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23% of users abandoned an app after single use; iOS retention better: Study

Almost 1 in 4 users or 23% of the users, identified from over 2.7 billion devices and 37,000 mobile applications, abandoned an app after single use in 2016, a study by analytics firm Localytics suggested. Last year that number stood at 25%. Even though there was a drop in the number of people ditching an app after the very first usage when compared to last year, the study says, “not enough has been done to match what consumers want and restore apps to the success of just a few years ago”. For two consecutive years—2012 and 2013—Localytics found that 22% of people abandoned an app after first use. This number dropped to 20% in 2014, signaling a shift in mobile apps engagement.  However, in 2015, there was a sharp rise in people abandoning apps after first use to about 25%. User retention rate: Another key metric used by the study to identify how users engage with mobile apps is ‘user retention’ which is the percentage of users who return to an app eleven or more times.  In 2016, user retention rate stood at 38%, which increased from 34% in 2015. This means that 62% of users in 2016 used an app less than 11 times. This trend in app usage suggests that mobile is not a “sustainable business model”, according to the study. Note that user retention increased from 31% in 2012 to a peak level of 39% in 2014. User engagement on mobile platforms iOS app usage is improving:…

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