公主英文AppsFlyer应用卸载分析报告

TABLE OF CONTENTS

Key Findings

3

Intro & Methodology

4-5

Category- Specific Uninstall Benchmarks

6-8

Country- Specific Uninstall Benchmarks (From Non-Organic

Installs)

9-10

12 Action Items for App Marketers

11-15

2

KEY FINDINGS

More than 3 out of every 10 installs of mobile apps globally end up being uninstalled. Minimizing an

app’s

uninstall

rate is a key factor for success in

today’s

marketplace.

The

Android

uninstall

rate

is

2x

higher

than

iOS.

Storage

space,

app

quality,

device

quality,

and

incentivized

advertising are among the key reasons for this significant gap.

43% of gaming app installs 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 apps

from their devices.

The US has the lowest uninstall rate from non-organic installs on both Android and iOS: 31% and 12%, respectively.

3

INTRO

As an app developer and marketer operating in a highly saturated landscape,

you’re

probably struggling with dwindling

retention rates

. It is therefore no wonder that the freemium-dominated app market is rapidly changing: from an install-

driven to a post install-driven space where engagement is the new king.

With over 2 million apps in both Google Play and

Apple’s

App Store, each app has numerous competitors just waiting for

their chance to shine. If your app does not deliver on its promise on all

fronts quickly, it

won’t

be used, or worse it will be

uninstalled. Without 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 points

that can improve engagement is the uninstall rate. It offers important insights for your acquisition and re- engagement

strategies, in addition to user lifetime value predictions, and valuable information about the app itself and the experience

it apparently failed to deliver. Uninstalls are also an increasingly important factor in the app

stores’

ranking algorithms, so

keeping the number as low as possible 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 provides

uninstall benchmarks by platform, category, and country, in addition to valuable tips on how to reduce your uninstall rate.

It is the

industry’s

most comprehensive uninstall report to date, and also includes, for the

?

rst time, iOS data. Information on

Apple devices is particularly important since the App Store does not provide this data.

4

KEY OBSERVATIONS

Android users uninstall apps at a rate

that’s

more than double the rate among iOS users. This trend is even more

evident when looking at key categories like gaming and shopping where iOS has a rate

that’s

3x and 2.5x better

than

Android’s,

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 their phone than the average

Android

device, so

there’s

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, which

could lead to a sub-par experience and ultimately to higher uninstall rates.

3. Incentivized installs: The scope of rewarded advertising (in which users are offered an incentive to download

an 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 / performance

enhancement

apps

pro-actively

alert

the

user

suggesting

which

apps

to

uninstall.

These

apps

only

exist

in

the

Android

ecosystem.

Android gamers quick to uninstall. As the largest category (1 in 5 apps in Google Play), gaming offers truly endless

options. As such, there is practically no brand attachment and loyalty. Games are casual in nature and therefore

users put very little thought into installing them. The thinking can best be described as

“I’ll

install the game, see if

I like it, and if not

i’ll

simply uninstall

it.”

Other reasons include the impact of incentivized installs which is highest

for gaming apps, and the fact that the gaming category has a shorter shelf life as players lose interest in games.

7

KEY OBSERVATIONS

Shopping apps enjoy greater brand affinity. The retail category has relatively low uninstall rates on Android and

especially iOS. This can be explained by the stronger connection to shopping brands (from offline and / or web

experiences). Unlike games, shopping apps

don’t

really

“expire”

as shopping never dies!

Travel is seasonal. Travel apps have relatively high uninstall rates across both platforms. Since travel is seasonal

and does not take place very often (for most), users install apps when they look for their next holiday and once

they’ve

completed their booking, they no longer require the app (at least not in the short term).

8