Why does the appeal of some apps quickly fade away?

Promatics Technologies
Published on Jun 15, 2017 in Mobile App Marketing
Why does the appeal of some apps quickly fades away?

Did you know that on average a mobile app loses 75% of its users within the first day of its installation? In addition to this, most applications have a shelf life of no more than a week. Within this time frame, a mobile app is expected to launch itself, function impeccably, build an audience and finally appeal to them enough to facilitate a repeat use.

For mobile app developers who have invested all their time and money on a mobile app development project, a meager seven days is a poor time-frame to work with. That said, studies show that as the number of smartphone users continue to rise, the number of installs will continue to grow. A premier mobile app development company can help you develop a great app. A Gartner research concluded that the majority of mobile apps have about 24 hours to appeal to its audience.

Some facts to ponder over

  • Android apps tend to have a higher rate of retention than iOS apps.
  • The only exception to the low-shelf life rule is for social networking and messaging apps where users tend to hold on to them a bit longer to assess adaptability within their social circles.
  • Gaming apps tend to have the highest app retention rates. After the first day of installation, it is found that mobile games have a 40% retention rate. However, within seven days the rate drops to 20%.
  • Food and beverage apps feature among mobile apps with the lowest return rate, a day after installation.
  • Media and entertainment apps also have a relatively long shelf-life. 25% of its users tend to come back within 24 hours of installation.

Top reasons why users lose interest or uninstall apps

Top reasons why users lose interest or uninstall apps
  • Freeing up memory space

    When people find that their phones are running low on memory, chances are that they will first uninstall apps that not only take up too much storage space, but also the ones that they don’t use often or find unappealing.

  • Frustrating User Experience

    The mobile age has created a generation of impatient users. If the mobile app in question offers a frustrating User Experience such as frequent lagging, error messages, etc, chances are that people will lose interest in the app and uninstall it soon.

  • There isn’t a strong requirement for the service offered

    It is very rare for people to uninstall strongly needed mobile apps such as WhatsApp, Messenger and Facebook. These have become an integral part of everyday life and how we communicate, network and gather information. However, when a user finds that the app in question doesn’t offer much functionality to their smartphone needs, it won’t take them long to uninstall it.

  • Losing its relevance

    This brings us to the next point. A person may use a mobile app for a few days and then uninstall it when it loses its relevance. For instance, a user can download a city restaurant guide during their travel and then discover little use for it in their home city. Or they can download a medication reminder app on his phone only to realize a few days later that their phone alarm can help him achieve the same goals without having to clutter their phone with an additional app.

  • Too many notifications

    A rather commonly cited issue. Mobile apps that annoy users by sending too many notifications often get uninstalled if they aren’t perceived to be functional enough for the user.

  • Spring cleaning

    It is not uncommon for users to undergo an uninstallation frenzy every once in awhile. Users often tend to get into a mood to clean up their mobile devices by removing all the apps they don’t use or don’t like in one go.

  • Apps that use too much data

    If a mobile app uses up too much data, people tend to uninstall them quicker. Especially users with limited data plans tend to get rid of all the data intensive apps unless they belong to the list of apps they cannot live without.

  • Long, winding registration process

    Considering how impatient most app users are, being forced to fill a long form to be able to finally use the app is often considered off putting. If the mobile app asks for a lot of information and the signup process isn’t a seamless one, chances are the app will get uninstalled way before it is being used.

  • A better app comes along

    App loyalty in today’s world is rather fickle. A better, stronger mobile app comes up with enhanced features and user interface, chances are that the user will uninstall the one they don’t use often.

  • The app is too addictive

    While many mobile app developers, especially mobile game developers, may consider this to be a plus point, a surprisingly large number of users will uninstall an app if using it too often hampers their productivity and makes them feel guilty.

  • Very frequent updates

    If a mobile app requires too many updates to keep functioning, users tend to get frustrated and begin to look for alternatives that don’t.

  • Problems with hardware compatibility

    This is especially true with Android devices since the OS is installed on multiple different hardware. Apps that aren’t entirely compatible with the hardware in question do not function well enough and eventually lose its appeal and get uninstalled.

  • Apps that do not deliver what they promise

    If a mobile app promises to ease up a certain function for instance, or doesn’t provide a specific service that was initially promised, users may get put-off and uninstall the app.

  • When privacy becomes a concern

    If mobile apps begin to invade privacy, collect more information or even without letting the user know, people will uninstall the app if they believe their privacy was invaded.

In addition to this, factors such as high battery consumption, frequent app crashes or phone freezes, too many in-app purchases or advertisements are attributed to the loss of appeal or interest towards a mobile app.

In conclusion, preventing loss of appeal or app uninstallation

While it is tempting to churn out one app after another, bringing out limited value apps can result in the delivery of a disconnected set of applications that your users aren’t interested in. Furthermore, they tend to be costly and challenging to track and maintain. Avoid creating a fragmented user experience. Top mobile app developers help you identify apps that support your business strategy while also delivering tangible value and benefit to your users.

Interesting facts on app uninstalls

Have comprehensive knowledge about your user's’ device, reasons for using the app and overall context. You want to make sure that you incorporate additional functionality and productivity tools that help make the lives of your target audience easier.

Have clarity on the difference between the use of a smartphone and a tablet. Provide specific features that cater to these two hardware platforms allowing users a favourable experience at all times.

Focus on more than the on-surface user experience and include factors such as ability to update, data accuracy, security and synchronization of data across multiple systems within your app. These below the surface features take you a long way in app adoptability and appeal.

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About the author
Promatics Technologies
Promatics Technologies
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Promatics is a young, rising software development agency from India. They have wide expertise ready to take on the most demanding projects on web and mobile app development, e-commerce, digital marketing, cloud solutions, quality assurance and IT consulting. In the mobile field, they have expert app developers ready to work on Android, iOS, HTML5 and wearables projects.

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