The news: Day 30 activation rates in North America show that utility-driven app categories, particularly finance and health, outperformed entertainment and shopping in Q3 2025, according to our Industry KPI data provided by Airship.
- Activation rates—which represent the percentage of Airship customers who returned to an app 30 days after downloading—were 17.2% for finance and 13.1% for health and fitness.
- Among content-driven categories, activation rates were 9.5% for news and magazine apps, 8.9% for sports, and 7.3% for music and audio.
- Entertainment apps (4.2%), shopping (4.4%), and travel (3%) lagged far behind.
Finance stood well above lower-performing categories: Its Day 30 activation rate was more than four times higher than the majority of consumer entertainment categories. Rates for health and fitness, meanwhile, were nearly three times higher than entertainment and shopping.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.emarketer.com ’
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