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What's a Good Net Promoter Score for a Mobile App?

Over two-thirds of Fortune 1000 companies use Net Promoter Score, or NPS. It's is a great way for your app to measure how it is perceived by your players. Especially when measured over time, it can provide a great read on not just how players are feeling, but whether or not they're likely to churn. 

NPS is a common metric used in customer experience programs, businesses and loyalty programs. An NPS score measures customer loyalty by looking at their likelihood of recommending a given business.

On this page, we'll discuss how to properly gather your NPS, how it's calculated, and what to do next.  

How can you learn your app's NPS score?

Easy... just ask! When surveying your players to learn your NPS, you should as this very specific question and provide a scale from 0-10:

How likely is it that you would recommend [your app] to a friend or colleague?

There's a logic behind this. People promote what they like. By asking it in this way, players remove all bias and provide the purest version of this question: Are you yourself enjoying using this app? But of course, it also helps you understand whether or not they will promote you, thus it's an early indicator for business growth.

We also recommend asking a follow-up question: Why did you answer that way? Doing this allows you to follow up and improve.

How is NPS Calculated?

Calculate your NPS using the answer to the question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague?

Respondents are grouped as follows:

  • Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.

  • Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.

  • Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

 

NPS = % of Promoters – % of Detractors

Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score, which can range from a low of -100 (if every customer is a Detractor) to a high of 100 (if every customer is a Promoter).

What is a "good" NPS?

NPS scores can vary across industries so what's "good" varies as well. For example, in 2022, the average NPS score for rideshare and food delivery was 20, while the average for cable and satellite TV services was 6. According to Instabug.com, apps tend to come in around 30 on average.

In general, we provide the following guidelines for measuring your score:

  • Below 0: Bad, most customers are having a bad experience

  • 0–30: Acceptable, many customers have room for improvement

  • 30–50: Pretty solid, most customers are happy and would recommend the product

  • Above 50: Excellent

  • Above 80: World class

What's next?

Of course, don't forget to follow up! The real value in the NPS process is improving based on your results.

That's why we also recommend asking a follow-up question: Why did you answer that way?

If players have provided a HIGH score (9 or 10), then you can glean from this group what you're doing well. If they answered with a LOW score (6 or below), then you have actionable information on what you can address to improve. Take detractors' words into consideration, make some improvements, then run your score again and see how you've improved!

At playAWARDS, we're in the player loyalty business. So of course, if you're partnered with playAWARDS, we will capture your score and manage this process for you!

Better Together

For more information on how you can use NPS to improve your app, reach out to your playAWARDS client success manager!

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