The State of Mobile App Engagement: 2016 Benchmark Report

We’re excited to release our first annual mobile ecosystem consumer report, The State of Mobile App Engagement. Using data from around 1,000 of Apptentive’s customers’ mobile apps, this report provides benchmark metrics for companies to measure their mobile apps’ performance.

The benchmarks laid out in this report are meant to provide a better understanding of how your app measures up to the industry as a whole. Collectively, the metrics provide a holistic view of how engaged your mobile app customers are with your brand. By inspecting your apps’ metrics compared to the individual benchmarks listed, you’ll be able to pinpoint areas of opportunity to improve your customers’ app experience. If your app exceeds some or all of the benchmark areas, the next course of action is to continue evolving your app’s strategy to pioneer a new industry standard for exceptional mobile app experiences.

Best of all? The report is free for anyone to download!

Benchmark Metrics

The metrics we discuss provide a deep dive into in-app surveys, ratings and reviews, messages, and overall customer engagement and responsiveness across all app categories.

Here’s how we define each metric and the contents of each section:

• Surveys: Average response rate to in-app surveys.
• Ratings and Reviews: Average volume of ratings and reviews, the distribution percentage of star ratings, and the opportunity cost of a star.
• Messages: Average number of in-app messages sent by customers to brands, and average number of in-app messages received by customers from brands.
• Interaction and Engagement: Percentage of app customers who companies interact with, and the percentage of those customers who engage with the interactions sent.

Sneak Peak: Ratings and Reviews

It’s no secret star ratings impact the discoverability and conversion of apps, and companies’ overall brand image. Star ratings play a big role in the customer adoption process, and data from our research on the value of a star revealed 59% of people usually or always check ratings before downloading an app—even if everything else checks out.

How are star ratings distributed throughout the app stores? Here is what we found in combing through report data:

How does your app stack up? If you need a boost, check out what Apptentive can do for your ratings based on your current star rating:

Data included in the report serves as a benchmark for companies seeking to understand how their apps’ engagement stacks up against their competition, along the entire mobile landscape. Grab your free copy of the full benchmark report to find out how your app is performing.