20170413-appsflyer-TABLE_OF_CONTENTS_16页_1mb

App Uninstall Report Summary (November 2016)

Core Content

This report provides a comprehensive analysis of mobile app uninstall rates across different platforms, categories, and countries. It highlights the importance of understanding and reducing uninstall rates for app marketers to improve user engagement, retention, and monetization. The data is based on 20+ million uninstalls from nearly 500 apps globally, collected between September and October 2016.

Key Findings

• Global Uninstall Rate: More than 3 out of every 10 installs of mobile apps globally end up being uninstalled.
• Platform Differences:
  • iOS Uninstall Rate: 16%
  • Android Uninstall Rate: 33%
  • Android has a 2x higher uninstall rate than iOS.
• Category-Specific Trends:
  • Gaming: 43% on Android vs. 13% on iOS
  • Shopping: 21% on Android vs. 9% on iOS
  • Travel: 33% on Android vs. 20% on iOS
  • News & Magazines: 44% on Android
• Country-Specific Trends:
  • The US has the lowest uninstall rate from non-organic installs: 31% on Android and 12% on iOS.

Main Factors Influencing Uninstall Rates

• Device Storage Space: iOS devices typically have more storage, reducing the need for uninstalls.
• App Quality and Performance: High-end iOS apps generally provide a better user experience.
• Incentivized Installs: Rewarded advertising is more prevalent on Android, leading to higher uninstall rates.
• Utility Apps on Android: Cleaner and performance enhancement apps encourage users to uninstall other apps.
• Gaming App Nature: Users are less loyal to gaming apps, often uninstalling them after short-term use.
• Shopping App Loyalty: Strong brand affinity leads to lower uninstall rates.
• Seasonality of Travel Apps: High uninstall rates are common after users complete their travel plans.

12 Action Items for App Marketers

1. Compare Uninstall Rates: Benchmark your app's uninstall rate against platform, category, and country data.
2. Utilize Uninstall Data: Analyze user acquisition data to identify high-quality channels and shift budgets accordingly.
3. Understand Platform Differences: Recognize that iOS users are more loyal, especially in gaming and low-storage regions.
4. Re-engage Across Channels: Use push, email, retargeting, and social media to maintain user engagement.
5. Define In-App KPI Milestones: Identify drop-off points in user journeys to improve retention.
6. Measure Rich In-App Events: Use detailed analytics to create targeted and relevant campaigns.
7. Offer Real Value to Reactivate Users: Use discounts and exclusive content to re-engage dormant users.
8. Ensure Deeplinks Are in Place: Provide a seamless experience by directing users to the right content within the app.
9. Use Video Ads for Better Matching: Video ads help users understand the app’s value before installation.
10. Create an Informative App Store Page: Include videos, images, and clear descriptions to set user expectations.
11. Listen to User Feedback: Address negative reviews and ratings to improve the user experience.
12. Develop a Great App: Focus on performance, UI/UX, and user satisfaction to reduce uninstalls.

Additional Insights

• Incentivized Installs: These are a major contributor to higher uninstall rates on Android.
• Mobile-First vs. Mobile-Second Markets: Asian users are more connected to their phones and less likely to uninstall apps.
• User Experience: A seamless, personalized, and relevant user experience is crucial in reducing uninstalls.

About AppsFlyer

AppsFlyer is a leading mobile advertising attribution and marketing analytics platform, offering insights across over 1,600 integrated networks. It also provides an Active Fraud Solution to help marketers prevent mobile fraud.

About the Author

Shani Rosenfelder is the content marketing lead at AppsFlyer, with over 10 years of experience in content and marketing roles across online companies and startups. He can be followed on LinkedIn.