Our 2021 Mobile Customer Engagement Benchmark Report is here! Download the report and see how your app stacks up against others in your industry.

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We tailor each demo to your specific business needs. See it for yourself and contact us today!

Thanks for reaching out! While you wait for confirmation from an Apptentive team member, you may find these free resources to be of interest:

Guide

View resource

Guide

7 Steps to Product Roadmap Success

Learn how to fight feature creep, deliver the right value, and translate vision into action. Let us help you revitalize your product roadmap today, and help make 2021 your year.

Download Now

Customer Experience

2021 Mobile App Engagement Benchmark Report

Ashley Sefferman  //  March 16, 2021  //  3 min read

2020 reset the mobile app engagement playing field. In response, teams across all industries need to rethink their mobile feedback and engagement strategies to meet rapidly-shifting marketplace changes. Today, we’re thrilled to release our 2021 Mobile App Engagement Benchmark Report.

Apptentive’s annual mobile app engagement benchmark report serves as a baseline to help you understand your app’s engagement strengths and areas for improvement. Our 2021 report includes data from 1,000 iOS and Android apps with 5,000+ active users, with over a billion app installs evaluated.

Download Now, 2021 Mobile App Engagement Benchmark Report

Key Findings

Almost all apps in our study experienced significant change in consumer engagement, customer retention, daily active usage, emotion-based feedback, consumer interactions, ratings and reviews, and more. These changes were driven by a variety of unprecedented factors due to the coronavirus epidemic, which catapulted mobile app downloads, usage, and corporate investment.

Key findings include:

  • Companies who proactively engage with consumers at the right time and place see their 90-day retention results double the industry average, which is between 20-30%.
  • Brands shifted focus to improving long-term retention. 63% of consumers who were proactively engaged in Q1 were still seen later in the year (Q3-Q4).
  • There was a 50% year-over-year increase in the number of surveys sent, with an average response rate of 16% (industry average for survey response rates is 1%).
  • Simply giving customers the choice to opt into or out of surveys resulted in survey response rates of 60% (again, industry average for survey response rates is 1%).
  • 13% of consumers shifted their emotions to move between Fan and Risk audience segments. Brands only lost an average of 4% of consumers in this group thanks to precise segmenting and proactive, personalized outreach.
  • Almost all apps experienced significant change in their DAU due to COVID-19. Three main trends took place: massive drops, huge spikes, and higher frequency of app usage.

Consumer app usage has never been higher—and for many industries, the opportunity to win market share has never been greater. There are three focus areas for brands to prioritize in order to win in 2021 and beyond:

  1. Focus on retention, not acquisition. Prioritizing retention allows teams to lower marketing costs, improve loyalty, and save resources.
  2. Turn apps into listening channels. Mobile has become a primary—if not the only available—listening channel. Understand customer emotion by gathering, measuring, and acting on feedback to make product decisions.
  3. Go all in on personalization. Allow consumers to direct their own journey within your mobile experience based on individual preferences.

Download the report for a more comprehensive look at how your app performed compared to the marketplace.

What’s New in the 2021 Report

This year, we expanded the number of app categories included in our data to give an industry-specific point of view to mobile app engagement strengths and weaknesses. App categories include Media and Entertainment, Finance, Food and Drink, Healthcare, Personal Services, Shopping, Travel, Utilities, Business Services, and Education. We’ve also added 20 subcategories to go even deeper into the data.

2021 Mobile App Engagement App Categories

Annual impact on MAU was driven heavily by COVID-19. To help mobile teams better understand engagement fluctuations, we’ve added month-over-month breakdowns across our macro averages, individual categories, and within subcategories. Focusing on when fluctuations occurred will allow readers to take away a more holistic view of their engagement strengths and weaknesses.

COVID's Impact on Monthly Interactions

See the Report

This year’s data fascinated us in many ways as the effects of COVID-19 shook every inch of the mobile marketplace. Brands quickly pivoted to respond to rapidly changing consumer behavior due to pandemic-driven lockdowns. In return, consumers turned to brands in new, intimate ways as the mobile channel became a primary method of relationship building.

Download a complimentary copy of the report now to see how your app performed against the marketplace and to help set new, data-backed engagement goals for 2021.

Download Now

About Ashley Sefferman

Ashley Sefferman is Head of Content at Apptentive. A digital communication and content strategy enthusiast, she writes about multichannel engagement strategies, customer communication, and making the digital world a better place for people. Follow Ashley on Twitter at @ashseff.
View all posts by Ashley Sefferman >

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