www.qonversion.io Qonversion introduces the first-ever mobile subscription benchmarks to help marketers measure up their performance and make the right decisions. Our benchmarks report includes a variety of mobile app subscription metrics including install-to-trial conversion, trial-to-paid conversion, trial and subscription cancelation rates, and more.

1. IN-APP SUBSCRIPTION
BENCHMARKS 1.0
Fall 2020

2. The global app economy is growing rapidly
including through in-app purchases and
subscriptions.
Global spend in mobile apps hit 112 billion in
2020, growth of 25% year-over-year. iOS
represents 65% of the total spend.*
Along with the revenue growth, the entire
mobile ecosystem is growing and changing:
from ad networks and analytics services to
privacy standards.
Getting and keeping a positive ROAS becomes
more difficult so data has long been the fuel
that fires marketing .
Introduction
*Source: App Annie

3. Qonversion introduces the first-ever mobile
subscription benchmarks to help marketers
measure up their performance and make the
right decisions.
Our benchmarks report includes a variety of
mobile app subscription metrics including install-
to-trial conversion, trial-to-paid conversion, trial
and subscription cancelation rates, and more.
Qonversion is the data platform
for mobile apps to grow
subscription revenue

4. Methodology
Dates range: May – Nov 2020
Events
15,000,000
Platforms
iOS
Tracked subscribers
2,000,000
Installs
35,000,000

5. Subscription?
Let’s start with free trials
Subscriptions that offer a free
trial drive 70% of the total
revenue
90%
of iOS apps with
subscriptions provide
a free-trial period for
their customers
Total subscriptions revenue
70%

6. Top free offers by durations
Free
trial
duration
3 days
7 days
14 days
1 month
Other
72%
23%
1%
4%
0,1%
Free trials by durations
95% of the app developers chose to have a
3-day or 7-day trial period

7. of users cancel free trial
in the first 24 hours .
Most trial cancelations
happen almost immediately
after a trial start
39% 7%
Did you know:
Qonversion can setup push notifications triggered by
subscription events to increase subscriber retention.
7% of subscriptions eventually go to the
billing retry state.

8. Significant churn happens
in the first 30 days of a subscription
of users
cancel a monthly subscription
during the first month.
42%
Monthly Subscription
Cancelation Rate (30 days)
of users
cancel weekly subscription during
the first month.
Weekly Subscription Cancelation
Rate (30 days)
78%
Figuring out and addressing the reasons for the subscribers’ churn early in
the user journey can help increase apps retention.

9. Install-to-trial conversion rate
is a good indicator of user
buying intent
9%
Australia
Hong
Kong
Taiwan
Japan
South
Korea
China
Russia
United
Kingdom
Poland
Germany
France
Italy
Spain
Netherlands
India
Thailand
Malaysia
Indonesia
Philippines
Vietnam
UAE
Saudi
Arabia
Turkey
Chile
Colombia
United
States
Canada
Mexico
Brazil
8%
7%
6% 6% 6%
8%
7% 7%
6% 5%
5% 5% 5% 4%
10%
8%
7% 6%
3%
7%
6%
4%
8%
6%
5%
4%
8%
8%
Australia
& Oceania
North America
South America
Europe South Asia Southeast Asia Western Asia
East Asia
The Global install-to-trial conversion rate stands at 6.2%
Install-to-trial conversion fluctuates significantly and depends
on a lot of factors, with the country being just one of them.
Install-to-trial conversion by country

10. What really matters
is how users convert
to paying subscribers
Australia
Taiwan
Japan
South
Korea
China
Russia
United
Kingdom
Poland
Germany
France
Italy
Spain
Netherlands
India
Thailand
Malaysia
Indonesia
Philippines
Vietnam
UAE
Saudi
Arabia
Turkey
Chile
Colombia
United
States
Canada
Mexico
Brazil
Hong
Kong
34%
25%
35%
23%
33%
14%
27%
22% 20%
26%
20%
25% 25% 24%
16%
20%
13%
15%
20% 19%
20%
18%
27%
24%
28% 26% 29%
31%
30%
Australia
& Oceania
North America
South America
Europe South Asia Southeast Asia Western Asia
East Asia
The data shows that the most performing countries are Japan, Australia, China and the United States.
The most underperforming countries are India, Russia, the Philippines and Thailand.
Trial-to-paid conversion by country

11. The cornerstone of successful
marketing is the install-to-paying
subscriber conversion
2,8%
Australia
Taiwan
Japan
South
Korea
China
Russia
United
Kingdom
Poland
Germany
France
Italy
Spain
Netherlands
India
Malaysia
Indonesia
Philippines
Vietnam
UAE
Saudi
Arabia
Turkey
Chile
Colombia
United
States
Canada
Mexico
Brazil
1,6%
1,9%
1,0%
1,8%
1,3%
1,8%
1,0%
1,4%
1,2%
1,2% 1,2%
1,0% 1,0%
1,8%
1,0%
0,5%
1,2%
1,0%
0,7%
1,8%
1,4%
1,4%
0,9%
2,2%
2,2%
Hong
Kong
1,9%
Australia
& Oceania
North America
South America
Europe South Asia Southeast Asia Western Asia
East Asia
English speaking countries: Australia 2.8%, the United States 2.2%, and Canada 2.2%, are the top 3 most converting countries.
Right after we can see the Asian alliance: China 1.9%, Japan 1.9%, Hong Kong 1.9%.
Closing the top 10 converting countries are Chile 1.8%, Malaysia 1.8%, the United Kingdom 1.7%, and Taiwan 1.6%.
Install-to-paid conversion by country
1,0%
Thailand
1,2%

12. The weekly subscription plan has a low entry threshold
because of the low price. But at the same time, the weekly
plan may have 52 renewals during
the year and a higher lifetime value as a result.
The second place belongs to the annual plan ,
which shows the willingness of users to pay more
at once to save money.
Weekly subscription
generates more revenue
for developers
Average app revenue share
by subscription duration
1 week
1 month
3 months
6 months
1 year
45%
27%
2%
1%
26%

13. Low Refunds?
Your app is in good standing
2.7%
Median refund
rate for monthly
subscriptions
6.9%
Median refund
rate for annual
subscriptions
Use our median refund rates for monthly and annual subscription plans
to get an idea if your metrics are within a reasonable level.

14. The subscription data platform
for mobile-first companies.
Cross-platform infrastructure
Revenue analytics
Automation and win-back subscribers
Integrations

15. At Qonversion we are focused on
delivering value to help developers
grow apps faster
Start for free at www.qonversion.io