In our latest analysis, we found that retention rates of messaging apps out-performed the average of all apps. Messaging app retention is 1.9 times better than the average for one-month retention and 5.6 times better than the average for 12-month retention. The chart below shows the average retention of messaging apps compared with the the average retention of all apps over one month, two month, three months, six months and 12 months. Here we define retention as users who launched the app “n” months after install. The below chart considers new user cohorts from from January 2014 - January 2015.