One-Third of Mobile App Engagements Last Less Than One Minute

Date: July 17th, 2014

SAN FRANCISCO, CA - July 17, 2014 - Swrve, the world’s leading mobile marketing automation platform, today released results from its App Metrics Report. The report outlines benchmarks for mobile app performance including retention, engagement, time spent, marketing and social sharing behaviors. 

Findings from this report show that more than one-third (34.1 percent) of mobile app engagements last less than one minute. That number represents a reminder that initial app experience, optimization and personalization are vital in the challenge of making mobile apps as ‘sticky’ as possible.

Meanwhile 13.3 percent of sessions last longer than 10 minutes, and when it comes to typical time spent during a session, average session length comes in at 5 minutes 7 seconds. 

Additional key findings from the report include:

  • Sticking Around: An average of 26 percent or about 1 in 4 consumers engage with their mobile app 24 to 48 hours after the first session. Conversely, 74% of users either wait longer than 48 hours or never engage with their mobile app for the second time.
  • Getting Involved: The average number of mobile app sessions that occur monthly are 13.69 and a full 75 percent of apps are used at least 7 times in a month.
  • When Apps Are Used: Whilst app usage peaks in the ‘primetime’ early evening slot, the report confirms that mobile apps are used throughout the working day.
  • Talking to Users: In-app message campaigns deliver an average click-thru rate of 37 percent. On the other hand, push notifications deliver an average click-thru rate of 0.6 percent, suggesting that push alone is not enough when it comes to mobile marketing automation.
  • Getting Users to Share: Only eight percent of users share content from their mobile apps at least once a month. Of the group of sharers, 15 percent have shared something from the app more than 5 times in a month.

“Today’s most successful companies are focused on ways to engage their audiences in smart and consistent ways - and that means mobile,” said Christopher S. Dean, CEO of Swrve.

“But this data confirms that building relationships on mobile is hard. Retention is a challenge, as is the need to make an impression within a short space of time. Mobile marketing automation, and Swrve, is the answer to that challenge.”

To read the full report, please click here

As in previous Swrve reports, results are based on real data from millions of users across dozens of apps. This report covers data from the calendar month of May (all 31 days). All data is “app centric” rather than “user centric.” Retention rates quoted are for new app users in that month with at least 7 potential days of activity in the app. The report covers apps of all types. In total over 50 apps were analyzed, covering 10s of millions of users and billions of mobile events.