AppsFlyer应用卸载分析报告.docx
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AppsFlyer应用卸载分析报告.docx
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AppsFlyer应用卸载分析报告
TABLEOFCONTENTS
KeyFindings3
Intro&Methodology4-5
Category-SpecificUninstallBenchmarks6-8
Country-SpecificUninstallBenchmarks(FromNon-OrganicInstalls)9-10
12ActionItemsforAppMarketers11-15
2
KEYFINDINGS
Morethan3outofevery10installsofmobileappsgloballyendupbeinguninstalled.Minimizinganapp’suninstall
rateisakeyfactorforsuccessintoday’smarketplace.
TheAndroiduninstallrateis2xhigherthaniOS.Storagespace,appquality,devicequality,andincentivized
advertisingareamongthekeyreasonsforthissignificantgap.
43%ofgamingappinstallsonAndroiddevicesareuninstalled,comparedtoonly21%ofshoppingappinstalls.
iOSusersarefarmorereliablewithonly13%uninstallinggamingappsandamere9%removingshoppingapps
fromtheirdevices.
TheUShasthelowestuninstallratefromnon-organicinstallsonbothAndroidandiOS:
31%and12%,respectively.
3
INTRO
Asanappdeveloperandmarketeroperatinginahighlysaturatedlandscape,you’reprobablystrugglingwithdwindling
retentionrates.Itisthereforenowonderthatthefreemium-dominatedappmarketisrapidlychanging:
fromaninstall-
driventoapostinstall-drivenspacewhereengagementisthenewking.
Withover2millionappsinbothGooglePlayandApple’sAppStore,eachapphasnumerouscompetitorsjustwaitingfor
theirchancetoshine.Ifyourappdoesnotdeliveronitspromiseonallfrontsquickly,itwon’tbeused,orworseitwillbe
uninstalled.Withoutusersconstantlyengagingwithyourapp,monetizationbecomesverydifficult.
Donotdespair!
Therearemanymetricsyoucanmeasuretooptimizeproperlyandprosper.Oneofthekeydatapoints
thatcanimproveengagementistheuninstallrate.Itoffersimportantinsightsforyouracquisitionandre-engagement
strategies,inadditiontouserlifetimevaluepredictions,andvaluableinformationabouttheappitselfandtheexperience
itapparentlyfailedtodeliver.Uninstallsarealsoanincreasinglyimportantfactorintheappstores’rankingalgorithms,so
keepingthenumberaslowaspossibleiscrucialfororganicappdiscovery.
Forstarters,itisimportanttoknowhowyourappcomparestootherappsandtakeactionaccordingly.Thisreportprovides
uninstallbenchmarksbyplatform,category,andcountry,inadditiontovaluabletipsonhowtoreduceyouruninstallrate.
Itistheindustry’smostcomprehensiveuninstallreporttodate,andalsoincludes,forthefirsttime,iOSdata.Informationon
AppledevicesisparticularlyimportantsincetheAppStoredoesnotprovidethisdata.
4
KEYOBSERVATIONS
Androidusersuninstallappsataratethat’smorethandoubletherateamongiOSusers.Thistrendisevenmore
evidentwhenlookingatkeycategorieslikegamingandshoppingwhereiOShasaratethat’s3xand2.5xbetter
thanAndroid’s,respectively.ThereareavarietyoffactorsthatcontributetotheOSgapincluding:
1.Devicestoragespace:
High-endiOSdeviceshavefarmorespaceontheirphonethantheaverageAndroid
device,sothere’smuchlessofaneedtouninstallappstofreeupspace.
2.BetteriOSapps:
TheaverageAndroiddevicedoesnotperformaswellasthehigh-endiOSdevice,which
couldleadtoasub-parexperienceandultimatelytohigheruninstallrates.
3.Incentivizedinstalls:
Thescopeofrewardedadvertising(inwhichusersareofferedanincentivetodownload
anappandthereforeoftenuninstallitafterreceivingthereward)ismuchhigheronAndroidthaniOS.
4.UtilityappsanAndroid-onlyfactor:
Highlyaggressiveandpopularutilitycleaner/performanceenhancement
appspro-activelyalerttheusersuggestingwhichappstouninstall.TheseappsonlyexistintheAndroid
ecosystem.
Androidgamersquicktouninstall.Asthelargestcategory(1in5appsinGooglePlay),gamingofferstrulyendless
options.Assuch,thereispracticallynobrandattachmentandloyalty.Gamesarecasualinnatureandtherefore
usersputverylittlethoughtintoinstallingthem.Thethinkingcanbestbedescribedas“I’llinstallthegame,seeif
Ilikeit,andifnoti’llsimplyuninstallit.”Otherreasonsincludetheimpactofincentivizedinstallswhichishighest
forgamingapps,andthefactthatthegamingcategoryhasashortershelflifeasplayersloseinterestingames.
7
KEYOBSERVATIONS
Shoppingappsenjoygreaterbrandaffinity.TheretailcategoryhasrelativelylowuninstallratesonAndroidand
especiallyiOS.Thiscanbeexplainedbythestrongerconnectiontoshoppingbrands(fromofflineand/orweb
experiences).Unlikegames,shoppingappsdon’treally“expire”asshoppingneverdies!
