![]() Apps with usability problems that lost out to rival apps that were easier to use. ![]() Difficulties understanding an app’s value or purpose.ģ) 14.8% of uninstalls were the result of customers switching to a rival appīrands whose apps fell behind competitors. Generic messaging blasts that could have been personalized -but weren’t.Ģ) 25.9% of uninstalls were driven by problems with the app’s core functionalityīrands that stop updating their apps. Too many push notifications or other messages. Respondents identified nine different reasons that drove their decision to uninstall, but three of those factors were associated with more than two-thirds of the uninstalls:ġ) 29.6% of uninstalls were connected to problems with messaging At the extremes, one person uninstalled an app within five minutes of downloading it because they were unwilling to create an account without being allowed to try the app first, while someone else kept an app on their phone for two full years before frustration over the repetitive and irrelevant messages they were receiving from it finally drove them to uninstall. How much time passed between a respondent downloading the app and uninstalling?Ĥ5.4% of respondents uninstalled after one month or less, while 54.5% uninstalled more than a month after download. While no one app vertical dominated the results, the most common verticals for uninstalls were music, games, and photo & video apps-each one of those categories accounted for 13.6% of the total. The 22 apps uninstalled came from more than a dozen verticals. Here’s what we found… What verticals were represented? While this small sample size - 22 people who work in the mobile app business and live in either New York or San Francisco - is pretty unscientific from a stats perspective, these stories are very illuminating as anecdotes. We heard stories that speak to huge pitfalls in the app/user relationship, ones that you might recognize as an app consumer, as a marketer, or both. ![]() We talked to 22 employees here at Appboy about the last app they uninstalled: how long they used it, what prompted them to disengage, and whether there’s anything that those brands could do to win them back. But while it’s always painful when a customer decides to step away, the better your brand understands why they’ve chosen to uninstall, the better positioned you’ll be to retain the rest of your audience and potentially win back some of the customers you’ve lost.
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