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Mobile Heartbreak: 23% of Apps Abandonened After Single Use

Posted on 6.13.2016

Companies are often told they need a mobile application but is that really the case? Do consumers even want or need them?

New data from mobile app analytics service Localytics revealed that about 23 percent of mobile users abandon an app after their first use. That's an improvement from 25 percent in 2015 but it does provide a detailed understanding of how apps are being used today and with engagement rates like those may negatively influence the decision to build an app at all.

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The Localytics study also showed other positive data about user retention - showing an improvement to 38 percent up from 34 percent a year earlier.

What that may indicate is that because enterprises are now in an incredibly competitive marketplace they are creating better apps (users however may be getting better at identifying apps of a lesser quality). Localytics data shows using push notifications, in-app messages, email or remarketing is helping companies boost customer loyalty. In fact, user retention is as high as 49 percent for users who have push notification enabled.


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