App Churn Rates (2024)

David Curry

Updated: July 4, 2024

Even with all of the marketing, onboarding and retention strategies deployed by app companies, the vast majority of downloads end with an inactive and unengaged user. More than 90% of users on average switch off before day 30.

There is some variance across platforms, categories and countries, but for the most part a majority of users will switch off within that time period. This makes the job of retaining a user one of the most important for marketers, as even keeping one in ten users pushes their app above the average.

Identifying at which stage in the onboarding process a user switches off is also key to improving the journey for each user. A lot of apps that offer subscription services have recently added more onboarding processes and checkups, as a way to reduce the amount of churn.

Too high a churn rate can be the death knell for an app, although there are many strategies out there and an entire ecosystem of marketing and analytics platforms with the goal of improving retention and stickiness. Making the adjustments as soon as possible is the priority, as most apps don't have a long window of time to engage new users.

We have collected data and statistics on app churn rate. Read on below to find out more.

Key App Churn Statistics

  • iOS has an average churn rate of 96.3% by day 30, while Android is higher with 97.9% churn
  • Photo & Video apps have the highest average churn rate; News have the lowest
  • China has the highest churn rate by country of 98.5%
  • Over 50% of annual subscribers are inactive by the end of their subscription
  • Lifestyle apps have the highest average sub