App loyalty on the rise, iOS users more decicated than Android
Localytics gathered data from app users across Android and iOS, and found that 23% of Android apps are used more than 11 times, compared to 35% of iPhone and iPad apps. At the other end of the spectrum, iOS users are only slightly more fickle than those on Android: 24% versus 21% apps are only used once before being ditching. Overall, iOS enjoyed 52% higher retention rate than Android. Those rates are on the rise, compared to 2010; there has been a 19% jump in long-term retention, and a 4% drop in short-term retention across all platforms. The data was gathered across 300 million devices worldwide in Q3 2011 and Q3 2010.
The App Store has certainly commoditzed mobile software, and would have some (like Nintendo) believe that it's devaluing software. Clearly increased quality in apps and savvier end-users are contributing to increased loyalty, and with increased app loyalty comes increased likelihood of spending. That's is particularly good news for developers using a freemium model; after all, it's hard to sell in-app purchases if users delete an app after opening it once.
How long do you generally keep apps on your iPad or iPhone? Which are the ones that see the most usage?
Source: Localytics
There are 6 comments. Add yours.
Still hate in app purchases. But love apps for buying items such as ordering online from Apple or Future Shop
Score Mobile, Flixster, TuneIn and bank app are the ones I come back to at least weekly or more.
I'm just naturally a loyal person, I can't help it. I don't like in app purchases either, especially in games. $100 for smurfberries, lololol.
I have to agree to Nintendo that it is devaluing software.
If this goes on, forget Mario, even Call Of Duty's are gonna stop!
One would think the fact that Google's Playstore has a app refund system while the iOS app store does not would be mentioned. Just seems like something that could influence the numbers.
I'm wondering how much the refund policy would really affect these numbers. Seems Android is doing slightly better during the 1st - 6th use. How many times is the app used during the 15-minute window (the only portion of the refund policy the majority of Android users are aware of)? I'd say it had more of an effect if iOS showed better retention during the initial uses, but this does not seem to be the case here.
I am curious as to the types of apps that continue to be used by these "savvier end-users". If it's apps like Facebook and twitter and the like, remember that most Android user interfaces have a LOT of functionality built in. Sense, for instance, can handle Twitter, Facebook, weather, Flickr, TuneIn etc without the need for further app downloads. Not to mention the slew of other features that are already built into Android that preclude the necessity for other apps.