Interested in learning what's next for the gaming industry? Join gaming executives to discuss emerging parts of the industry this October at GamesBeat Summit Next. Register today.

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.

VB Mobile App SpotlightCalling all developers: We want to write up your app for VentureBeat’s Mobile AppSpotlight! If you have an innovative mobile app that hasn’t been featured on VentureBeat yet, submit it for consideration right away. The Mobile App Spotlight is sponsored by The Intel AppUp developer program.

VentureBeat's mission is to be a digital town square for technical decision-makers to gain knowledge about transformative enterprise technology and transact. Discover our Briefings.