App Retention Report

Mobile apps not only boost the loyalty of existing customers, but they also open the gateway to new customer demographics that may not have interacted with a retailer on another channel before. It is important to activate and retain all shoppers who use your app, especially those whose first point of interaction is the app rather than the website or stores.

To investigate retention and loyalty, we looked at the behaviour of online shoppers throughout Q1 and Q2 2016, including a sample of over 973,000 app users who initiated over 7 million app sessions. Download the report here.

Some of the most interesting findings include:

Shoppers are moving to apps

: The average online shopper is spending 6% more money on apps and 5% less money on the mobile web every month. Apps also show 2.5 times higher retention rates than the mobile web.

The two week rule

: If the customer is still using the app after two weeks, they will become a long-term user.

Just one purchase will double long-term loyalty

: Shoppers who make at least one purchase on the app show over 2x higher retention rates from 7 weeks of downloading the app onwards.

App features can be leveraged to increase loyalty

: Features such as product zoom, wishlist and social sharing not only impact engagement and conversion rates, as we found in our app commerce report, but they also boost retention.

 

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