While the abundance of apps on the Apple App Store and Google Play indicate a great deal of variety and content to choose from, that doesn’t mean that all of them manage to stick around for the long-term.
According to a recent report from Re/Code (based on numbers provided by Adobe), mobile apps manage to achieve about half their lifetime usage overall in just the first six months. After that, some of them just have a tendency of fading out of the spotlight — and staying out of it. Roughly a quarter of all available apps are opened just one time, per the report.
“As if getting a mobile app developed and installed isn’t hard enough, keeping users engaged with it may be the biggest challenge of all,” Tamara Gaffney, principal analyst for Adobe Digital Index, explained. “It’s a very crowded space and brands are vying for consumers that are becoming increasingly more selective.”
Some marketers have even gone to the point to put together retarget ads that attempt to get mobile users to revisit apps they may have already installed, instead of advertising new ones. Techniques including notifications and tapping hardware-features (like the fingerprint reader on the iPhone 5 models) assist with long-term usage.
As you can see from this chart, games aren’t the only ones affected from long-term waning. Apps based around media, finance and shopping also take a dive after just a few months, provided they don’t have features for users to come back to.
Adobe also reported the following items from its report:
Smartphones account for 82 percent of app launches, as compared to 17 percent from tablets; a year ago, smartphones made up 78 percent of mobile app launches.
Smartphones account for a quarter of visits to U.S. shopping websites, but only nine percent of total revenue. Tablets, meanwhile, account for 11 percent of revenue and 11 percent of visits.
Chrome had been narrowing the gap on mobile Safari in terms of browser share until the Sept. 2014 iPhone 6 launch. Apple’s market share has been widening ever since. Combined, the two browsers account for 95 percent of mobile share, with BlackBerry, Firefox, Opera and Microsoft’s Internet Explorer fighting for table scraps.
More information on the report can be found here.