Mobile App Retention Rates, by Days After Install, Europe

TimeframeQ4 2018Q1 2019Q2 2019Q3 2019Q4 2019
Day 1
19.74%
20.52%
20.33%
19.78%
18.86%
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Day 7
11.02%
11.09%
10.68%
10.40%
10.24%
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Day 14
8.47%
8.62%
8.19%
7.93%
7.91%
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Day 28
6.63%
6.66%
6.22%
6.05%
6.16%
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Source: Adjust

Note: represents activity on Adjust's platform, broader industry metrics may vary

Additional Note: retention rate = percentage of users that are still using an app for a certain number of days after install

Methodology: Data is from Adjust's Global Benchmarks 2.0. More than 4 billion app installs across 7,000 apps were analyzed on Adjust's platform from January 1, 2018 to December 31, 2019. Adjust is an attribution and analytics provider for mobile apps.

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