2017年-数据局_AppsFlyer：2016应用卸载分析报告_16页_1mb

App Uninstall Report Summary (November 2016)

Core Content

This report provides an in-depth analysis of app uninstall rates across different platforms, categories, and countries. It highlights the importance of understanding and reducing uninstall rates to improve user engagement, retention, and app store rankings. The data is based on over 20 million uninstalls of nearly 500 apps globally, measured during September-October 2016.

Key Findings

• Global Uninstall Rate: More than 3 out of every 10 mobile app installs globally result in uninstalls.
• Platform Differences:
  • Android uninstall rate is 2x higher than iOS.
  • iOS users have significantly lower uninstall rates (13% for gaming, 9% for shopping), while Android users have higher rates (43% for gaming, 21% for shopping).
• Country Performance:
  • The US has the lowest uninstall rates from non-organic installs on both platforms: 31% on Android and 12% on iOS.
  • Asia shows a 50% lower uninstall rate than non-mobile-first countries, due to a stronger mobile-first culture.

Main Reasons for Higher Android Uninstall Rates

1. Device Storage Space: iOS devices typically have more storage, reducing the need for uninstalls.
2. App Quality: iOS apps are generally of higher quality, leading to better user experiences.
3. Incentivized Installs: Rewarded advertising is more prevalent on Android, often resulting in users uninstalling after receiving the reward.
4. Utility Apps on Android: Apps like cleaners and performance enhancers actively suggest uninstalls, which is not common on iOS.

Key Observations

• Shopping Apps: Show strong brand affinity, with lower uninstall rates on both platforms.
• Travel Apps: Have high uninstall rates due to their seasonal nature and limited usage after a booking is made.
• Incentivized Installs: These are a major contributor to higher Android uninstall rates.
• Mobile-First vs. Mobile-Second: Users in mobile-first regions (e.g., Asia) are less likely to uninstall apps compared to mobile-second regions.

12 Action Items for App Marketers

1. Compare Uninstall Rates: Benchmark your app's uninstall rate against your platform, category, and country.
2. Analyze UA Data: Use uninstall data to identify high-performing and low-performing channels, and adjust budgets accordingly.
3. Understand Platform Differences: Recognize that iOS users are more loyal and less likely to uninstall, especially in gaming and low-storage markets.
4. Re-engage Across Channels: Use push, email, and retargeting to keep your app top of mind and drive engagement.
5. Define In-App KPI Milestones: Identify where users drop off in your app's funnel and take corrective action.
6. Measure Rich In-App Events: Use detailed user behavior data to create targeted campaigns and personalize user experiences.
7. Offer Real Value for Reactivation: Use discounts and exclusive content to re-engage dormant users and reduce uninstalls.
8. Ensure Deeplinks Are in Place: Provide a seamless user experience by using deeplinks to direct users to the correct content within the app.
9. Use Video Ads for Better Matching: Video ads help users understand app value and set realistic expectations, leading to more loyal installs.
10. Create an Informative App Store Page: Include videos, images, and clear, concise information to guide users on whether to download your app.
11. Listen to User Feedback: Monitor social media, app store reviews, and communities to address negative feedback and improve the app.
12. Develop a Fantastic App: Ensure your app delivers on its promises with good performance, intuitive UI/UX, and non-intrusive ads.

Additional Information

• AppsFlyer: A leading mobile advertising attribution and marketing analytics platform that helps marketers track and optimize their campaigns.
• Author: Shani Rosenfelder, Content Marketing Lead at AppsFlyer, with over 10 years of experience in content and marketing roles.

Conclusion

Understanding and optimizing your app's uninstall rate is critical for success in today's competitive mobile market. By leveraging data, improving user experience, and using targeted marketing strategies, app marketers can significantly reduce uninstalls and enhance user engagement.