More than a quarter of downloaded apps only used once

Grace Robinson
7 February, 2011
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Mobile app users are more than willing to try a new app, but 26 percent of downloaded apps are only ever used once, reports Localytics in research findings.

In a competitive industry with about 400,00 iPad and iPhone apps and 200,00 Android apps on the market, the success of a developer depends on more than just the initial download.  The ultimate test is customer engagement and regular usage.

In a study of thousands of iPhone, iPad, Android, BlackBerry and Windows Phone 7 apps, all new customers who purchased an app in 2010 were monitored. Localytics identified the first time each customer had used the app and if there had been subsequent follow-through usage up until January 26, 2011. The one-time users of these apps were categorised within the quarter they occurred. They were calculated as a percentage total of all new customers in the same quarter.

In the first quarter one-time users were recorded at 22 percent and by the end of the year this had increased to 28 percent. The surge could be due to an increase in consumers purchasing smartphones during the research period, with further growth expected over the next few years.

Localytics says these statistics emphasise the importance of developers creating a good first impression and pleasant user experience.

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