Why Mobile App Maintenance and Upgrading is necessary?
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Do you know that 65% of mobile app users discontinue app usage in about 3 months after downloading it?
Flurry’s data on user retention of apps is worth considering in the same regards. Take a look.
Although app’s continuous usage may vary depending on the category of app, “User Retention” is biggest challenge app publishers have.
There’s an interesting blog run by Cristina Cordova that touches upon the same point with following examples:
SocialCam, a popular Photo & Video App, lost 95% of its active users connected to Facebook in just 5 months dropping from 83.6 million Monthly Active Users (MAU) in June 2012, to 4.3 million.
Draw Something, the most popular social drawing and guessing Game also experienced a reduction of 75% active users connected to Facebook in 7 months with its user size shrinking to to 9.1 million only from 36.5 million in April 2012.
It is quite apparent that if companies and mobile app publishers want to retain users and/or continue to make money (if applicable) they will have to upgrade and maintain the mobile app regardless of its popularity.
Don’t think so? You must certainly take an account of 2 more examples then.
Angry Birds Seasons, the second puzzle video game in the Angry Birds series – Ever thought why this game is still enticing users? Yes you are probably getting it right, it keeps on releasing updates. Do check on level packs and their release dates by referring Angry Birds Seasons’ Chapter.
Candy Crush Saga, the most popular game on Facebook and the highest grossing app in the Google Play Store and the Apple App Store – Have you noticed that even after 500 existing levels (in facebook version), a new set of levels is released approximately every 3 weeks? Or why is there a need to launch additional levels for smartphone versions of Candy Crush Saga despite 440 currently existing?
It is largely, if not completely about keeping your apps fresh, relevant and updated through regular mobile app maintenance and optimization.
Also many of you might not have considered but retention and engagement can be significant metrics for app stores to display top apps in their charts.