Introduction
Mobile Engagement Benchmarks
Mobile Indexes
9 Average Monthly Cost per Install
11 Register: Monthly Costs & Engagement Rates
12 Reserve: Monthly Costs & Engagement Rates
14 Purchase: Monthly Costs & Engagement Rates
16 In-App Purchase: Monthly Costs & Engagement Rates
18 Subscribe: Monthly Costs & Engagement Rates
Engagement by Gender
Engagement by Platform
Engagement by App Category
28 Dating App Engagement
30 Finance App Engagement
31 Gaming App Engagement
33 Shopping App Engagement
35 Travel App Engagement
36 Utility App Engagement
Regional Analysis
In-App Mobile Retention
48 In-App Engagement by Platform
49 In-App Engagement by Category
56 In-App Engagement by Region
58 The Impact of Channels on Retention
Conclusion
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2018 Mobile App Engagement Index3
The output is massive and the sheer
volume of apps coming online every
month can make any mobile app
marketer anxious. Based on fgures
from Pocketgamer, 9,438 apps were
submitted in September 2018 to the
Apple App Store alone—a momentum
that shows no signs of slowing.
Fortunately, app supply isn’t the only
number breaking records. Sensor
Tower Store Intelligence pegs
combined app revenues for the
Apple App Store and Google Play at
$34.4 billion for the frst half of this
year, representing a year-over-year
Introduction
increase of 27.8%. While the growth of
Google Play app downloads was “more
pronounced,” linked to the higher rate
of Android adoption worldwide, Apple’s
platform earned more than double the
revenues.
However, massive growth confronts
marketers with massive challenges.
App marketers determined to acquire
and retain users in this crowded and
competitive marketplace are vying
for consumer attention, which, unlike
apps, is in frighteningly short supply.
The pressure is on app marketers to
drive deep-funnel interactions with
Fueled by billions of smartphones and powered by millions of apps, the
global App Economy is entering a new and critical phase of growth.
2018 Mobile App Engagement Index4
their apps—and that requires them to
double down on eforts to address their
audience, encourage engagement and
inspire frequent use of their apps.
This Liftof and Leanplum 2018 Mobile
App Engagement Index report equips
app marketers to make data-informed
decisions, ensuring their app remains at
the center of the customer experience.
The Index draws from Liftof internal
data from September 1, 2017 through
August 31, 2018—which spans over 257
billion impressions (257,492,955,717 to
be exact) across 58.4 million installs
and 19.2 million frst-time events.
Specifcally, the Index tracks costs
and conversions across 47.4 million
post-install events throughout the
funnel (App Installs, Registrations,
Reservations, In-App Purchases,
Purchases and Subscriptions) across
leading app categories (Dating,
Finance, Gaming, Shopping, Travel
and Utilities). The Index also ofers a
breakdown of data by platform (iOS and
Android), user demographics (gender)
and region (North America, LATAM,
EMEA and APAC) to help app marketers
architect strategies to address their
audience, increase engagement and
make their apps indispensable.
The report also breaks new ground
through a partnership with mobile
engagement platform Leanplum,
providing an analysis of retention
data (average session length, amount
of time since the last app activation
and percentage of active users) and
showing the impact of communication
channels (push notifcations and email)
on retention metrics.
The burgeoning global App Economy
has produced more opportunities than
ever to interact with users and infuence
their actions. Use the data and insights
contained in this report to turn every
session into an opportunity to pinpoint
the approaches and contexts that will
allow you to drive usage, boost loyalty
and ultimately increase revenues.
This Index tracks costs and conversions across 47.4 million
post-install events throughout the funnel across leading app
categories.。