AppsFlyer应用卸载分析报告.docx

1、AppsFlyer应用卸载分析报告TABLE OF CONTENTSKey Findings 3Intro & Methodology 4-5Category-Specific Uninstall Benchmarks 6-8Country-Specific Uninstall Benchmarks (From Non-Organic Installs) 9-1012 Action Items for App Marketers 11-152KEY FINDINGSMore than 3 out of every 10 installs of mobile apps globally end

2、up being uninstalled. Minimizing an apps uninstallrate is a key factor for success in todays marketplace.The Android uninstall rate is 2x higher than iOS. Storage space, app quality, device quality, and incentivizedadvertising are among the key reasons for this significant gap.43% of gaming app inst

3、alls on Android devices are uninstalled, compared to only 21% of shopping app installs.iOS users are far more reliable with only 13% uninstalling gaming apps and a mere 9% removing shopping appsfrom their devices.The US has the lowest uninstall rate from non-organic installs on both Android and iOS:

4、 31% and 12%, respectively.3INTROAs an app developer and marketer operating in a highly saturated landscape, youre probably struggling with dwindlingretention rates. It is therefore no wonder that the freemium-dominated app market is rapidly changing: from an install-driven to a post install-driven

5、space where engagement is the new king.With over 2 million apps in both Google Play and Apples App Store, each app has numerous competitors just waiting fortheir chance to shine. If your app does not deliver on its promise on all fronts quickly, it wont be used, or worse it will beuninstalled. Witho

6、ut users constantly engaging with your app, monetization becomes very dif?cult.Do not despair! There are many metrics you can measure to optimize properly and prosper. One of the key data pointsthat can improve engagement is the uninstall rate. It offers important insights for your acquisition and r

7、e-engagementstrategies, in addition to user lifetime value predictions, and valuable information about the app itself and the experienceit apparently failed to deliver. Uninstalls are also an increasingly important factor in the app stores ranking algorithms, sokeeping the number as low as possible

8、is crucial for organic app discovery.For starters, it is important to know how your app compares to other apps and take action accordingly. This report providesuninstall benchmarks by platform, category, and country, in addition to valuable tips on how to reduce your uninstall rate.It is the industr

9、ys most comprehensive uninstall report to date, and also includes, for the ?rst time, iOS data. Information onApple devices is particularly important since the App Store does not provide this data.4KEY OBSERVATIONSAndroid users uninstall apps at a rate thats more than double the rate among iOS users

10、. This trend is even moreevident when looking at key categories like gaming and shopping where iOS has a rate thats 3x and betterthan Androids, respectively. There are a variety of factors that contribute to the OS gap including:1. Device storage space: High-end iOS devices have far more space on th

11、eir phone than the average Androiddevice, so theres much less of a need to uninstall apps to free up space.2. Better iOS apps: The average Android device does not perform as well as the high-end iOS device, whichcould lead to a sub-par experience and ultimately to higher uninstall rates.3. Incentivi

12、zed installs: The scope of rewarded advertising (in which users are offered an incentive to downloadan app and therefore often uninstall it after receiving the reward) is much higher on Android than iOS.4. Utility apps an Android-only factor: Highly aggressive and popular utility cleaner / performan

13、ce enhancementapps pro-actively alert the user suggesting which apps to uninstall. These apps only exist in the Androidecosystem.Android gamers quick to uninstall. As the largest category (1 in 5 apps in Google Play), gaming offers truly endlessoptions. As such, there is practically no brand attachm

14、ent and loyalty. Games are casual in nature and thereforeusers put very little thought into installing them. The thinking can best be described as “Ill install the game, see ifI like it, and if not ill simply uninstall it.” Other reasons include the impact of incentivized installs which is highestfo

15、r gaming apps, and the fact that the gaming category has a shorter shelf life as players lose interest in games.7KEY OBSERVATIONSShopping apps enjoy greater brand affinity. The retail category has relatively low uninstall rates on Android andespecially iOS. This can be explained by the stronger conn

