If you’re buying apps at the Apple App Store hand-over-fist, then find you rarely use them, you’re not alone.
In a mobile application analytics study of the iPad, iPhone, Android, Blackberry and Windows Phone 7 markets, Localytics (http://www.localytics.com) found that while smartphone and tablet owners are very willing to give applications a try, 26% of the time they never use the same application again. In this study, the research group found that another 26% of people become very loyal, repeat customers, using a new application more than 10 times. And many go on to use an app hundreds of times.
With over 10 billion downloads from just Apple’s App Store, it’s clear that people are willing to try new apps. It’s equally clear that app developers and publishers need to look beyond downloads and focus marketing resources on attracting and retaining the quarter of customers who tend to become loyal users.
— Dennis Sellers