Sensor Tower's Churn Analysis helps mobile app developers and publishers understand user loyalty by breaking down monthly active users into new, retained, and resurrected users. Churn rates vary by category: social media apps like Instagram have low single-digit churn, while retail apps like Etsy average 20-40% churn. BNPL apps like Affirm and Klarna have high churn.
The tool highlights that high new user growth may signal retention issues if MAU growth is slow. Retained users are crucial for revenue and advertiser value, with Facebook and Instagram retaining over 94% of users. Resurrected users, re-engaging after inactivity, are important for health and monetization, as seen in grocery delivery apps like Instacart.
This analysis enables data-driven decisions to combat churn and drive growth.
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