2016应用卸载分析报告_14页_856kb

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 minimizing uninstall rates for app developers and marketers, as it directly affects user engagement, monetization, and app store rankings. The report also offers actionable insights and strategies to improve retention and reduce uninstalls.

Key Findings

• Global Uninstall Rate: More than 3 out of every 10 mobile app installs globally result in uninstalls.
• Platform Differences:
  • Android has a significantly higher uninstall rate than iOS (33% vs. 16%).
  • The US has the lowest uninstall rates for both platforms (31% for Android, 12% for iOS).
• Category Performance:
  • Gaming apps on Android have the highest uninstall rate (43%), compared to 13% on iOS.
  • Shopping apps on Android have a 21% uninstall rate, while on iOS it is only 9%.
  • News & Magazines on Android have a high uninstall rate (44%), suggesting lower user retention in this category.

Main Factors Influencing Uninstall Rates

• Device Storage Space: iOS users tend to have more storage space, reducing the need to uninstall apps.
• App Quality and Performance: iOS apps generally perform better, leading to higher user satisfaction and lower uninstalls.
• Incentivized Advertising: Android has a higher prevalence of rewarded advertising, which can lead to higher uninstalls as users may uninstall after receiving incentives.
• Utility Apps on Android: Android users are more likely to use utility apps that suggest uninstalls, contributing to higher rates in this ecosystem.

Key Observations

• Android Uninstall Trends: Android users are more likely to uninstall apps, especially in gaming and shopping categories.
• Seasonality in Travel Apps: Travel apps see higher uninstall rates due to the seasonal nature of travel activities.
• Mobile-First vs. Mobile-Second Markets: In mobile-first regions like Asia, users are less likely to uninstall apps, while in mobile-second markets, uninstall rates are higher.
• Incentivized Installs: These are a major driver of high uninstall rates on Android, particularly in the US and other leading markets.

12 Action Items for App Marketers

1. Benchmark Your Uninstall Rate: Compare your uninstall rate with platform, category, and country benchmarks.
2. Optimize User Acquisition: Use uninstall data to identify high-quality channels and shift budgets accordingly.
3. Understand Platform Differences: Recognize that iOS users are more loyal and less likely to uninstall, especially in gaming and shopping.
4. Re-engage Across Channels: Utilize push, email, and retargeting to maintain user engagement and reduce uninstalls.
5. Define In-App KPI Milestones: Track user drop-off points in the app to improve retention and user experience.
6. Measure In-App Events: Use detailed event tracking to create targeted re-engagement campaigns based on user behavior.
7. Offer Value to Reactivate Users: Use discounts and exclusive content to entice dormant users back to the app.
8. Ensure Deeplinks Are in Place: Streamline the user experience by directing users to the correct screen within the app.
9. Use Video Ads for Better Matching: Video ads help set accurate expectations and reduce the likelihood of uninstalls.
10. Create an Informative App Store Page: Provide detailed and engaging content, including videos and images, to attract users and set expectations.
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 the app delivers on its promises with good performance, intuitive UI/UX, and non-intrusive ads.

Conclusion

The report emphasizes that reducing uninstall rates is crucial for app success. By understanding platform-specific behaviors, leveraging data analytics, and improving the overall user experience, developers and marketers can enhance engagement, retention, and monetization.