AppsFlyer: Benchmark on Game uninstalls on Android in October-November 2023
People delete games a lot. And there is a big difference between the average uninstall rate and the top 10%.
The figures are presented only for Android, as with the release of iOS 15, accurately tracking changes on iOS has become impossible.
According to AppsFlyer, every second app is uninstalled from mobile devices within 30 days of installation.
The situation is the worst for dating apps (64.6% of users uninstall them within 30 days) and games (52% of users uninstall the game within 30 days).
Paying users uninstall games more frequently (56.96% within the first month); organic users uninstall less often (50.06% within the first month).
In developing countries, the number of apps uninstalls is on average 20% higher than in developed countries.
AppsFlyer studied data from October 2023 on uninstallations of gaming apps. 43.54% of uninstalls occur on the first day of installing the game. Most likely, user expectations did not align with reality. 90.9% of uninstalls occur within the first 11 days. Afterward, uninstalls accumulate steadily.
Benchmark for the USA
Considering paid traffic, casual games in the USA, on average, have 47.55% of users uninstalling within the first 30 days. However, for the top 10% of projects in this regard, uninstalls are dramatically lower - only 1.11%.
The figure looks suspiciously low. Without additional information, I would approach it skeptically.
With mid-core projects, it's a bit more challenging. Looking at organic users, 51.69% uninstall the game within the first 30 days. However, for the top 10% of projects, this figure is three times lower - 16.67%.
Here, the figure seems more plausible.