10 Interesting Mobile App Usage Stats

Campaign MarketingMobile Marketing

To fol­low up my Mobile Engage­ment track at Adobe Sum­mit EMEA, I would like to offer 10 inter­est­ing or sur­pris­ing stats about mobile appli­ca­tion usage to keep in mind. If you weren’t at Sum­mit, feel free to access the videos and pre­sen­ta­tions of the ses­sions direct­ly on the web­site.

  1. Users spend 90% of their time in apps com­pared to the mobile Web. —Flur­ry, 2015
  2. Users down­load on aver­age 8.8 apps per month, with app installs up 5% year over year (YoY). —BI Intel­li­gence, 2015
  3. In May 2016, the aver­age cost per app instal­la­tion is $2.33 on Android (+93% YoY) and $1.46 on iOS (–3% YoY). —Fik­su, 2015
  4. 25% of installed apps are nev­er used. —Google, 2015
  5. 26% of installed apps are aban­doned after the first use. —Google, 2015
  6. (Only) 51% of com­pa­nies mea­sure user engage­ment and return on invest­ment (ROI). —Adobe and Econ­sul­tan­cy, 2015
  7. Mobile retail expe­ri­ence sat­is­fac­tion is low: 45% of mobile app users dis­like their app expe­ri­ence, where­as 47% dis­like their Web expe­ri­ence. —Mobile Com­merce Dai­ly, 2015
  8. The aver­age Android app los­es 77% of its dai­ly active users (DAUs) with­in the first three days after the install, and 90% with­in the first 30 days. —Quet­tra
  9. Of those who stop using apps, 30% would use an app again if offered a dis­count, and 24% would reuse an app if offered exclu­sive or bonus con­tent. —Google, 2015
  10. 78% of com­pa­nies use paid media to dri­ve app down­loads. —Adobe Mobile Matu­ri­ty Sur­vey, 2015

What about you, do you have any inter­est­ing stat about mobile mar­ket­ing to share? Feel free to do so in the com­ments.


Down­load the 2017 Dig­i­tal Trends Report

Campaign Marketing, Mobile Marketing
Olivier Binisti

Posted on 06-06-2016


  • By Dustin Amrhein - 2:40 PM on September 23, 2016   Reply

    Inter­est­ing stats and thanks for shar­ing! #3 and #6 are very telling of the state of the mobile app indus­try today. Many brands are spend­ing a con­sid­er­able sum on their app mar­ket­ing and acqui­si­tion efforts, but rel­a­tive­ly few extend their focus and spend to engag­ing and retain­ing users once they install. Thus, it’s no sur­prise reten­tion rates are so dis­ap­point­ing.

    The issue is not that brands sim­ply do not real­ize this chal­lenge. The prob­lem is his­tor­i­cal­ly there have not been tools to dri­ve engage­ment cam­paigns that mar­keters and non-devel­op­ers can suf­fi­cient­ly lever­age. At Insert, we are 100% focused on enabling the non-tech­ni­cal user to dri­ve in-app cam­paigns with no engi­neer­ing required. We believe the mobile mar­ket is at a point of inflec­tion and that a bifur­ca­tion of tool­ing is absolute­ly nec­es­sary to help brands derive a bet­ter ROI. Check us out!

  • By Michael - 3:00 PM on March 15, 2017   Reply

    Insight­ful. Good for plan­ning ans strat­e­gy

Join the discussion