App engagement remains priority for mobile developers

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Editor's CornerDan Kobialka

As a mobile developer, do you have what it takes to keep end users engaged with your app? If not, you may struggle to gain ground in a highly competitive mobile landscape.

Digital data and research provider eMarketer pointed out that the number of smartphone and tablet app installers is expected to increase as adoption of both devices "continues to tick upwards." As such, eMarketer has predicted the number of smartphone and tablet app installers will top 364 million by 2020.

In such a saturated market, mobile app engagement remains an ongoing problem for many developers – just consider some of the statistics from a recent survey of app users conducted by app marketing and analytics company Localytics:

  • 23 percent of mobile app users said they will abandon an app after only one use
  • Overall app user retention reached 38 percent this year
  • Just 28 percent of mobile app users noted that they will use an app 11 or more times

Driving app engagement and retention may require in-app messages, notifications that often deliver proven results for many developers.

The aforementioned Localytics survey revealed apps that utilized in-app messages saw 46 percent of users return 11 or more times. Comparatively, this figure fell to 36 percent in apps that failed to use in-app notifications.

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"Since users do not have to opt-in to in-app messages, they can be a great way to onboard users to the app and then keep them engaged with the most useful features of the experience," Localytics wrote in a blog post. "If used effectively, and personalized to the user, in-app messages are a strong tool in an app's arsenal to keep users around."

Ultimately, in-app messages can make it easier for mobile developers to connect with end users, learn about their target audiences and provide end users with relevant information. As a result, these notifications could foster engagement, ensuring mobile developers can build long-lasting partnerships with end users. - Dan@FierceDeveloper

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