This white paper is intended for marketers and product marketers from businesses of all sizes that actively use mobile apps. Retaining mobile users is difficult. In our current highly competitive market, 97% of apps are abandoned within 30 days of install. In parallel, the cost of user acquisition has skyrocketed in the past year. According to Fiksu’s Cost Per Loyal User Index, the cost of gaining a user who opens an app three times has increased by a sharp 113% in the last 12 months, bringing the cost per new user to $3.09.