How Many Apps Do Smartphone Owners Use? - eMarketer

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How Many Apps Do Smartphone Owners Use?

Most apps are not even retained for a full day

December 7, 2015

There’s almost always an app for that, whether “that” is a taxi service, food delivery or a video game. But with so many popping up all the time, how often are any of them being used?

Number of Smartphone Apps Used Daily, Weekly and Monthly by US Smartphone App Users, Oct 2015 (% of respondents)

A Localytics survey, conducted by Research Now in October 2015, reports that 49% of US smartphone app users use six to 10 smartphone apps each week.

A November 2015 Pew Research Center report goes into more detail: 30% of US smartphone app downloaders had one to 10 apps downloaded on their phone as of February; another 32% had 11 to 20. The report paints a slightly different picture when it comes to weekly usage, however, citing 46% of respondents using one to five apps per week, whereas only 35% use six to 10.

Average Retention Rates for Mobile App Installs Worldwide, by OS and Timeframe*, May-July 2015

According to AppsFlyer, most apps are not even retained for a full day. July 2015 data showed that 29.1% of apps downloaded by Android users were retained it for at least a day, while just 25.5% of apps downloaded to iOS-based devices were retained that long.

At the end of 30 days, a tiny 3.3% of Android apps and 3.2% of iOS apps still had active users.

Apps installed for organic reasons, as opposed to the result of paid app-install ads, were more likely to be retained. After 30 days, an organic app install was 156% more likely than an ad-induced install to result in continued usage on Android phones, for example.


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