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.