Why Do Bad User Retention Rates Happen to Good Mobile Apps?

Not-so-fun facts about mobile app user retention: Not only do a mere 26.6% of users revist an app the day after download, but that number drops to 12.1% after two weeks.

And by the 90-day mark, a whopping 71% of app users will have churned completely.

We wanted to understand why this level of abandonment occurs after a single use—and how the most popular apps are managing to do better. (Hint: they’re tackling the problem by creating better user onboarding experiences.)

So, we downloaded the top 100 iOS apps, went through their onboarding as if we were first-time users, and painstakingly screenshotted and recorded the experiences from start to finish.