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BizReport : Mobile Marketing : March 16, 2011

26% of app downloaders become loyal users

Consumers are quick to download an app, and just as quick to discard it. That's why, says mobile analytics provider Localytics, brands leveraging mobile apps should measure success in terms of more than just downloads.

by Helen Leggatt

localytics logo.pngLast month I reported on Localytics' findings that 26% of apps were used once, never to be used again. Now the firm is reporting figures at the other end of the user spectrum - the loyal followers.

New figures released this week, again based on analysis of usage data from thousands of apps across many devices, show that another 26% go on to become the most loyal customers.

This loyal following use an app more than 10 times in the months following download and, found Localytics, may go on to use that app hundreds of times.

It is these app users that spell success for brands, not the hoards of one-use-wonders. Marketers need to focus less on download numbers and more on who is using the app, and how. Retention is also key and certain triggers such as notifications, updates and even in-app purchases can encourage ongoing app use.

"As an analytics company we think that focusing on understanding how people engage with your app over a longer period of time is more important than looking at just the number of downloads an app has," said Brian Suthoff, vice president of market development at Localytics.

"Developers need to figure out what type of people use their apps and how to attract those type of people for the first time and as returning users. Raw download numbers don't tell the whole story."

Tags: analytics, loyalty marketing, mobile apps

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