iPhone and iPad owners are more likely to be aggressive users of an app, as well as to know at first pass if an app is for them. Across all platforms, says Localytics, app retention rates are increasing.
iPhone and iPad apps have a 52 percent higher retention rate than Android
apps, analytics company Localytics reported in a June 26 blog
. While 35 percent of iPhone and iPad apps were launched more than 10
times over the last year, the same held true for only 23 percent of Android
apps, the company found.
Judging by a graph of iOS and Android app use created by Localytics, which
provides analytics information for more than 300 million devices running either
iPhone, iPad, Android, BlackBerry, Windows Phone and HTML5 apps, people tend to
either use an app once and decide its not for them, or else they use it
constantly. iPhone and iPad users seem to also determine more quickly whether
an app is for them.
Twenty-four percent of Android apps were used once, compared with 21 percent
of iPhone and iPad apps. While only 12 percent of the Apple users gave an app a
second try, 17 percent of Android users did.
Its rare, on all platforms, for an app to be used five, six or seven
timespeople either love an app or they dont. When it came to opening an app seven
or eight times over a year, the two platforms score identically, with 3 percent
of users giving the app that many tries before abandoning it.
Localytics takes credit for promoting a shift in the industry, from focusing
on customer downloads to customer retention, and says that mobile app retention
is improving. While in 2010 the number of overall apps opened once was 26
percent, in 2011 that fell to 22 percent. More importantly, the number of apps
being used more than 10 times rose from 26 percent in 2010 to 31 percent in
2011a 19 percent improvement.
The firm also points to 2012 data from the Pew Centers Project for
Excellence in Journalism, which found 29 percent of news app users launched
their app more than 10 times per monthwhich is particularly notable, given
that fewer than 10 percent of people who visit mobile Internet news sites did
so more than 10 times per month.
One of the key takeaways of these studies is that a publishers app and
[mobile] Web users are very different, writes Localytics. Websites attract
many casual users who arrive from search, social or referring links. App users
more purposefully install an app and return directly to it, self-selecting
themselves as more qualified and more valuable customers.
Understandably, then, developers who can create attractive, addictive apps
are critical to the success of the various platforms. In a blog post earlier
this month, Flurry, another analytics firm, described the developer communitys
embrace of one platform over the other as largely
indicative of the platforms ability to succeed
The outcome of Apples Worldwide Developer Conference and Googles I/O
event, beginning June 27, Flurry added, can largely impact the fate of some of
the most prolific, innovative forces in the worlds economy today. Combined,
Apple and Google have a market cap of approximately three quarters of a
Localytics believes both Apple and Google are building better apps than
before, which partly explains the improved retention of apps, and that users,
gaining experience, are also making more informed and discerning download
The iPhones greater retention rate, Localytics points out, is likely also
due to the greater retention of the device itself. Piper Jaffray has found
iPhone retention rates to be as high as 94 percent, compared with 47 percent
for Android. Still, the analytics company believes the former figure can be
In most cases, the iPhone 4S will look new to the app publisher, even
though the user might have months of prior exposure to the app on the older
iPhone 3GS, said the blog post. To correctly identify returning users across
devices, publishers need to record registration data as part of their app
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