Talk about application retention and usage seems to be the new black as we race into 2017.
For all of us who strategize around installs and retention, there is some good news. A report from IDC tells us that we can expect the number of app installs to increase from 156 billion in 2015 to 210 billion in 2020, which is a year-on-year growth rate of around 6.3 percent. There is some bad news, too, however: The majority of apps have to prove their worth in one day.
Mobile marketing company Appboy reports that fewer than 25 percent of people return to an app the day after initial install, and overall app retention drops to around 11 percent within a week of install. After 45 days, that number is less than 5 percent, before hitting 4.1 percent after 90 days. A lot of thinking and money goes into marketing, in-app promotions, placement in the iOS and Android stores, and rightfully so. In order to sustain an app business, you need a team of people that are solely focused on sourcing users and retaining those users post-download.
There are, however, a few lessons that can be learned from similar industries that have done an amazing job of sourcing community and keeping them engaged. These are lessons that app developers, marketers and strategists should be trying to integrate into their own businesses on a daily basis.
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