Must-know mobile app benchmarks of 2024

Explore the latest industry benchmarks to see how your app compares and make data-driven decisions to enhance your UX and drive growth

Performance metrics to guide your 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.

Average notification opt-in rates: Android & iOS

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.

Average daily, weekly, and monthly retention rates for mobile apps

28.29%
Average 1-day retention rate
17.86%
Average 7-day retention rate
7.88%
Average 30-day retention rate

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.

Average session duration across all app categories

Pro tip: Apps that display 6-10 in-app messages weekly reported the highest average app session length.

Hit your retention & engagement goals

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.

Download the report