Apple’s iOS crushes Google’s Android with 52% higher app loyalty rates

“In great news for the mobile app market, app retention rates are improving as app publishers shift from an early focus on ‘downloads’ to more mature customer acquisition and retention models. The overall app industry improved retention rates 19% over the last year. App publishers for the iPhone and iPad saw the greatest success, with retention rates 52% higher than those on Android,” Daniel Ruby reports for Localytics. “Among customers who first downloaded a phone or tablet app in 3Q 2011, compared to 3Q 2010, both one-time usage and long-term retention numbers improved. One-time usage of apps dropped over 15%, from 26% to 22%. More importantly, those who used an app more than 10 times in the following months improved 19%, growing from 26% to 31%.”

“But not all apps are created equally. Delving deeper into the retention and user metrics, iPhone and iPad users are 52% more loyal to their apps than Android users. A healthy 35% of Apple iOS users launched an app more than 10 times after downloading, compared to 23% of Android users. The average Android app also suffers from 24% one-time usage rate compared to just 21% one-time usage rate for iPhone and iPad,” Ruby reports. “iPhone’s far greater app retention rates is also an echo of the 94% retention rate of iPhone itself compared to 47% for Android (Piper Jaffray).”

Localytics: Retention of app users iOS vs. Android

Read more in the full article here.

MacDailyNews Take: Smart developers will take note, if they haven’t already.

[Attribution: MacNN. Thanks to MacDailyNews readers too numerous to mention individually for the heads up.]


  1. … in my own usage. Everything, but EVERYTHING gets used at least once. Most things get used two or three times. After a month, most of it has been used maybe a handful of times and a few items have been used much more often. By the three-month-mark, half of it has been deleted and another half is on life support. Maybe 1 in 10 has been updated and is regularly used.

  2. It’s not even as simple as that, I have lots of apps that are great, but that because of the amount of choice I use them a number of times times then try something else. Especially with small games, it’s not that they’re not good, but that there’s so many other good apps. Similarly, there are a number of apps that are great, but I don’t have the need to use them very often. These figures maybe draw a rough conclusion, but it’s a bit simplistic due to context.

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