The good news: 92 percent of consumers expect to use apps more or the same in the future. The bad news: They'll only use new apps on average 4.5 times before deciding to stop using it due to boredom or lack of perceived value. These were just some of the data points from a survey of 1,000 mobile app users conducted by Research Now for Localytics in October.
- Of the 57 percent who will use apps even more in the future, 61 percent said it's because they believe apps will help them manage and connect all the digital elements in their lives.
- People said they're launching apps an average 15 times a day and consistently using an average of 18 apps per month.
- 54 percent want apps to always apply their stated preferences.
- 51 percent want the app to know the last action they took in the app, and factor that into content displayed in the app or marketing messages sent.
- App "snacking," or logging short sessions with several apps in one day, is rife. For example, 66 percent say they "snack" on social media apps, 57 percent on weather apps, 49 percent on gaming apps, and 43 percent on sports apps.
- Of the 57 percent who will use apps even more in the future, 61 percent said it's because they believe apps will help them manage and connect all the digital elements in their lives.
"People want their apps to know who they are, where they are and what they want to do, and they're willing to exchange this personal data for a richer, more personalized experience," the report said. "Apps need to be able to deliver on these expectations to combat the attention-challenged behaviors of today's users, and to win -- and keep -- the hearts and minds of tomorrow's mobile users."
The data is proof that there's always going to be a certain contradiction in what consumers say about mobile apps versus how they actually behave. Certainly Localytics' numbers around churn are little different than similar studies, but at least this survey suggests they're leaving the door open to more apps on their smartphone screens and not limiting themselves to the likes of Facebook and Uber. Developers still have a window of opportunity here, and if they gain enough interest there's a promise of high engagement -- or at least a little app snacking.
For more:
- see the full report here
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