2020 Mobile Customer Engagement Benchmark Report

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2020 Mobile Customer Engagement Benchmark Report

Apptentive’s annual mobile app engagement benchmark report serves as a baseline to help app publishers across categories understand their app’s engagement strengths and areas for improvement. The report is meant to serve as a yardstick for companies seeking to understand how their customer feedback and engagement metrics stack up against the market, and includes mobile benchmarks aggregated across Food and Drink, Shopping, Travel, Finance, Media, and Lifestyle app categories.


  • Apptentive customers see 90-day consumer retention rates that are 70% higher than the industry average for mobile app retention.
  • The year-over-year volume of star ratings grew for both iOS (+158% from 2018 to 2019) and for Android apps (+44% from 2018 to 2019).
  • There was a 29% increase in surveys sent in 2019 from 2018. Even with the year-over-year increase in the number of surveys sent, the survey response rate held steady at 18%. For reference, the market cross-industry average response rate is 1%.
  • The 2019 average response rate for an Apptentive Note-linked survey was 54% (iOS 50%, 62%). Again, the market cross-industry average for in-app survey response rates is 1%.