While developing a mobile app is a crucial task, what’s more important is to ensure that the app retains its initial prominence. This is among the most difficult obstacles for app developers and marketers to overcome.
A new study from Apps Flyer suggests that only 10 per cent of the users actively use an app after it is installed and 30 days later, the number drops to 5 per cent. In today’s app marketing ecosystem, the install is no longer the most important KPI marketers optimise against, notes App Flyer.
An app download is an important stage in the funnel, but focus has shifted from quantity to quality, from acquisition to engagement. The goal: Getting users to engage with an app over time and in a meaningful way so that they can be properly monetised.
The same study further goes on to suggest that while Android users have been found to be more engaging, iOS users are more likely to buy an app than engage with it. According to the report, Android users are 4 per cent more likely to spend money on incentivised apps, iOS users are 25 per cent more likely to do the same. This might explain why most app developers appear to target iOS users first, followed by Android users.
Another interesting observation that can be made from this report is the fact that users have a tendency of engaging more with apps that they download from ads and other such platforms rather than those that they download from Google Play Store out of sheer curiosity.
The report also found that Latin America with an average of 0.07 in-app lifetime purchases per one install over the course of 90 days, is the cheapest followed by India. India is also has the lowest install-to-buyer ratio with 0.84 per cent.
