10
11-15
TABLE OF CONTENTSMore than 3 out of every 10 installs of mobile apps globally end up being uninstalled. Minimizing an app’s uninstall
rate is a key factor for success in today’s marketplace.
The Android uninstall rate is 2x higher than iOS. Storage space, app quality, device quality, and incentivized
advertising are among the key reasons for this significant gap.
43% of gaming app installs on Android devices are uninstalled, compared to only 21% of shopping app installs.
iOS users are far more reliable with only 13% uninstalling gaming apps and a mere 9% removing shopping apps
from their devices.
The US has the lowest uninstall rate from non-organic installs on both Android and iOS: 31% and 12%, respectively.
KEY FINDINGSINTRO
As an app developer and marketer operating in a highly saturated landscape, you’re probably struggling with dwindling
retention rates. It is therefore no wonder that the freemium-dominated app market is rapidly changing: from an install-
driven to a post install-driven space where engagement is the new king.
With over 2 million apps in both Google Play and Apple’s App Store, each app has numerous competitors just waiting for
their chance to shine. If your app does not deliver on its promise on
all
fronts quickly, it won’t be used, or worse it will be
uninstalled. Without users constantly engaging with your app, monetization becomes very diffcult.
Do not despair! There are many metrics you can measure to optimize properly and prosper. One of the key data points
that can improve engagement is the uninstall rate. It offers important insights for your acquisition and re-engagement
strategies, in addition to user lifetime value predictions, and valuable information about the app itself and the experience
it apparently failed to deliver. Uninstalls are also an increasingly important factor in the app stores’ ranking algorithms, so
keeping the number as low as possible is crucial for organic app discovery.
For starters, it is important to know how your app compares to other apps and take action accordingly. This report provides
uninstall benchmarks by platform, category, and country, in addition to valuable tips on how to reduce your uninstall rate.
It is the industry’s most comprehensive uninstall report to date, and also includes, for the frst time, iOS data. Information on
Apple devices is particularly important since the App Store does not provide this data.
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