Australian Mobile Users are among the heaviest App Users Worldwide

90 percent of Australian mobile users stop using any given app 14 days after installing it

18 MAY 2016, SYDNEY
Summary
Today, adjust, one of the world’s leading mobile attribution and analytics companies, publishes the first results of their latest benchmark report, revealing that 89.5 percent of Australian users stop using any given app after 14 days after they installed it.

Today, adjust, one of the world’s leading mobile attribution and analytics companies, publishes the first results of their latest benchmark report, revealing that 89.5 percent of Australian users stop using any given app after 14 days after they installed it.

The results of adjust’s report show that during the first two weeks after an installation, Australian users open an app two times a day and spend 2 minutes 26 seconds on it. Compared to the global average (1 minute and 21 seconds), Australian’s spend almost twice as much time on any given app. Nethertheless, the retention rate - the percentage of mobile users returning to an app two weeks after the installation - is only at 10.5 percent.

“adjust’s latest benchmark report highlights the need for mobile app marketers, to think beyond install numbers and start thinking about user engagement in their app,” says John Sardelic, Managing Director AU/NZ & SEA at adjust. Australia’s mobile phone penetration has steadily grown over the past years and is at approximately 85 percent now. It is expected to increase to 88.6 percent by 2019. John Sardelic continues: “Using adjust’s solutions, mobile marketers have the ability to not only identify the key users who are most engaged in their app, but also those who aren't so invested. It can help app marketers work on retargeting campaigns to actively re-engage these dormant users and have them once again use their app at a more frequent rate.”

With a revenue growth of over 300 percent in 2015, adjust is one of the fastest growing startups in Germany - a trend that seems to keep going. To date, the Berlin-based tech company has more than 100 employees and is present in eleven cities across five continents.

For more information about adjust and the benchmark report, please visit www.adjust.com/mobile-benchmarks-q1-2016



About adjust

adjust is a business intelligence platform for mobile apps with a focus on user acquisition, fraud prevention, and app marketing. The Berlin-based tech company provides the highest quality analytics and attribution solutions for companies, worldwide. With adjust’s open-source SDK, app developers can identify, in real time, which advertising campaign has led to an app installation, how much money users spend on in-app purchases, or when a user is most likely to uninstall the app, among other features.

adjust is a Facebook Marketing Partner and a Twitter Marketing Platform Partner. More than 14,000 apps have implemented adjust’s solutions to improve their performance. Among those are clients like Zalando, Rovio and Zynga as well as global brands like Microsoft and Warner Bros. Founded in Berlin in 2012, today adjust has eleven offices across five continents: Beijing, Berlin, Istanbul, London, Paris, San Francisco, São Paulo, Shanghai, Singapore, Sydney and Tokyo.

Images
Download PDF
Download PDF
news