Day 30 Retention Rate in Games Dropped by 20% in Two Years

Average daily retention rates on Android saw an especially noticeable decline.

Analytics company AppsFlyer has released a new report that provides insights into how mobile game and non-gaming app retention has changed within the last two years.

According to the report, average daily retention rates on Android have steadily fallen across Q3 of the past 3 years. For example, in the last year alone, the platform retention on Day 14 decreased by 6.5% (from 4.6% to 4.3%), and Day 30 retention dropped by 10.3% (from 2.9% to 2.6%).

The company's analysts attribute the decline to increased competition in the Android market. According to them, the lockdowns during the COVID-19 pandemic made users get "bored" with apps they usually spent time in and explore competitor apps which led to a larger selection of applications. This is why users became more distracted and generally less loyal to any particular app.

On iOS, however, there is no similar decline. Still, its Day 1-30 retention rates haven't seen growth either. Compared to Q3 2021, the retention on Day 14 fell by 1.5% (to 6.7%), and on Day 30 it decreased by 4% (to 4.3%). While, in general, retention rates on iOS remained stable, AppsFlyer believes that if iOS Day 30 retention rate continues to fall and dips below 4%, this might be cause for concern on the platform.

As for mobile games specifically, their retention rate drop is especially noticeable. Day 30 retention on both platforms combined saw a 10% decline from Q3 2021 and, compared to Q3 2020, it has fallen by 20%.

You can learn more by reading the full report here. Also, don't forget to join our Reddit page and our Telegram channel, follow us on Instagram and Twitter, where we share breakdowns, the latest news, awesome artworks, and more.

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