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BizReport : Research archives : November 16, 2015

Personalization key to app user retention

With millions of apps vying for consumers' attention, personalization is key, according to new research from analytics firm Localytics.

by Helen Leggatt

With so many apps to choose from, it's little wonder that mobile users are apt to chop and change their minds with regard to which ones they want to keep and which are deleted. According to Localytics' research, it takes a mobile user, on average, 4.5 uses of a mobile app before they decide to stop using it due to a lack of perceived value or just out of sheer boredom.

So what do app developers need to consider to keep a user's attention? More than half of mobile users surveyed by Localytics said that apps need more personalization based on their behavior both online and offline. Furthermore, more than half (51%) want an app to remember the last action they took while using it and take that information into consideration when presenting marketing messages or content. Thirty-five percent want an app to know the last relevant action taken in the real world, such as in a store.

"What we heard loud and clear from this study is that people want their apps to know who they are, where they are and what they want to do, and they're willing to exchange this personal data for a richer, more personalized experience," said Raj Aggarwal, CEO of Localytics.

Overall, the study found that, of the 1,000 smartphone owners surveyed, 92% plan to use apps more, or at the same rate, as they do currently. Specifically, 57% believe they will use more applications in the future and of these, 61% believe it is because applications will help them manage their digital lives. On average, consumers are launching applications on 15 times a day and use 18 applications a month.

Image via Shutterstock

Tags: mobile apps, personalization, research

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