Apptentive Guidebook

2019 Mobile Benchmarks, by App Category

How Apps in Each Category Compare and Compete

Understanding how competition fares is part of a winning mobile strategy. This report shares an industry-specific view of 2019 mobile app benchmarks by looking at how each app category compares and competes with the others.

Download the Guide

Collecting and making sense of customer feedback isn’t a walk in the park for product managers and marketers. The collection process is a big analytics challenge across various channels, and it can take months to set up a first version of a feedback collection and implementation process—and years to get it right, especially as the size of your customer base grows.

Conversely, many customers feel that providing feedback is simply too time consuming, too annoying, and too much of a hassle. It’s much easier for them to simply uninstall an app or search for a competitor, and move on to the next alternative. Customers don't feel heart or listened to, which results in heartache and frustration.

But it doesn’t have to be this hard. There are easier ways to gather customer feedback and turn it into your brand’s biggest strength, unique only to your business. This guide outlines the possibilities.


Use mobile as a vehicle to listen and respond to customer conversations.


Communicate intelligently with your customers at the right place, right time, and with the right people.


Glean insights, learn, and take action based on customer feedback.

This report looks at how engagement metrics impact an app’s discoverability, loyalty, and retention rates by drilling down into app store category specifics. In the first half of the report, we look at how apps in each category stack up to the others. The second half of the report goes deep into data focused on individual app categories, along with tips on how app publishers can improve based on their industry.

From this report, you'll learn:

  • Industry "score cards" showing engagement data for the average app in top app store categories
  • Category-specific tips to improve mobile customer engagement, retention, and feedback
  • How ratings and reviews impact each vertical, and how the stack up to each other
  • Average response rates to in-app surveys and messages by app category
  • Average interaction and response rates by app category
  • And much more!

Data included is from over 800 unique Android and iOS apps in the Food and Drink, Travel, Finance, Shopping (Retail), Media, and Lifestyle categories, from January 2018 to December 2018.