Brand loyalty and retention is important in today's society, regardless if the product you're offering is a consumable good, a product or a service.
According to Quettra, a Silicon Valley mobile analytics provider, BBM has the second highest user retention among 22 Android social and messaging apps they've recently tracked on 75 million Android phones around the world, a 6% global sample. These apps include WhatsApp, Instagram, WeChat, Snapchat, Twitter and many others.
BBM held onto more than 93% of its users after 30 days, more than double the 43% average user retention after 30 days for all apps measured. After 60 days, 89% of BBM users remained loyal, and 82% after 90 days. Only Facebook Messenger ranked higher than BBM.