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Old 02-02-2011, 12:00 PM
Jon Westfall
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Default Use 'Em and Leave 'Em: 26% of App Uses are One Night Stands

<div class='os_post_top_link'><a href='http://www.localytics.com/blog/post/first-impressions-matter-26-percent-of-apps-downloaded-used-just-once/' target='_blank'>http://www.localytics.com/blog/post...used-just-once/</a><br /><br /></div><p><em>"The resulting analysis shows that for customers using an app for the first time between January and March, about 22% of them never open the app again. In the second and third quarters, the rate of one-time usage is flat at 26%. One-time usage grows to over 28% in the fourth quarter, but some of those customers may still use the app again in early 2011."</em></p><p><em><img src="http://images.thoughtsmedia.com//adt/auto/1296607625.usr7.png" style="border: 1px solid #d2d2bb;" /></em></p><p>Admit it - you've used an app once and then never bothered to click again. We all do it, although it's interesting to see the data presented here. I suspect we aren't seeing significant differences between those rates above, and I also wonder how much of this depends on app segment. One thing is for certain, it's a lot nicer to have app stores now that let us try before we buy and give us comments and ratings. I recall my early WinMo days of "that looks cool, buy it". I probably spent around $100 (over 3 years) on apps I never used more than 3 times.</p>
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