Explore the latest industry benchmarks to see how your app compares and make data-driven decisions to enhance your UX and drive growth
Wondering how your app stacks up against the competition? You’re in the right place. In today’s quickly-evolving app landscape, understanding your performance is the key to unlocking sustainable growth. From retention rates to user engagement and push notification effectiveness, clear benchmarks can guide your strategy and keep you ahead of the curve.
Android opt-in rates have historically been significantly higher than iOS due to the fact that Apple follows an opt-in model and Android defaulted user enrollment. That changed in 2022 and, as a result, we’re seeing the delta between channels narrow.
Pro tip: If you already use a pre-permission prompt for iOS, now is the perfect time to apply the same messaging flow to your Android app.
Average mobile push notification opt-in rates by app category
Download the full report to see opt-in rates for other app categories
Android opt-in rate |
iOS opt-in rate |
|
|---|---|---|
|
Business |
Android opt-in rate 56.7% |
iOS opt-in rate 46.3% |
|
Education |
Android opt-in rate 39.7% |
iOS opt-in rate 37.1% |
|
Entertainment |
Android opt-in rate 40.3% |
iOS opt-in rate 27% |
|
Finance |
Android opt-in rate 49.5% |
iOS opt-in rate 48.7% |
|
Food & drink |
Android opt-in rate 32.8% |
iOS opt-in rate 40% |
|
Games |
Android opt-in rate 27.8% |
iOS opt-in rate 20.6% |
|
Health & fitness |
Android opt-in rate 43.2% |
iOS opt-in rate 33.5% |
|
Lifestyle |
Android opt-in rate 38.8% |
iOS opt-in rate 34% |
|
News |
Android opt-in rate 36.7% |
iOS opt-in rate 29.8% |
|
Productivity |
Android opt-in rate 53.6% |
iOS opt-in rate 44.8% |
|
Shopping |
Android opt-in rate 36% |
iOS opt-in rate 33.2% |
|
Utilities |
Android opt-in rate 51.5% |
iOS opt-in rate 51.6% |
Notification opt-in rates are highly-contextual to app industry and device. Ensure you’re setting accurate and realistic goals by checking out what success looks like for your vertical.
Pro tip: Using in-app messages to introduce the native opt-in prompt significantly increases opt-in rates. Learn how to write a compelling opt-in message to contextualize the opt-in decision, build trust, and reinforce the value that notifications will provide.
Pro tip: Apps that send onboarding messages earn higher 30-day retention rates and 24% higher install-to-purchase conversion rates. Learn more about how to create an irresistible onboarding experience.
Average daily retention rates by app category
Download the full report to view retention rates for other app categories
1-day retention |
7-day retention |
30-day retention |
|
|---|---|---|---|
|
Business |
1-day retention 25.38% |
7-day retention 16.85% |
30-day retention 6.94% |
|
Education |
1-day retention 27.5% |
7-day retention 17.76% |
30-day retention 8.02% |
|
Entertainment |
1-day retention 28.4% |
7-day retention 18.15% |
30-day retention 8.46% |
|
Finance |
1-day retention 26.84% |
7-day retention 18.54% |
30-day retention 8.03% |
|
Food & drink |
1-day retention 22.86% |
7-day retention 18.85% |
30-day retention 7.86% |
|
Games |
1-day retention 32.22% |
7-day retention 18.08% |
30-day retention 7.67% |
|
Health & Fitness |
1-day retention 28% |
7-day retention 18.13% |
30-day retention 8.48% |
|
Lifestyle |
1-day retention 25% |
7-day retention 13.13% |
30-day retention 5.94% |
|
News |
1-day retention 26.67% |
7-day retention 15.83% |
30-day retention 7.55% |
|
Productivity |
1-day retention 32.86% |
7-day retention 24.23% |
30-day retention 9.63% |
|
Shopping |
1-day retention 29.09% |
7-day retention 18.26% |
30-day retention 7.2% |
|
Utilities |
1-day retention 28.18% |
7-day retention 16.75% |
30-day retention 9.2% |
Pro tip: Creating a "sticky" app experience is all about bringing users back to your app at the right moment. Setting up a re-engagement Journey can help you nurture lasting user habits and combat churn before it occurs.
Pro tip: Apps that display 6-10 in-app messages weekly reported the highest average app session length.
Our annual State of Customer Engagement report is the ultimate handbook for contextualizing and revolutionizing your app performance in 2024, based on data from trillions of messages sent with OneSignal. Download the report to learn what high-impact optimizations to make to your messaging strategy to move the needle for your business.