According to a study performed by Yahoo, the greatest danger in an App’s life is when someone goes through their phone to clear out all of their unused apps. 60% of people remove apps from their phones at least 18 times a year, citing reasons like better apps to perform the same function, saving memory space, and no longer needed. The study showed that well targeted ads are of course very helpful in getting people to download an app in the first place, but also that ads can help people use apps after they have downloaded them, keeping them out off that dreaded 60%’s plate for removal.
This is because an ad can instigate a renewed interest, if your user has perhaps forgotten about or neglected to use the app for one reason or another. As you know, the magic rule of three in marketing can apply to just about anything. A person needs to see something at the very least three times (perhaps more in today’s media rich society) to remember it and want to engage with it. In addition, having an ad when there is a new update or added feature to your app can also spark renewed interest and could even encourage those who have already deleted your app to download it anew to try your new features.
With global “mobile addicts,” or people who open apps on their phone 60 times per day having grown 59% in the past year, there is a lot to capitalize on in the mobile sphere, especially since the app industry has grown to be worth an estimated $3 billion, with an astonishing 80% growth since 2014. 15% of apps that have been unused since download get deleted within a week, and most unused apps get deleted by the time they’ve been on a device for three months. Don’t let your app fall in that unused category! Check out Yahoo’s report here.
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