Localytics reported today that app retention rates are improving as mobile app developers and publishers have shifted their focus from downloads to customer acquisition and retention models. They stated that overall, the app industry has improved retention rates 19% over the last year.
Localytics states that “App publishers for the iPhone and iPad saw the greatest success, with retention rates 52% higher than those on Android.” Maybe most interesting is that the percentage of installed apps that were used more than ten times climbed by a solid 5% (from 26% to 31%).
iPhone has a clear advantage when it comes to retention. “iPhone’s far greater app retention rates is also an echo of the 94 percent retention rate of iPhone itself compared to 47 percent for Android,” the Localytics report states.
Clearly, a focus on creating quality mobile applications that are designed with good usability principles and are useful to users is paying dividends to mobile application developers and publishers.