A chain of restaurants was making a maneuver to try to get their users to install their mobile application and to make the order from their desk using that tool. What do you do when you are a tourist in the city in question and all you want is to be served? Even if you are not going to use the application again in the future, you will download it. So, you download the app, place your order, you get a little frustrated with the payment system and, as soon as you have finished, you delete it from your mobile.
The experience of using the mobile application of the chain of restaurants is not only a real experience, but it could even be a story to understand how consumers relate to the apps of companies and apps in general.
Companies want their potential consumers to install their applications, because they open a range of possibilities attractive enough to not take them into account. Thanks to the app, you can send push notifications, you can launch more and better segmented offers or open many possibilities when collecting data.
But consumers are not only reluctant to download the app on duty, they are also at the time of maintaining it. The lifespan of a mobile application on the consumer’s smartphone is short-lived. And, as pointed out in eMarketer based on the results of a global adjustment study, installing and uninstalling mobile applications quickly is very common among users.
According to the conclusions of the study, which analyzed the fate of 8,000 million apps installations around the globe between January and July of this year, the average is that the app lasts about 5.8 days on the mobile. Consumers do not take a week to uninstall what they installed.
The ones we love the most and the ones that least
Of course, not all apps have the same luck and not all sectors have the same uninstallation times. The apps of electronic commerce, with its 10.8 days on average, and those of trips, with 10.2, are the ones that have a longer life in the mobile. Entertainment, with half a day, and lifestyle, 1.2 days, are on the contrary the most ephemeral, well below average.
Between them are social apps (2.3 days), games (3.4), utilities (4.7), education (6.4), business (6.9), publications (7.3) and health (8.8). The data is from both iOS users and Android users.
Why we uninstalled them
Why is the permanence of these apps so short? The key lies in the perception that users have of them. The novelty, as they explain in the conclusions of the study, is spent very fast.
Added to this are other issues that help to see that, for users, the applications simply are not important. Users delete apps if their storage is very full, if they have a negative impact on the life of their batteries or if the application gives errors. The margin of patience you have with the apps is very low.