Customer loyalty at all-time low for mobile apps in 2020, with uninstalls rising by 10%

Feb 1, 2021 | Mobile

Customer loyalty at all-time low for mobile apps in 2020, with uninstalls rising by 10%
Customer loyalty was at an all-time low for mobile applications in 2020 — in fact, the pandemic led to a 10% rise in an already high uninstall rate.

A new report from AppsFlyer, reveals that in 2020, the average app with a marketing budget lost roughly $57,000 (£41,711) a month, which is a significant 70% jump compared to 2019. When customer loyalty is already running thin, marketers must create a superior user experience from the start and consider measuring uninstall attribution.

Key findings:

  • The first 24 hours after downloading an app is when users are most likely to also delete the app, likely the result of unmet expectations or false promises.
  • 50% of apps are uninstalled within 30 days of being downloaded.
  • Customers are 2x more likely to delete apps from Android devices than from iOS devices.
  • Only about a quarter of apps are currently measuring uninstall attribution.
  • Gaming apps suffer from the highest uninstall rate, with almost 3 in every 5 gaming apps being uninstalled within 30 days – likely the result of the exploratory nature of mobile games.

In the competitive app marketing space, it is no wonder that apps are having a hard time retaining users. With too many competitors to count, and increasingly high user expectations, an app that does not deliver on all fronts — and fast — simply won’t be used. Even worse, it will be uninstalled, which will have major consequences for marketers with already tight budgets.

The App Uninstall Benchmarks report reveals that in 2020, the average app with a marketing budget lost roughly $57,000 (£41,711) a month, which is a significant 70% jump compared to 2019. When customer loyalty is already running thin, marketers must create a superior user experience from the start and consider measuring uninstall attribution.

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