AppsFlyer应用卸载分析报告

1、App Uninstall Report 1NOVEMBER 2016AppsFlyer忖忸ppsFlyerTABLE OF CONTENTSKey Findings4-5Intro & MethodologyCategory-Specific Unin stall Ben chmarksCoun try-Specific Unin stall Ben chmarks (From Non-0 rga nic In stalls) 9-1011-1512 Actio n Items for App MarketersJ;AppFlyerKEY FINDINGS More tha n 3 out

2、of every 10 in stalls of mobile apps globally end up being uni nesbplfediiMhaiimiz ing an essay marketplace. TheA ndroidi nin stalrateis 2x highertha ni OS.Storagspaceappqualitydevicequalitya ndi ncen tivizedadvertis ing are among the key reas ons for this sig ni fica nt gap. 43% of gam ing app in s

3、talls on An droid devices are unin stalled, compared to only 21% of shopp ing app in stalls.iOS users are far more reliable with only 13% uninstalling gaming apps and a mere 9% removing shopping apps from their devices. The US has the lowest unin stall rate from non-orga nic in stalls on both An dro

4、id and iOS: 31% and 12%, respectively.*l*psFlyerINTROAs an app developer and marketer operati ng in a highly syturcebtatoiysSapeg ling with dwin dli ngrete ntio n rateSs therefore no won der that the freemium-do min ated app market is rapidly cha nging: from an in stalldrive n to a post in stall-dri

5、ve n space where en gageme nt is the new king.With over 2 milli on apps in both GocAppieAppaStore, each app has nu merous competitors just wait ing for their cha nee to shin e. If your app does not deliver orfribsitsrqiuickwpin bfetused, or worse it will be unin stalled. Without users con sta ntly e

6、n gag ing with your app, mon etizati on becomes very dif?cult.Do not despair! There are many metrics you can measure to optimize properly and prosper. One of the key data points that can improve en gageme nt is the unin stall rate. It offers importa nt in sights for your acquisiti on and re-e ngagem

7、e nt strategies, in addition to user lifetime value predictions, and valuable information about the app itself and the experience it appare ntly failed to deliver. Unin stalls are also an in creas in gly imprtaHtetpalgO：rithlapp so keep ing the nu mber as low as possible is crucial for orga nic app

8、discovery.For starters, it is importa nt to know how your app compares to other apps and take acti on accord in gly. This report provides unin stall ben chmarks by platform, category, and country, in additi on to valuable tips on how to reduce your unin stall rate. It is thiedustrymostcomprehe nsive

9、 unin stall report to date, and also in cludes, for the ?rst time, iOS data. In formatio n on Apple devices is particularly importa nt since the App Store does not provide this data.AppsFlyerMETHODOLOGY Sample: 20+ million uninstalls of nesriy 500 apps globally that measure uninstalls 3t scale Perio

10、d: September-October 2016 Definition: Uninstall rate was calculated by dividing the total number of uninstal s by the total number of installs Country and / or category uninstall rates were included only when the data was statistically significant for the specific group in questionGLOBAL UNINSTALL B

11、ENCHMARKSANDROIDiOSGames 13%Shopping 9%Travel 20%Lifestyle 21%33%Games 43%Shopping 21%Travel 33%Entertainment 28%Lifestyle 26%News & Magazines 44%*l*psFlyerKEY OBSERVATIONSAn droid users unin stall apps that rOtere tha n double the rate among iOS users. This tre nd is eve n more evide nt whe n look

12、ing at key categories like gam ing and shopp ing wherehOtS3xaandratetter thanA ndroid respectively. There are a variety of factors that con tribute to the OS gap in cludi ng:1. Device storage space: High-e nd iOS devices have far more space on their phAndrthiOn the average device, stoiere much less

13、of a n eed to unin stall apps to free up space.2. Better iOS apps: The average An droid device does not perform as well as the high-e nd iOS device, which could lead to a sub-par experie nee and ultimately to higher unin stall rates.3. Incen tivized in stalls: The scope of rewarded advertis ing (in

14、which users are offered an incen tive to dow nl oad an app and therefore ofte n unin stall it after receiv ing the reward) is much higher on An droid tha n iOS.4. UtilityappsanAndroid-onaetorHghlyggressiv3Bdpopulartilitgea ne/rperformarenha nceme nt appspro-activeOlerttheusersuggestirwhichappsto uni

