This is probably due to the fact that the average size of storage on a device in developing countries is smaller. About 30% separates the first (Vietnam) and the last (the US).
The data shows that, overall, developing countries have the highest uninstall rate while developed countries have the lowest. What does the rate look like in different markets? That means that almost 3 out of 10 apps installed end up being uninstalled within 30 days of a download! Clearly, uninstalls are a major problem as users don’t think twice about deleting apps from their device.
The overall app uninstall rate after 30 days is 28%. Findings What is the global uninstall rate? We then counted how many of these users uninstalled the apps within 30 days to calculate the uninstall rate. We isolated a cohort of users who downloaded apps (that have uninstall attribution set up) during the first ten days in April. To help you understand how many users uninstall apps and compare your app to the competition, here are some updated benchmarks based on the following data sample: In fact, since releasing our uninstall attribution feature in July 2016, we’ve seen a constant increase in the share of apps measuring this metric. More and more apps are recognizing this reality. This data can be used to exclude users who uninstalled their app (and are clearly not interested in their service) from their targeting. Without it monetization becomes all but impossible.įurthermore, uninstall measurement allows app developers to apply privacy measures in order to protect their customers’ privacy and data. In a freemium dominated space, securing ongoing usage is absolutely vital to success. Understanding why, when and which users uninstall apps is extremely important in the fight against churn.
Removing an app from a device is quite an aggressive move, clearly indicating that something is wrong.
With too many competitors to count, and increasingly high user expectations, an app that does not deliver on all fronts, and fast, simply won’t be used. As competitive as the app marketing space is, it is no wonder that apps are extremely challenged with retaining their users.
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