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Customer Experience

2021 Engagement Benchmarks for Personal Services Apps

Ashley Sefferman  //  May 6, 2021  //  3 min read

One size did not fit all for Personal Services apps in 2020. Depending on industry, issues with supply chains, global price drops, and budget constraints impacted each brand differently.

In our 2021 Mobile App Engagement Benchmark Report, a study of 1,000 apps across a billion+ app installs, we take a close look at apps in the Personal Services category. Personal Services apps are separated into two subcategories: Home (real estate, property management, connected devices, etc.) and Family (child milestone tracking, family schedule management, etc.).

Regardless of their business focus, mobile teams working in Personal Services showed great emphasis on collaboration and flexibility that will continue to change how apps are designed, built, and leveraged across their business in years to come. Read on for data-supported benchmarks Personal Services apps should focus on in 2021 and beyond.

2021 Engagement Benchmarks for Personal Services Apps

Consumer Engagement

Generally, apps in Personal Services had a strong year for consumer engagement and saw little marketplace impact. Neither interaction rates nor response rates saw significant month-over-month shifts, and both were above macro averages (the Personal Services interaction rate was 45% compared to the macro average of 26%; response rate was 93% compared to the macro average of 92%).

Interaction and Response Rates for Personal Services Apps

Pandemic-driven lockdowns had a varied impact on monthly interactions for apps in both subcategories. Rather than scrambling to close growing consumer retention holes, many companies focused on testing new ways to engage the increased number of consumers in their apps and saw various results.

Monthly Interactions and Response Rates

Retention

Personal Services apps saw strong 90-day retention (48%) and annual retention (41%)—macro averages are 48% and 35%—and pulled in three times the number of ratings most other app categories saw, while keeping star ratings and number of reviews high.

Retention for Personal Services Apps

Shifting Emotion

An exception to macro benchmarks is around how many consumers shifted their emotions.

Shifted Consumer Emotion

The macro average for shifted emotions is -4%; apps in Home were slightly above the macro average at -5%, but apps in Family saw a -10% shift in consumer emotion.

Shifted Consumer Emotion by Category

Because such a high number of consumers in this category shifted emotions in 2020, there is a big opportunity for brands to help proactively influence the outcome. In 2021, these apps must tap into this segment of shifting emotions to understand why people are unhappy and to fix what went wrong.

Surveys and Messages

One way Personal Services mobile teams can focus on reaching consumers is through in-app surveys. While Family apps are surveying a large number of consumers (50%), apps in the Home category are only surveying .4% of their consumers, which is extremely low.

Surveys and Messages for Personal Services Apps

Basing product decisions on less than 1% of your brand’s consumer base is a flawed and dangerous strategy. In order to prevent churn and increase loyalty, brands should use 2021 to expand the number of consumers they hear from and ultimately take action on their feedback to improve in-app experiences.

Working in Mobile Personal Services in 2021

Personal Services apps in our study experienced 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 and generally had a fluctuating impact on the category.

As the data shows, Personal Services apps are beginning to recover, but still have a long road ahead. For more on how mobile teams in Personal Services can win back market share and improve feedback-based innovation, read our 2021 Mobile App Engagement Benchmark Report.

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.
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