Creatures of habit – app abandonment much higher for new apps

Anne Freier | November 28, 2016

Uncategorized

adobe

The mobile app market is undoubtedly getting oversaturated and ultimately that means app marketers will find it harder to entice audiences to try their new apps. A new report by Adobe has now found that most consumers seem to be rather overwhelmed with the sheer amount of apps out there and are clinging to the apps they already know.

App abandonment is on the rise and installs were up a mere 6% since 2015, according to the report. Launches of existing apps however were much higher at a 24% growth over the last 12 months. For the top ranking apps, such app launches are scoring even better at a 62% increase year-on-year.

Consumers show preference for known apps

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Source: research.adobe.com

The Adobe report is based on analysis of 290bn visits from 16,000 mobile sites and over 85bn mobile app launches. The research states that new apps are not only facing the challenge to be installed, but are also often deleted rather quickly. App abandonment is increasing with five out of 10 apps now used less than 10 times before being discarded and two out 10 apps being used just once.

App abandonment becoming a bigger issue

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Source: research.adobe.com

So why do people get rid of apps this quickly? Adobe found that a lot of consumers delete apps that aren’t useful to them. In addition, games are often played and then not touched again and later discarded. Indeed, gaming life cycles are shorter than those of some other app categories.

Loss of interest and being spoilt for choice are all reasons users cited when asked about app abandonment.

Reasons for abandoning an app

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Source: research.adobe.com

When it comes to app categories that are doing well in terms of launches, financial services scored high at 29% as well as travel (28%), followed by shopping (24%), automotive (21%) and entertainment (14%).

Average app install growth and app launch growth

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Source: research.adobe.com

According to the study, iOS is still generating higher revenues and app usage compared to Android devices. In addition, millennials tend to install more apps than other age groups.

Mobile payment apps were also examined and found not to be used as widely just yet. 48% of respondents under the age of 24 years admitted to not using mobile payment apps at all. That figure is a lot higher for the over 35 year-olds at 64%. However, of those who do use mobile payment methods, Apple and Android Pay are the dominant platforms within the millennial age bracket.

Mobile payment apps aren’t being fully utilised just yet

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Source: research.adobe.com

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