We install many apps on our mobiles, but in the end we only use a few in our day to day, many of them are relegated to folders or directly deleted. You sound familiar?
The last study of Apps Flyer focuses precisely on this problem, and is that there are very few apps that manage to retain users after a few days since installation. The reality is that the interest already falls in the first week and, after a month, less than 5% of users continue using the apps on a regular basis.
The real challenge of apps is not that we install them, it's that we get hooked
Initially it may seem that the fact that we install an app on the mobile is a triumph for the developers behind it, but the truth is that the installation is only the first step. Of little use if in a few days we no longer use the app, which is just what the studio of Apps Flyer reflects.
The data was collected during the third quarter of 2016 and took into account more than 3,500 million installations of 5,000 different apps. The results clearly show that only a small percentage still use an app after installation and interest continues to decline over time.
The facilities are divided into two groups: organic and non-organic. When we talk about organic installations we refer to those apps that we find and download naturally, while non-organic apps refer to those that appear as suggestions or that we are encouraged to install.
As we see in the graphs, the first, those that arise spontaneously, tend to have a higher rate of user retention, but there is no excessive difference.
In the case of Android, during the first day after installation, approximately one third of users use the app actively, but if you look at the figures passed seven days, they fall to 11.6% in organic facilities and 9.6% in non-organic facilities.
If we leave a month after installation, the figures fall to 4.5 and 3.6% respectively. Or what is the same, less than one in ten people continues using an app a month later.
And what about iOS? According to the data collected, iPhone users are more difficult to hook than Android users, although as we see the figures are practically at par, with just a few points of difference.
However, although the numbers are not exactly encouraging, there has been an improvement over last year. The study also concludes that, although Android users are more faithful to their apps, in iOS they are still more likely to spend money both when installing apps and in-app purchases.