app-use
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You only use 20% of your apps one time according to a new study
Localytics recently examined how people use their apps. The study, based on data from 1.5 billion devices and 25,000 apps, reports that 20% of downloaded apps are used only once, which is a 6% improvement over a four-year-old identical study. During the same period, which covers apps used during the third quarter of multiple years, the percentage of apps used 11 or more times increased 13% and now comprises nearly 40% of all apps. Which apps are the most engaging? Weather and social apps. Meanwhile, sports and game apps have the highest abandonment rate. That's probably because of the competition in the sports and games category, while most of us settle in pretty quickly on our favorite weather or messaging/social apps. For games in particular, those apps have a nearly 50% chance of never being opened again if a user doesn't return to the app within 12 hours. The report also notes that Android users are slightly ahead of iOS users in engagement, which may be a result of the greater number of apps available to iOS users. With the relatively larger number of apps installed on iOS devices, competition for an iOs user's time increases and can weaken retention. For an app developer, the best of all possible worlds is for people to use your app over and over. It makes for a very competitive environment which is good for the industry and good for end users. Does this study seem to track with your own experiences? In my case it seems to. I'm a heavy consumer of weather and messaging on my iPhone. I'm always willing to try a new game, but if it doesn't grab me I never go back. Meanwhile, I've had a large turn-over in sports apps, never finding the right app that truly fills my needs. Your comments are welcome.
New study has surprising data on how we interact with apps
Localytics, a firm that tracks statistics about app usage, has released a study today that is of interest to users and app creators. The data tracks how people react to new apps, and tries to predict which apps will attract users and which won't. Here are some of the key findings: If you buy or download a new app there's a 60% chance that if you don't come back to the app within seven days, you will never return. For social and entertainment apps, data shows that if users don't try the app again within 12 hours of their first launch, there is greater than a 50% chance they will never open it again. News apps have some of the longest intervals between their first and second app launches -– almost 24 hours. If users don't launch a news app again for up to seven days after their first use, there is still a 59% chance they will return later. The median health app user returns to the app for the second time after almost 1.5 hours, yet they have a long tail of late-returning users. The median user returns within just under six hours of their first app usage. There are some interesting lessons in the data. It suggests that push messages can keep a user engaged, but too many drives them away. Targeted, rather than broadly based messages are likely the best way to go. And a first impression is really, really important. In my own app experience, I do find that I try a lot of apps and never return, often erasing them right after I downloaded them. Those apps are usually ones I didn't pay for. Localytics tracks more than 1.5 billion devices, 25,000 apps and 5,000 customers. The firm processes 50 billion data points monthly. For this report, they examined new iOS app users in November 2013 and their usage through the end of February 2014. There are a lot of apps just sitting on my iPhone and iPad that it would not bother me to delete. It might be time to cull them. Do the findings in the story track with your experience? Feel free to leave us your thoughts in the comments below.
