Getting a user to the point of subscribing is the north star for many app marketers, and it takes a lot of steps to get there. More than 90 percent of users churn from most apps within the first 30 days of download, so retaining the 10 percent who stay is critical to maintaining a healthy and predictable revenue stream.
Many apps use free trials to encourage these users to stay and experience what the premium version offers. During a seven to thirty day window, marketers hope users form a habit that naturally leads to a paid subscription.
Both the Apple App Store and Google Play Store have introduced systems that make trials easier to manage, such as “pay up front after trial” options and longer grace periods for lapsed subscribers.
Blending different types of trials can help remove friction between casual use and commitment. A well-designed onboarding experience during the trial period also improves retention by clearly showing the value of the premium product.
We have collected benchmarks on app subscription trials. Read on below to find out more.
Key App Subscription Trial Benchmarks
- The business category had the highest app download to trial conversion rate, at 8.9%
- North America had the highest regional download to trial conversion rate, at 7.3%
- Users opt-in for a trial faster with a hard paywall, with 78% starting a trial in the first week after downloading
- Higher priced subscriptions have higher trial conversion rates than mid and lower priced
- The business category also had the highest percentage of users start their trial at day one
- Travel apps had the highest app trial to paid subscription rate, while photo & video had the lowest
- North America and Asia Pacific were tied with the highest regional app trial to paid subscription rate
- A three day trial on average will have 26% cancellations, while a 30 day one will have 51%
App Download to Trial Conversion Rate
The business app category had the highest download to trial rate out of all categories covered in the RevenueCat State of Subscription Apps.
App download to trial conversion rate by category (%)
App Download to Trial Conversion by Region
North America has the highest download to trial conversion rate, while India and South-east Asia has the lowest.
App download to trial conversion rate by region (%)
App Download to Trial Conversion by Model
More users opt for a trial early with a hard paywall app, with 78% starting a trial in the first week.
App download to trial conversion by paywall model (%)
App Download to Trial Conversion by Sub Cost
The higher the app subscription price, the higher the conversion rate for sub trials.
App download to trial conversion by subscription cost (%)
Day One App Trial Conversion Rate
The vast majority of trial conversions happen on the first day of install, with shopping the only category in this study under 75%.
Day one app trial conversion rate by app category (%)
App Trial to Paid Sub Conversion Rate
Travel apps have the highest trial to paid subscription rate, while Photo & video apps have the lowest.
App trial to paid subscription conversion rate (%)
App Trial to Paid Sub Conversion by Region
North America and Asia Pacific have the highest app trial to paid subscription conversion rate, while India and South-east Asia have the lowest.
App trial to paid sub conversion by region (%)
App Trial Cancellation Rate by Duration
The longer the app trial, the more likely it is that the user will cancel before moving to a full subscription.
App trial cancellation rate by trial duration (%)
App Subscription Trial Strategy
The vast majority of apps use a mixed trial strategy, meaning users get a combination of trial types.
