Key stat: 20% of users who downloaded mobile apps with onboarding campaigns in Q2 2024 returned to the app the next day, compared to just 16% across all apps, according to data from Airship.

Beyond the chart:

• Mobile apps with onboarding campaigns saw a 24% engagement score, compared to 17% across all apps in Q2 2024, per the Airship data.
• Mobile commerce will account for more than half of ecommerce sales in 2028, per a May EMARKETER forecast.

Use this chart: Marketers can use this chart to justify investment in onboarding strategies, like personalized tutorials and timely push notifications, to improve early user retention.

Related EMARKETER reports:

• US Mobile Advertising Forecast and Trends 2025 (EMARKETER subscription required)
• The Mobile Commerce Opportunity (EMARKETER subscription required)

Methodology: Data is from Airship benchmarks between January 2023 and June 2024. Apps with more than 100,000 monthly active users are included in the overall average. Apps running in-app onboarding campaigns are included in the onboarding group.