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BizReport : Mobile Marketing : June 29, 2012

Apple app downloaders 52% more loyal than Android

Consumers who download apps to an iPhone or iPad are far more loyal to those apps than users of smartphones and tablets running Google's Android, according to new data from mobile app analytics firm Localytics.

by Helen Leggatt

The overall app development sector continues to boom and app retention rates improved 19% over the last year across platforms. The one time app usage numbers dropped to 22%, while the number of people using the app more than 10 times increased to 31%.

"Improvements in both platforms suggest that many app publishers are simply building better apps, whether the app targets the mass market or a niché market," writes Daniel Ruby on the Localytics blog.

"The general public surely gained experience over the last year too, and are likely making more informed, discerning choices about what apps to try."

However, Localytics found app retention rates differ greatly among operating systems.

In particular, iPhone and iPad users are 52% more loyal to apps than Android users. Furthermore, 35% launched an app more than 10 times after downloading compared with 23% for Android users.

Localytics also makes note of a report that could skew results. The Piper Jaffray report shows that the iPhone has a 94% retention rate while Android's is just 47%.

Tags: Android, Apple, apps, loyalty marketing, mobile operating system, mobile phone, research, smartphone, tablet

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  • taz427

    Need to toss in how much of this are from free daily app downloads from Amazon App Store.  This is the biggest source of churn.



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