When measuring key performance indicators, you’ve got to understand what you should be measuring, but more importantly you should know exactly what you should be measuring it against. It’s highly beneficial to know what KPIs are currently relevant for mobile app usage, but without understanding the difference between good and bad measurements of these KPIs, you’ll be struggling to see where to improve.

We’ll be discussing the 2015 benchmarks for mobile app usage KPIs below.
Mobile App KPIs

Why Benchmarks Matter

When it comes to mobile app usage, understanding benchmarks for KPIs is very, very important. Here’s a great but simple example to explain exactly why benchmarks matter. Let’s say you have a mobile game – you’re seeing very healthy user engagement and the average time spent in the mobile game is seeing higher numbers than any of your other apps have ever reached.

The trouble is, if your other applications are utility apps, travel, ecommerce or any other type of non-gaming application, user engagement is going to be typically lower. A ‘good’ average engagement time for a utility app would be a lot lower than that of a ‘good’ mobile game. In fact, according to a study by Adjust, mobile users spend 2-10 times more time in games than they do in any other type of app.

We can reasonably assume from this information that KPIs vary greatly between apps and this is why benchmarks matter.

The Important KPIs

To further continue with our point above, we’ll be talking a little about some of the important KPIs for mobile app usage. Along with these KPIs, we shall share some data on benchmarks for various mobile categories.

User Retention Rates

The user retention rate is one of the most important KPIs for mobile app usage – with user retention we can measure exactly how many app users are returning. This is important because returning users help to build a healthy app user base and returning users are much more likely to invest in an application via in-app purchases than a new user would.

If we take a look at the percentage of users returning to an app a week after installing, we can see that retention rates for games are sitting at roughly 15% for Android and iOS users. Entertainment apps on the other hand are seeing a rough average of 8-9%. Ecommerce apps are seeing over 10% retention rates for both Android and iOS, whereas utility apps are seeing close to 15% user retention rates on Android and around 11% on iOS.

As you can see, the stats differ tremendously between different app categories.

Time Spent Per Session

Let’s go back to the original case we made against the average game time spent versus non-gaming apps. Immediately you’ll see that time spent per session in a game app sits at just over 700 seconds for Android and just over 600 seconds for iOS. Entertainment apps are seeing almost half this for 350 for iOS and 300 for Android.

Utility apps are seeing between 200 and 300 seconds for Android and iOS and Ecommerce time is sat at 350 to 450 seconds for both operating systems.

So there we go, it’s clear to see that the benchmarks for KPIs for mobile usage varies incredibly between different app categories. You may want to check out the Adjust study to see more in-depth details about the stats used to create this article.

What Can be Taken From This Article?

If you’re serious about making your mobile application successful, studying KPIs for mobile app usage such as retention rates, time per session and average sessions per day, you’ll need to look into the benchmarks for each KPI. Studying the average benchmarks for the niche your app falls into will help you to accurately measure your own app performance. With accurate measurements you’ll find it a lot easier to work on improving your app and increasing its revenue.