A scenario that probably every smartphone user is very familiar with: You download a new app, use it once and then it ends up like numerous other apps on your phone, never used again. However, based on recent data by Localytics this trend is decreasing as the retention rates of apps increase significantly (eMarketer).
CONTINUOUS RISE OF APP RETENTION
Looking closer at the wold wide app retention rates – this refers to the average time an app was used during the first 6 months of ownership – the study revealed that the percentage of apps opened just once dropped from 26% to 20% between March 2011 and March 2014. Even more impressive, the percentage of users launching an app 11 times or more jumped from 26% to 39% during the same timeframe.
THE RISE OF MOBILE ADDICTS
Sport and game apps saw above-average abandonment rates of 23% and 22%, respectively. Social networking and weather apps fell on the other end of the spectrum, with respective rates of 11% and 9%. The revealed huge growth in the number of mobile app users worldwide who launched apps more than 60 times daily. Referred to as “mobile addicts,” this group saw its total increase by 123% between March 2013 and March 2014. And the number of “super users”—those who opened apps between 16 and 60 times daily—grew by a still impressive 55%. Meanwhile, total mobile app users worldwide who launched apps less than 16 times daily, called “regular users,” rose by a much smaller 23%.
IMPLICATIONS FOR TOURISM
Tourism service providers, can gain significant advantages from mobile apps. While having a mobile responsive website should remain the top priority for any tourism business, apps can help creating and strengthening bonds with customers. Especially as a loyalty marketing tool, apps represent a powerful addition to the digital marketing mix.
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