The “App-Churn Window”: 60 Pct. Of Users Might Never Return

mobile-apps-200pxThe strategic importance of apps is now self-evident, with roughly 90 percent of mobile internet time being spent there, according to Nielsen. However if companies’ apps don’t engage users quickly and effectively, they may churn — never to return.

That’s according to Localytics, which offers some very useful data and advice about what it calls the “app-churn window.” The longer the interval between the initial app use and a second use, the greater the risk of churn the company says.

Localytics app churn

Localytics analyzed app usage patterns of iOS devices and found the following “rules”:

  • The “median user” typically returns to an app within 6 hours after initial download/usage
  • If that user doesn’t return within 24 hours, “there is a 40 percent chance that their first session will also be their last”
  • “When the interval between the first and second session approaches 7 days, there is a 60 percent chance that a user will never return”

Localytics qualifies the rules above by noting that churn window risk varies by app category. This is based on cultural-usage differences tied to different types of content. News, for example, showed the largest typical gap between first and second session intervals. Social and entertainment apps showed the shortest intervals.

The shorter the typical first-second usage interval the higher the churn risk if the user doesn’t quickly return and re-engage.

Localytics app churn

Localytics additionally reports that users who have short first session lengths also represent a high churn risk. They either didn’t fully understand or fully explore the app. Thus they’re less likely to see full value and return.

The answer according to Localytics — beyond building a great, engaging app — is to identify churn risks and selectively engage those people with push messages that prompt them to return and more fully explore or engage with the app.

Related Topics: Channel: Mobile Marketing | Statistics: Mobile Marketing | Statistics: Online Behavior | Statistics: Popularity & Usage | Top News

Sponsored


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • steve

    Clash of Clans… 2 to 5 times an hour.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!