The average smartphone owner uses 10 apps per day and 30 apps each month. However, the struggle to keep users engaged and the increasing competition make it challenging for app publishers to thrive.
In 2022, app abandonment rates rose by 6%, underscoring the need for effective engagement strategies. That same year, publishers spent an estimated $29M in programmatic ad spend on abandoned apps.
Truth be told, many apps today fail to engage users effectively, leading to high churn rates and lost revenue opportunities. Below, we’ll explore why that is and how Zendrive's IQL solution elevates app engagement in the face of these challenges.
App engagement benchmarks across categories
App engagement stands as a defining factor for success across various categories. Understanding the nuanced benchmarks within gaming, social media, shopping, utility, and content apps becomes pivotal for developers and marketers alike.
Each category boasts unique user behaviors and preferences, guiding the metrics that signify active user participation. These benchmarks emphasize not only the differences in user behavior but also the varied strategies needed to cultivate engagement within each app category.
Here’s a quick look at a few of these benchmarks, further explained below.
- Gaming: 40-60% retention rates and 5-10 minute session lengths
- Social media: 40-60% DAU/MAU ratio and 5-15% interaction rate
- Shopping: 20–40% retention rate after 30 days, 25–40% card addition rate, and 1–5% of users for purchase conversion rate
- Utility: 15–40% tap rate
- News/content: 2-7 articles read or videos watched per session, 50-80% scroll depth of each article/video, 35-55% retention after 90 days
For gaming apps, the dichotomy between casual and hardcore gaming unveils contrasting benchmarks in retention rates and session durations. Hardcore gamers exhibit higher retention (40–60%) and indulge in lengthier sessions (5–10+ mins) compared to casual gamers.
Social media platforms pivot around high activity, with benchmarks centered on interaction rates and messaging frequency, aiming for a DAU/MAU ratio of 40–60% and interaction rates of 5–15%. Shopping apps, on the other hand, hinge on user actions like cart additions and conversion rates, with retention rates ranging from 20–40% after 30 days. The key lies in fostering user engagement by encouraging actions that drive revenue and long-term loyalty.
Utility apps aim to create habits around core features, gauging success through core action frequency and notification tapping rates. Meanwhile, news and content apps measure engagement through article/video consumption per session and long-term loyalty, focusing on the depth of user interaction and retention over time.
To bolster engagement rates, a strategic approach across app categories includes optimizing the user experience, deploying targeted notifications, analyzing user cohorts, and constantly enhancing features to drive habitual usage.
Whether it's guiding new users through seamless onboarding processes to ensure they activate features that trigger engagement, or releasing fresh content and features that bring new utility or create new habits, the key lies in continually adapting to user preferences and behaviors.
Increase app engagement with Zendrive’s IQL: A data-driven experience
Zendrive’s IQL solution redefines app engagement by harnessing the power of driving behavior data via Zendrive’s cutting-edge SDK, sensor data, and AI technology. This approach allows apps to offer personalized insights that resonate with users throughout their driving experience, leading to a significant savings potential of up to $1200 annually.
By seamlessly integrating the SDK into their apps, publishers effortlessly tap into a goldmine of data. This integration, coupled with secure and privacy-compliant data collection, continually assesses driving behaviors, enabling insurance offers based on actual driving habits, not just on traditional factors like gender or credit score.
IQL generates up to a 30% increase in app engagement by streamlining several engagement facets:
- Driving insights & automatic trip history: Users benefit from insights and trip histories automatically created, offering a personalized understanding of their driving habits.
- Mobility challenges & leaderboards: Engagement gets an added edge through mobility challenges and leaderboards, driving competitive engagement among users.
- Driver score trends: Users track their driving behavior trends, fostering a sense of growth and accomplishment within the app.
- Offers and rewards: Personalized incentives based on safe driving habits fuel continual app usage, creating a rewarding experience for users.
IQL's personalized approach and insightful engagement strategies foster continuous user involvement and satisfaction within the app, ultimately driving heightened engagement and retention rates.
Integration with top engagement tools
When it comes to enhancing app engagement, the integration of IQL with popular engagement tools like Iterable, Zapier, Braze, and more is an important added benefit. Publishers can connect their existing tools with pre-built APIs and webhooks, and engage users with insights and updates across the entire test drive journey.
The seamless integration between IQL and these tools empowers publishers to maximize user engagement, fostering a more enriching and compelling user experience within their apps. For example, it allows for features like driving scores and savings opportunities to be spotlighted via personalized messages. This synergy enables publishers to create deeply engaging and relevant communication that resonates with users at every stage of their app experience.
Looking ahead: Elevate app engagement with IQL
In a world where user engagement is paramount and competition is fierce, embracing innovative solutions like IQL is essential for app publishers. Acquiring app users comes at a high cost, making user retention and engagement vital for a lucrative business.
IQL excels in enhancing engagement and retention through its distinctive data-driven driver experience, generating numerous personalized engagement opportunities. It sets apps apart with unique features and drives significant incremental revenue through exclusive auto insurance offers and rewards.
By bridging the gap between driving behavior data and personalized app experiences, IQL is transforming the app engagement landscape. Publishers can achieve up to 60% higher retention and up to 30% higher app engagement, translating to increased opportunities for app monetization.
Start your journey towards elevating app engagement with IQL today. Contact us below.