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App activation rates much higher with identified users
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Key stat: The day 30 worldwide activation rate among identified users for news and magazines apps is 27.8%, compared with 10.8% of anonymous devices, according to a June 2025 report from Airship.
Beyond the chart:
- 65% of Americans have at least one paid mobile app subscription, per a July YouGov survey.
- 30% of US loyalty members use a brand’s mobile app to sign up for their loyalty program, per a June EY report.
Use this chart: Marketers and retailers can use this chart to prioritize account creation strategies, like loyalty program sign-ups, to boost app retention.
Related EMARKETER reports:
- US Mobile Advertising Forecast and Trends 2025 (EMARKETER subscription required)
- US Time Spent vs. Ad Spending 2025 (EMARKETER subscription required)
Methodology: Data is from Airship benchmarks between October 2022-June 2025. Apps with more than 100K monthly active users are included in the overall average. Apps that use device sign-in/sign-up are included in the identified users group.
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