When Are Mobile App Users Most Active? The Answer Might Surprise You

By Kimberlee Morrison Comment


Responsive marketing campaigns are key to retaining app users. But when is the best time to send messages prompting users back to the app? Data from AppsFlyer examines user behavior based on time of day and week, along with other valuable insights.

The study data draws from more than 1.1 billion “non-organic” installs of over 6,000 apps from June 1 to December 15, 2015, and over 5 billion app launches which were used to measure in-app engagement. Non-organic actions are those taken in response to a marketing message.

Install rates for apps on both Android and iOS were highest over the weekend. iOS users peaked at 117 percent above the daily average on Sundays, while Android peaked at 105 percent above average on the same day. Indeed, the weekends seem to be when users were most engaged and when marketing messages would be most effective. However, Android installs deviated less during the week than iOS so spreading out ad spending allows broader user capture.

pasted image 0

Install activity during the day tends to peak around 6:00 p.m. in North America, 9:00 p.m. in Europe, and stays consistently high after 11:00 a.m. across Latin America. More specifically app install rates on iOS are 40 percent higher than average between 5:00 – 10:00 p.m., and 25 percent higher on Android between 6:00 -11:00 p.m..

pasted image 0-1

With the continued growth of the mobile space, attracting users and improving the stickiness of apps may depend on your ability to create responsive campaigns that capture users at the right time, and delivering a quality app experience.