App optimization company Neumob released an infographic detailing the state of smartphone usage in the United States that also provides an in-depth look into app download and retention rates among American smartphone owners across different demographics. The infographic also details the operating system that is dominant among consumers in the United States, showing that Android lags behind iOS with younger demographics. However, the difference between the two operating systems is not a massive one, the largest being the 19-percent advantage of iOS among users aged 18 to 24, while Android leads among older demographics, particularly users aged 25 to 34.
Another interesting observation made by Neumob is the number of apps users have on their smartphones, not counting applications preloaded by the smartphone manufacturer or the wireless carrier. According to Neumob, most Americans keep between six and 15 applications on their smartphones, which is true across almost all demographics except for those older than 65 wherein people tend to keep less than half a dozen apps on their handsets. In addition to the small number of apps downloaded by consumers, there is only a small number of users who continue using their apps after they’ve downloaded them. A sharp drop in usage is observable just a week after the app is downloaded, after which only 10 to 12 percent of consumers continue using the app. After one month, that number is further reduced to around 7.5 percent, and less than two percent of users continue using the app after three months.
A major contributor to poor retention of certain apps is the speed of app loading, with at least 75 percent of users deleting a downloaded app after they get frustrated due to poor stability and performance. Underwhelming app performance is surely a great factor in app use, and even major players in the industry like Snapchat are blaming bad Android app performance for their poor uptake among Android users. Neumob’s infographic, which is a compilation of research and statistics released in previous years, also provides a number of tips regarding what app developers should do to improve app retention and make sure that users aren’t giving up on their creations due to poor performance.