15、n stallTheseappso nl yexist in theA ndroid ecosystem.An droid gamers quick to unin stall. As the largest category (1 in 5 apps in Google Play), gam ing offers truly en dless opti ons. As such, there is practically no bra nd attachme nt and loyalty. Games are casual in n ature and therefore users put

16、 very little thought into in stalli ng them. The th inking can best be fafesttMiltfed game, see ifI like it, and if nof simply unin stall Other reas ons in clude the impact of incen tivized in stalls which is highest for gam ing apps, and the fact that the gam ing category has a shorter shelf life a

17、s players lose in terest in games.KEY OBSERVATIONSShopp ing apps enjoy greater brand affin ity. The retail category has relatively low unin stall rates on An droid and especially iOS. This can be expla ined by the stro nger conn ecti on to shopp ing brands (from offline and / or web experie nces). U

18、n like games, shoppdogpeasy “ expae shopp ing n ever dies!Travel is seas on al. Travel apps have relatively high unin stall rates across both platforms. Since travel is seas onal and does not take place very ofte n (for most), users in stall apps whe n they look for their next holiday and once they

19、completed their book ing, they no Ion ger require the app (at least not in the short term). COUNTRY UNINSTALL BENCHMARKS (From NonOrgcmic 伯stos)UK # 38% 21%Germany 协 33% 15%France # 39%Russia *48% 916%us e 31% 112%Mexico 命 50%Brazil 51%India *35%Thailand *34%Singapore 32%Malaysia # 33%Indonesia 32%A

20、rgentina 54%电lppsFgrKEY OBSERVATIONSIncen tivized in stalls daAmdgoiduninstall rate. Si nee rewarded advertis ing is far more com mon on An droid, the unin stall rate from non-orga nic in stalls in lead ing markets listed here is much higher tha n iOS (see page 7 above to read more about why iOS has

21、 a lower unin stall rate tha n An droid).The US has the lowest unin stall rates on both iOS and An droid. The An droid figure can be expla ined by the fact that in the US, higher quality phones with sig ni fica nt storage space are com mon, as they are priced with in reach for practically all sector

22、s of the populati on .It is possible that the 12% iOS unin stall rate iuserd toAmerica n str ong affin ity for the Apple bran 87%ic：ustomer loy OOS users in the US are deeply conn ected to their devices? n das such,thethoughprocesbeh in cfeelect ingppsto in stall- an dwhetheto unin sta- is more care

23、fully con sidered.Mobile-firsts. mobile-seconDlevelopingp un trieacrossAsia ,L atinAmericaa ndi n Russianavediffere nt unin staklateso n An drokdespitethe higherperce ntagof phon esvithlow storagpacei n thesemarkets.This can be expla ined by the fact that AsiaisilaJirstegion. As such, Asia n users a

24、re more conn ected to their phones for everyday activities and are therefore almost 50% less in cli ned to unin stall apps compared with countries that are not mobile-first.AppsFlyer12 ACTION ITEMS FOR APP MARKETERS1) Compare your unin stall rate to your platform, category and country. Take advantag

25、e of the above data benchmarks to see where you are standing and where you need to improve.2) Utilize unin stall data to acquire in telligently: Dive deep into your UA data to understand which channels, media sources, campaigns, publishers, countries and creatives delivered loyal users and which del

26、ivered high uninstall rates - and shift budgets accordingly. DorYt forget to factor ROI in as ow quality installs with high uninstall rates also have far ower price tags (but rem ember a high uninstall rate will also hurt your apps ranking in the app store - so use moderately).12 ACTION ITEMS FOR AP

27、P MARKETERS3) Remember that iOS and An droid users are two differe nt ani mals. Data shows unin stall rates are much higher on An droid tha n iOS. Although Apple users gen erate higher reve nu es, it makes sense to also in vest in your An droid appbecausets usersarefar easiero n theu nin staltrigger

28、especiallyi gam in appsa ndin coun triewhere limited phone storage is an issue.4) Re-e ngage across cha nn els. The best tactic to preve nt uninsiaes &iSoensurBgageme nt from the get go. The key here is obviously a great product/apuseatexsecahens. But fronaraeter sperspective it mea ns using all ava

29、ilable cha nn els - push, email, retarget ing, social - to con ti nu ously keep the app top of mind and propel users to en gage with your app rather tha n the doze ns on their device and nu merous others in the app stores. Each cha nnel is im86r%ntemails are ope ned on a mobile device; a pers on ali

