Ads are an effective way to stimulate the use of dormant apps and prevent deletion, according to Yahoo’s recent study.
A recent Yahoo study reveals why smartphone users delete and replace apps — and what app developers can do to avoid this. Yahoo based the study on behavioural data from 2,590 smartphone users, ages 13 to 64.
Users delete apps 18x per year
The study shows that app replacement is very common — smartphone users delete apps on average about 18x per year or about 1-2 times per month. Most apps that have not been used for a while are deleted after the 3-month mark, with content apps experiencing the fastest churn rate.
Triggers for App Deletion
The main triggers for app deletion are (1) periodic clean out, (2) delete and replace and (3) to free up memory for a software update. In short, users delete apps mainly because of boredom and non-use, or if they found a better replacement.
Using Ads to Prevent Deletion
Ads (especially ads that include a download or open button) play a big role in app downloads, encouraging almost half of smartphone users to download and install an app.
Ads are also a great way stimulate smartphone users to use a dormant app again. According to Yahoo, content and entertainment apps have been the most successful in taking advantage of ads to encourage users to use dormant apps.
Users have high expectations of apps. Hence, app developers need to continuously innovate to reduce “boredom” and avoid triggering app deletion. Developers can also use advertising to jumpstart app usage and maximize app longevity.
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