AppsFlyer应用卸载分析报告.docx

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,monetizationbecomesverydif?

cult.

Donotdespair!

Therearemanymetricsyoucanmeasuretooptimizeproperlyandprosper.Oneofthekeydatapoints

thatcanimproveengagementistheuninstallrate.Itoffersimportantinsightsforyouracquisitionandre-engagement

strategies,inadditiontouserlifetimevaluepredictions,andvaluableinformationabouttheappitselfandtheexperience

itapparentlyfailedtodeliver.Uninstallsarealsoanincreasinglyimportantfactorintheappstores’rankingalgorithms,so

keepingthenumberaslowaspossibleiscrucialfororganicappdiscovery.

Forstarters,itisimportanttoknowhowyourappcomparestootherappsandtakeactionaccordingly.Thisreportprovides

uninstallbenchmarksbyplatform,category,andcountry,inadditiontovaluabletipsonhowtoreduceyouruninstallrate.

Itistheindustry’smostcomprehensiveuninstallreporttodate,andalsoincludes,forthe?

rsttime,iOSdata.Informationon

AppledevicesisparticularlyimportantsincetheAppStoredoesnotprovidethisdata.

4

KEYOBSERVATIONS

Androidusersuninstallappsataratethat’smorethandoubletherateamongiOSusers.Thistrendisevenmore

evidentwhenlookingatkeycategorieslikegamingandshoppingwhereiOShasaratethat’s3xandbetter

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.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

saidtheywouldbepromptedtorestartusingappsnotusedoruninstalledifofferedadiscountorcouponfo