Localytics, a real-time app analytics service, analyzed data from thousands of mobile applications that run on Android, iOS, BlackBerry and Windows phone. The company’s 2010 analysis reveals 26% of users who download an application will open it only once. The firm tracked application downloads and usage during 2010 and was actively looking for follow-up usage from the time of download through January 26, 2011.
The rates over 2010 remained fairly consistent with 22% of users who download an app in Q1 2010 never used it again. This single-usage number climbs to 26% in Q2 and Q3 2010 and tops out at 28% in Q4 2010. This Q4 number may be inflated as users that download an app late in the quarter still may open it on multiple occasions in early 2011. The analytics firm also confirmed that mobile smartphone user base grew from 42.7 million users in late 2009 to 61.5 million users one year later
This report suggests that the first impression of an application is critical to repeat usage. A typical user may locate an application via word of mouth, from a blog review or merely by browsing through an app store catalog. Once the individual decides to download an application, the first launch of that application may have a large impact on future usage. If they don’t like what they see, users may not give that application a second shot.
These results may also describe two separate mobile application users. One individual may stick to their core apps and download what they need, when they need it. Repeat usage is almost a guarantee as they only download applications they intend to use. A second type of user is more exploratory and will download applications just to check them out. These folks have a higher percentage of throw-away applications that are opened once and set aside. I know that I fall into the former category and stick to a set of core applications that I use on a regular basis, how about you?
[Via Localytics]