The App Engagement Playbook

The App Engagement Playbook Mobile Metrics By 2015, there will be one mobile device for every person on earth 50% of Americans download apps Typically a user will spend 30 – 45 seconds in an app App installs 41 - the number of apps installed per device in the USA. Android VS Apple VS 43% of Android apps are opened 11 or more times 34% of iOS apps are opened 11 or more times 1,377,556 apps in the Google Play 1,300,000+ apps in Apple's App Store Timeline of engagement 50 Day 1: 20% of people who download your app, will only use it once. 40 30 20 10 Day 30: 54% of app users are still engaged Day 60: The number drops to 43% Day 90: Engagement drops a further 35% Top reasons why users uninstall 62% delete due to errors or crashing 59% hate a slow launch In fact, the average user expects an app to open in less than 2 seconds 37% say it wasn't what they expected 42% dislike the user interface How to make them stay п Make it simple to use, with few clicks needed 1st 2nd 3rd Deliver added value by offering incentives Always provide great customer support Provide app localization, speak their language !PUSH! !PUSH! !PUSH ! !PUSH! !PUSH! !PUSH ! !PUSH! !PUSH! !PUSH ! Be timely and personal with push notifications – don't spam the user A Bili Implement A/B Testing to see which way works best 1)http://www.mark2media.com/blog/mobile-marketing-statistics/ 2)http://www.pewinternet.org/2013/09/19/cell-phone-activities-2013/ 3)http://thenextweb.com/insider/2012/05/16/nielsen-us-smartphones-have-an-average-of-41-apps-installed-up-from-32-last-year/ 4)http://info.localytics.com/blog/app-retention-improves 5)http://techcrunch.com/2013/03/12/users-have-low-tolerance-for-buggy-apps-only-16-will-try-a-failing-app-more-than-twice/ 6)http://www.flurry.com/bid/90743/App-Engagement-The-Matrix-Reloaded#.VEEAU4VF_C8 7)http://techcrunch.com/2013/03/12/users-have-low-tolerance-for-buggy-apps-only-16-will-try-a-failing-app-more-than-twice/ Mobile Metrics (Source: Cisco1, Pew Research2, Vessel) Timeline of engagement (Source: Localytics, Flurry6, Flurry App installs (Source: Nielsen3) Top reasons why users uninstall (Source for all: Compuware7) Android VS Apple (source: Localytics4, Store (aa), AppBrain, Åbout technology Made by wyzowl www.vessel.io