The lifecycle of a mobile app

3/17/2016,
by Anna Umanenko, CMO
lifecycle of a mobile app

The task of developing an enticing app becomes truly complex if you take into consideration the fact that around 80% of apps that are regularly added to app stores don’t survive. Even if a newly created application overcomes the first endurance barrier and reaches its first audience, the chances users will keep using this same app are rather low. What is easy to install is easy to delete and forget about.

The latest survey by Yahoo Advertising reports that the app lifecycle on the app store is rapidly declining and discloses some helpful facts that can break the cycle and keep the product on track.

Why apps “disappear” from mobile devices

60% of smartphone users tend to replace half of apps on their devices weekly. The main three reasons why users get rid of apps include:

  • A feeling they are no longer interested in the app (which in most cases happens after three months of non-use) and the in-app advertising is too invasive
  • A similar new and more functional substitute can replace the current app
  • Their device doesn’t have enough memory to store all installed apps

The highest chances of an application being removed are during the clean-ups that more than half of smartphone users regularly conduct. As a result, only 4% of all apps that get into the app stores and then appear on smartphones survive one-year.

why apps are deleted

What mobile apps don’t get deleted? Among the long-living apps are those that offer assistance with traveling, GPS navigation, entertainment (especially game apps), shopping, communication (social media) and search.

Users are eager to replace an app on their smartphones if they no longer find it helpful, receive recommendations from their cohorts about other better apps, view better ratings and see positive reviews for other similar apps, want to find another interesting app for their children, want to improve their shopping experience or need an app which performs a specific task.

What users expect from mobile apps

After the launch, app developers can manage its success by considering feedbacks about the current app version, advertising and experience with an app store.

Encouraging your followers to post positive reviews avoids a new customer from discovering negative reviews, which is the top reason why a consumer would doubt downloading or paying for an app. The app’s presence on the app store has to be optimized to ensure relevance and positive ratings.

Online advertising can assist in bringing back users’ interest to an app they deleted. This technique works for 50% of mobile apps.

Frequent app replacements have generated a so-to-speak “app for everything” strategy. Examples of such apps include Facebook, YouTube or Twitter. Their apps do not get deleted because they offer diverse experiences to users. These apps are constantly updated to add more features to keep a user engaged and interested. So, a new app may launch with providing one or two distinguishing services. But to avoid replacement, it has to grow its capabilities and increase its usefulness.  Creating a long lasting app requires consistent upgrades.

No matter what your app does, one thing remains unchanged: users have high expectations when they are downloading an app. A copycat app will last only for a short time on a smartphone. Consumers also find it inconvenient to use lots of apps that perform only one function and favor apps that resolve a number of related needs.  

Although the app market is packed with offers, users believe that there are still apps that are missing. This opens a diverse opportunity for interesting and unusual entertainment, content, management and navigation apps.

popular mobile apps

If you are looking to create a mobile app developed by skilled professionals, Onix will provide its expertise to help you find the right technology solution. Click here to read more our blogs.

 


Read more:

1. App marketing: A critical first step in tuning your app rapidly

2. 6 Tips to Create a Successful Global App

3. How to choose a mobile payment system for your app

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