Dive Brief:
- App engagement plunges just 24 hours after downloads by smartphone users, according to a study by mobile analytics platform Appsflyer, eMarketer reported.
- And while smartphone owners have an estimated 40 to 70 apps installed on their phone, they only use between four and six on an average day, a Millward Brown Digital survey found.
- Seeking to combat low usage, many app marketers are turning to app-retention metrics to understand why consumers lose interest.
Dive Insight:
As new apps keep flooding the market amid poor consumer re usage rates, brands are working to unlock the keys to re engagement.
The Appsflyer study revealed why consumer re-engagement with an app is critical for marketers. It looked at 450 million installs across e-commerce, travel, and utility apps from May to July. The retention rate was measured as the unique number of users who actively engaged with an app on days one, seven and 30, out of the total number of unique users who first installed the app in the selected timeframe.
Nearly a third of both Android and iOS users relaunched the app after a day, revealing that engagement significantly dropped just 24 hours after the initial install. By day 30, a mere 3.3% and 3.2% of Android and iOS users, respectively, were still actively using the app, the survey found.
“Smartphone users are clearly interacting with apps, specifically those they find organically,” according the eMarketer report. "However, as the app marketplace continues to saturate, marketers must find new and different ways to stand out.”
