Mobile app users are a fickle bunch: while they’re willing to give new apps a try, 26 percent of the time the apps never get a second shot, according to a study by the analytics firm Localytics.
The big takeaway from the news for mobile app developers is that first impressions of your app matter greatly, and you should also pay more attention to the number of people who keep using your apps, instead of just looking at download statistics.
Localytics looked at thousands of apps across every major mobile platform using its app analytics software. The company found that one-time app usage was slowly on the rise throughout 2010 — in the first quarter it was around 22 percent, but by the end of the year it grew to 28 percent. The increase is most likely due to more consumers getting smartphones throughout the year, and we can expect the number to grow even further over the next few years.
Unlike installing traditional software on computers — which involves locating installation files, performing the installation, and then running the program — mobile apps offer a lower barrier to entry that entices users to try them and then forget them. On mobile platforms, you generally only need to locate the program you want in an app store, choose to download it, and wait while your device does all the installation work.
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