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According to a recent study by Localytics, 20% of apps are used only once (16% on Android devices and 23% on iOS). Given that there are over 1,300,000 apps in Google Play Store and over 1,200,000 apps in Apple Store, it is safe to conclude that mobile users have quite a bit of choice, and that to stand a chance, an app should be of very high quality.
As the general rule goes, one has 30 seconds to make an impression. Likewise, a new app has no more than a few minutes before a user makes a verdict whether to keep or uninstall it. And even if the app isn’t deleted immediately, it might be abandoned to be removed later on. In fact, people cycle through apps incredibly quickly, and if an app makes a poor impression due to mediocre design, not crystal clear instructions, bugs and crushes, the odds might not be in its favor. Aside from some applications with naturally limited life cycles, such as soccer championship or Black Friday apps, most apps get uninstalled because of one or a number of the following factors. 1. Lengthy registration forms. An app is downloaded to perform a specific task, and the sooner a user can start using it, the better. That is why a cumbersome registration process with too many steps and fields might be detrimental to a user’s experience. In fact,the user might lose interest in the app and uninstall it without checking out its features. 2. Annoying notifications. Many users accidently allow push notifications and get annoyed by them later. And even if you make it easy for people to turn them off, no one wants to spend their valuable time, looking for those tiny check-boxes. What you can do to maximize the effectiveness of push notifications and avoid irritating its users is to analyze the demographic profiles of its users and make your marketing campaigns more targeted. 3. Buggy and freezing apps. It can be very frustrating when an app is full of bugs, takes too much space and, therefore, takes too long to launch, or even crashes at the drop of a hat. Not surprisingly, users are rarely forgiving of such bugbears. The only solution to user retention in this case is a thorough QA process. 4. User interface and friendliness. Poor color, font, and size choices rarely create a positive experience, but when an app is also far from being intuitive, its chances of user retention drop significantly. 5. Intrusive adds. Well-designed adds can be a good source of income for free apps, whereas inferior ones may put an app at a disadvantage. The best recommendation would be to test what size, layout, and position of an add generates the highest Click Through Rates and stick to it. 6. Privacy concerns. One doesn’t need to be a rocket scientist to realize when an app does not need access to one’s contact list or location to function properly. That is why if an app unnecessarily collects personal data, it is understandable when a user decides to uninstall it. On the other hand, when an app clearly explains why and how one’s personal information can be used, it adds to the credibility of such an app. 7. Forced social logins. Social logins simplify the registration process, but once they start being used to fish for personal information and post on walls in social networking sites, they undermine the reputation of the given app and, and the app eventually gets uninstalled.
We have mentioned seven most significant factors that explain why 20% of today’s apps are opened only once and then get uninstalled. All this data leads us to the conclusion that app developers should analyze users’ behavior and refine their apps to satisfy and foresee users’ requirements. Snappii team can help you build a successful mobile application that will speak to your users’ needs and interests. Contact us today and see for yourself.