Travelisseasonal.Travelappshaverelativelyhighuninstallratesacrossbothplatforms.Sincetravelisseasonal
anddoesnottakeplaceveryoften(formost),usersinstallappswhentheylookfortheirnextholidayandonce
they’vecompletedtheirbooking,theynolongerrequiretheapp(atleastnotintheshortterm).
8
KEYOBSERVATIONS
IncentivizedinstallsdamageAndroid’suninstallrate.SincerewardedadvertisingisfarmorecommononAndroid,
theuninstallratefromnon-organicinstallsinleadingmarketslistedhereismuchhigherthaniOS(seepage7above
toreadmoreaboutwhyiOShasaloweruninstallratethanAndroid).
TheUShasthelowestuninstallratesonbothiOSandAndroid.TheAndroidfigurecanbeexplainedbythefact
thatintheUS,higherqualityphoneswithsignificantstoragespacearecommon,astheyarepricedwithinreach
forpracticallyallsectorsofthepopulation.Itispossiblethatthe12%iOSuninstallrateistiedtoAmericanusers’
strongaffinityfortheApplebrand.With87%customerloyalty,iOSusersintheUSaredeeplyconnectedtotheir
devices,andassuch,thethoughtprocessbehindselectingappstoinstall-andwhethertouninstall-ismore
carefullyconsidered.
Mobile-firstvs.mobile-second.DevelopingcountriesacrossAsia,LatinAmerica,andinRussiahavedifferent
uninstallratesonAndroiddespitethehigherpercentageofphoneswithlowstoragespaceinthesemarkets.
ThiscanbeexplainedbythefactthatAsiaisamobilefirstregion.Assuch,Asianusersaremoreconnectedto
theirphonesforeverydayactivitiesandarethereforealmost50%lessinclinedtouninstallappscomparedwith
countriesthatarenotmobile-first.
10
12ACTIONITEMSFORAPPMARKETERS
3)RememberthatiOSandAndroidusersaretwodifferentanimals.Datashowsuninstallratesaremuchhigher
onAndroidthaniOS.AlthoughAppleusersgeneratehigherrevenues,itmakessensetoalsoinvestinyourAndroid
appbecauseitsusersarefareasierontheuninstalltrigger,especiallyingamingappsandincountrieswhere
limitedphonestorageisanissue.
4)Re-engageacrosschannels.Thebesttactictopreventuninstallsistoensureauser’songoingengagementfrom
thegetgo.Thekeyhereisobviouslyagreatproduct/appthatmeetstheuser’sexpectations.Butfromamarketer’s
perspectiveitmeansusingallavailablechannels-push,email,retargeting,social-tocontinuouslykeeptheapp
topofmindandpropeluserstoengagewithyourappratherthanthedozensontheirdeviceandnumerousothers
intheappstores.Eachchannelisimportant:
86%ofemailsareopenedonamobiledevice;apersonalizedpush
messagedoublesretentionratesandreducesthelikelihoodofanuninstallby15%;andretargetingisbecominga
toppriorityformarketers.
Strongengagementisdrivenbymanyfactors,withfrequencyandrelevancytoppingthelist.Measure,test,and
thendoitagainandagaintopinpointtheidealnumberofengagementsperchannelandacrosschannels.Too
muchandyourisklosingtheuser.
12
12ACTIONITEMSFORAPPMARKETERS
5)DefineIn-AppKPImilestonestounderstandwhereusersdropoff.Understandtherelationshipbetweenusage
andin-appfunnelprogression(e.g.ingaming:
tutorialcompletion,registration,level5success,level10success,
in-apppurchase.Ine-commerce:
category,product,add-to-cart,purchase).Itisparticularlyimportanttoknowat
whichpointanactiveusersuddenlybecomesinactivesoyoucanencouragethemtocontinueusingyourappby
offeringaspecialpromotion,adiscount,etc.Andonanaggregatedlevel,ifyou’reseeingasignificantdropaftera
certainstageinyourfunnel,youprobablyneedtochangesomethingintheappitself.
6)Measurerichin-appeventstoenhancerelevancy:
Granularmeasurementofin-appactivitieswillhelpyou
understandwhateachuserdoesin-app,addthemtoaspecificsegment,andrunhighlytargetedcampaigns
acrossemail,pushand/orretargetingwithcontentthatisrelevanttotheuser’ssegmentandpersonalizedbased
ontheuser’sactions.Forexample,ratherthansimplymeasuringadd-to-cartevents,youcanmeasureadd-to-cart
eventsofuserswhoviewedrunningshoespricedabove$100.Armedwiththisknowledgeyoucanre-engagewith
thoseusersbyrunningwithaspecificofferforqualityrunningshoes,orevenanewDrifitcollection.Tofurther
enhancerelevancy,showuserstheexactpairofshoestheyadded-to-cart.Whenthecontentspeakstotheuser,
actionoftenfollows!
7)Offerrealvaluetoreactivatedormantusersanduninstallers:
Usersneedcompellingvaluepropositionsto
comebacktoanappthey’vestoppedusingoruninstalled.Thebestwaytosparktheirinterestandgenerateaction
isthroughdiscountoffersandexclusivecontent.AccordingtoaThinkWithGooglesurvey,30%ofuserspolled
saidtheywouldbepromptedtorestartusingappsnotusedoruninstalledifofferedadiscountorcouponfortheir
nextpurchase,while26%saidexclusivecontentwoulddothetrick.
13
12ACTIONITEMSFORAPPMARKETERS
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