Insights / Screen mix

Where do the screens go? Onboarding vs paywall vs the app itself

33,954 screens from 867 top iOS apps split by stage: welcome, onboarding, paywall and the app itself — and which categories front-load the onboarding.

Screens analysed

33,954

867 apps

The app itself

51.7%

of all screens

Onboarding

38.7%

of all screens

Welcome

5.2%

of all screens

Where the screens are

Share of every captured screen by stage of the journey.

The app itself51.7%747 apps

Onboarding38.7%817 apps

Welcome5.2%846 apps

Paywall4.4%822 apps

Onboarding share by category

Median share of an app's screens that belong to onboarding.

Health & Fitness44%307 apps

Social Networking41.1%30 apps

Education40.2%142 apps

Lifestyle39.6%246 apps

Medical39.2%40 apps

Finance38.2%19 apps

Travel38.2%29 apps

Productivity36.5%136 apps

Reference35.9%77 apps

Food & Drink34%33 apps

Sports32%44 apps

Games30.4%11 apps

Business29.4%23 apps

Music28%29 apps

Photo & Video27.5%108 apps

Navigation26.5%20 apps

Books25%41 apps

Utilities24.4%104 apps

Graphics & Design21.6%59 apps

Entertainment19.4%79 apps

Weather17.9%17 apps

More insights

Onboarding length

How long is a top app's onboarding? 12 screens (median)

Paywall timing

When do top apps show the paywall? Screen 13 (median)

Pricing benchmarks

Real subscription prices by category, next to the paywalls