16、ection to shopping brands (from offline and / or webexperiences). Unlike games, shopping apps dont really “expire” as shopping never dies!Travel is seasonal. Travel apps have relatively high uninstall rates across both platforms. Since travel is seasonaland does not take place very often (for most),

17、 users install apps when they look for their next holiday and oncetheyve completed their booking, they no longer require the app (at least not in the short term).8KEY OBSERVATIONSIncentivized installs damage Androids uninstall rate. Since rewarded advertising is far more common on Android,the uninst

18、all rate from non-organic installs in leading markets listed here is much higher than iOS (see page 7 aboveto read more about why iOS has a lower uninstall rate than Android).The US has the lowest uninstall rates on both iOS and Android. The Android figure can be explained by the factthat in the US,

19、 higher quality phones with significant storage space are common, as they are priced within reachfor practically all sectors of the population. It is possible that the 12% iOS uninstall rate is tied to American usersstrong affinity for the Apple brand. With 87% customer loyalty, iOS users in the US

20、are deeply connected to theirdevices, and as such, the thought process behind selecting apps to install - and whether to uninstall - is morecarefully considered.Mobile-first vs. mobile-second. Developing countries across Asia, Latin America, and in Russia have differentuninstall rates on Android des

21、pite the higher percentage of phones with low storage space in these markets.This can be explained by the fact that Asia is a mobile first region. As such, Asian users are more connected totheir phones for everyday activities and are therefore almost 50% less inclined to uninstall apps compared with

22、countries that are not mobile-first.1012 ACTION ITEMS FOR APP MARKETERS3) Remember that iOS and Android users are two different animals. Data shows uninstall rates are much higheron Android than iOS. Although Apple users generate higher revenues, it makes sense to also invest in your Androidapp beca

23、use its users are far easier on the uninstall trigger, especially in gaming apps and in countries wherelimited phone storage is an issue.4) Re-engage across channels. The best tactic to prevent uninstalls is to ensure a users ongoing engagement fromthe get go. The key here is obviously a great produ

24、ct/app that meets the users expectations. But from a marketersperspective it means using all available channels - push, email, retargeting, social - to continuously keep the apptop of mind and propel users to engage with your app rather than the dozens on their device and numerous othersin the app s

25、tores. Each channel is important: 86% of emails are opened on a mobile device; a personalized pushmessage doubles retention rates and reduces the likelihood of an uninstall by 15%; and retargeting is becoming atop priority for marketers.Strong engagement is driven by many factors, with frequency and

26、 relevancy topping the list. Measure, test, andthen do it again and again to pinpoint the ideal number of engagements per channel and across channels. Toomuch and you risk losing the user.1212 ACTION ITEMS FOR APP MARKETERS5) Define In-App KPI milestones to understand where users drop off. Understan

27、d the relationship between usageand in-app funnel progression . in gaming: tutorial completion, registration, level 5 success, level 10 success,in-app purchase. In e-commerce: category, product, add-to-cart, purchase). It is particularly important to know atwhich point an active user suddenly become

28、s inactive so you can encourage them to continue using your app byoffering a special promotion, a discount, etc. And on an aggregated level, if youre seeing a significant drop after acertain stage in your funnel, you probably need to change something in the app itself.6) Measure rich in-app events t

29、o enhance relevancy: Granular measurement of in-app activities will help youunderstand what each user does in-app, add them to a specific segment, and run highly targeted campaignsacross email, push and / or retargeting with content that is relevant to the users segment and personalized basedon the

30、users actions. For example, rather than simply measuring add-to-cart events, you can measure add-to-cartevents of users who viewed running shoes priced above $100. Armed with this knowledge you can re-engage withthose users by running with a specific offer for quality running shoes, or even a new Dr

31、i fit collection. To furtherenhance relevancy, show users the exact pair of shoes they added-to-cart. When the content speaks to the user,action often follows!7) Offer real value to reactivate dormant users and uninstallers: Users need compelling value propositions tocome back to an app theyve stopped using or uninstalled. The best way to spark their interest and generate actionis through discount offers and exclusive content. According to a Think With Google survey, 30% of users polledsaid they would be prompted to restart using apps not used or uninstalled if offered a discount or coupon fo