30、zed push message doubles rete nti on rates and reduces the likelihood of an unin sfetabyel15%)ecoming a top priority for marketers.Strong en gageme nt is drive n by many factors, with freque ncy and releva ncy topp ing the list. Measure, test, and then do it aga in and aga in to pinpoint the ideal n

31、u mber of en gageme nts per cha nnel and across cha nn els. Too much and you risk losing the user.12 ACTION ITEMS FOR APP MARKETERS5) Define In-App KPI milest ones to un dersta nd where users drop off. Un dersta nd the relati on ship betwee n usage and in-app funnel progressi on .in gam in g: tutori

32、al completi on, registsatioes seVeV 5 10 success,in-app purchase. In e-commerce: category, product, add-to-cart, purchase). It is particularly importa nt to know at which point an active user sudde nly becomes in active so you can en courage them to continue using your app by offeri ng a special pro

33、moti on, a disco unt, etc. And on an aggryoatedeevglaiisig ni fica nt drop after a certain stage in your funnel, you probably need to change something in the app itself.6) Measureich in-appeve ntso enhan ceeleva ncGra nulameasuremeoft in-appactivitiewill helpyou un derstandhateachuserdoesi n-appaddt

34、hemto a specificsegme ntandrun highlytargete(campaig ns across email, push and / or retarget ing with content that is ulervaeStmethea nd pers on alized based on theiser acSi ons. For example, rather tha n simply measuri ng add-to-cart eve nts, you can measure add-to-cart eve nts of users who viewed

35、running shoes priced above $100. Armed with this kno wledge you can re-e ngage with those users by running with a specific offer for quality running shoes, or even a new Dri fit collection. To further enhance releva ncy, show users the exact pair of shoes they added-to-cart. Whe n the content speaks

36、 to the user, acti on ofte n follows!7) Offer real valuerfesactivate dorma nt users and unin stallers: Users n eed compelli ng value propositi ons to come back to an tapp stopped using or unin stalled. The best way to spark their in terest and gen erate acti on is through discount offers and exclusi

37、ve content. AccThdngWita Googlurvey, 30% of users polled said they would be prompted to restart using apps not used or unin stalled if offered a disco unt or coup on for their next purchase, while 26% said exclusive content would do the trick.*l*psFlyer12 ACTION ITEMS FOR APP MARKETERS8) En sure dee

38、pli nks are in place. Conn ect ing mobile web and app en viro nments is a must if you want to deliver a streamli ned user experie nee. /fteaat users have come to expect. Any glitch or fricti on in the experie nee, and you risk losing users. For example, if a user clicks on your promotion in an email

39、 and finds themselves taken to the app store - eve n if they have the app in stalled already - will cause frustrati on. Or if a user clicks a promoti onal link and has your app ope n in the home scree n in stead of a specific scree n releva nt to the content or promoti on, you are not meet ing user

40、expectati ons.How can we preve nt these glitches from happe ning By query ing the con versi on data from your attributi on provider so you know which page to show the user whe n the app ope ns (this may soun dshiivappDit certa inlyCon versiodataope nsthedoorto pers on alization youca ncustomiztheuse

41、rexperie nceasedo n all theinformation on the tracking litirlereono need for a promo code. Whereas deferred deeplinking has becomean industry standard, the ability to open a specific screen with the right content in real time (or near real time) is a key aspect that separates the differe nt provider

42、s from one ano ther.9) Use video ads to find the right matchesppsFyer-AppLovin reshaschhow n that video ads are a prove n method to acquire loyalllsatrsDecause a video ad can show so much more of what an app has to offer, and as such sets the right expectations. A video helps users better understand

43、 if the app in question is right for them or not. With in sufficie nt in formati on, users ofte n in stall an app only to realize that it was not what they hadve room for surprises!hoped for - and the n the unin stall quicklDtonoat12 ACTION ITEMS FOR APP MARKETERS10) Create an in formative app store

44、 page: Once aga in, to better set expectatio ns, provide as much in formati on as possible in your app store pages. Using a video, in additi on to multiple images of the app and detailed yet easy-to-quickly-read in formatio n will help the user un dersta nd whether to dow nl oad the app or not.11) Listen to your users: Be part of any conversation about your app on social networks, app stores (through rati ngs and rev