As the number of mobile apps increase in the various app stores, smartphone and tablet users attention spans are shrinking. On average only 26% of users use an app 11+ times, while 55% of users only use an app 1-4 times before losing interest.
- 26% of the time users that have downloaded a mobile app use it only once.
- Localytics analyzed the data for all of 2010 and studied app usage from users of Android, iPhone, iPad, BlackBerry and Windows Phone apps.
- In the first quarter they found about 22% of users opened the app only once.
- In the second quarter only 26%.
- In the third quarter it was 26% again.
- In the last quarter of 2010 28% of users only opened the app once.
- For the entire year approximately 74% of users opened a download mobile app for a second time.
- However 26% of the users studied were quite loyal repeat customers and and used the app more than 10 times.
- Taking at closer look at users that opened the app more than once:
- 26% used the app 11+ time.
- 13% used the app at least 2 times.
- 9% used the app 3 times.
- 7% used the app 4 times.
- 5% used the app 5 times.
- The study also looked at another dynamic of app usage i.e. understanding in-app purchases, specifically how many times a user opened the app until an in-app purchase was made. On average 44% of users made an in-app purchase only after opening and using the app at a minimum of ten times. On average this took 12 days after first running the mobile app.
- 22% of users made an in-app purchase during their first session of using the app.
- 33% of users made an in-app purchase only after using the app 2-9 times.
Source Localytics (January 18, 2012)
Study Method Localytics analyzed the mobile app usage data for thousands of Android, iPhone, iPad, BlackBerry and Windows Phone apps.