It turns out that over 50% of apps are uninstalled within 30 days (according to AppsFlyer Japan)

AppsFlyer Japan, which provides a mobile advertising effectiveness measurement platform and marketing analytics, has created a 2020 survey based on the data of more than 2,000 apps it owns and data on approximately 800 million app installs from January to November 2020. Published a report on mobile app uninstalls around the world.

App uninstall rates have skyrocketed since January and March 2020

According to this survey, the uninstall rate for apps within 30 days of installation was less than 50% until November 2019, but it has been over 50% since December 2019, with the exception of February 2020. are. It is noteworthy that the uninstall rate rose significantly in January and March 2020.

AppsFlyer Japan said that new activations will occur in January due to two factors: the new year and the end of long holidays, and from March onwards, there will be an increase in time spent at home due to the spread of the new coronavirus infection and an increase in mobile contact time, as well as gaming. The analysis shows that as marketers in the industry aggressively implemented user acquisition campaigns, install activity increased as well as the number of uninstalls.

The most important time to win the hearts of users is “24 hours” after installation.

In October 2020, the cumulative uninstall rate for apps within 30 days after installation exceeded 40% within 24 hours after installation. Since then, the uninstall rate has increased gradually, reaching 50% in 2 days, 60% in 3 days, 70% in 7 days, 80% in 10 days, and 90% in 18 days. It has become.

Furthermore, although the trends in the cumulative uninstall rate for 30 days after installation showed a similar trend in all categories, the uninstall rate for 24 hours after installation for social apps and finance apps was higher than the average for other categories. It was 35% more expensive.

AppsFlyer Japan analyzes that in today’s world of ubiquitous app options, it is easy to find substitutes, and unless an app is of perfect quality and provided with speed, it will be deleted quickly.

The app genre with the highest uninstall rate is “games”

The app genre with the highest uninstall rate within 30 days of installation was “games” at 59%. This was followed by “SNS” at 58% and “education” at 49%.

AppsFlyer Japan analyzes that the high uninstall rate of game apps is due to the nature of users who frequently change the games they play and install game apps for trial purposes.

Additionally, AppsFlyer Japan states that when smartphone storage capacity reaches its limit, users tend to prioritize uninstalling gaming apps over private photos and other categories of apps.

On the other hand, the uninstall rate within 30 days of installation was relatively low: 28% for “Food & Drinks,” 31% for “Shopping,” and 35% for “Lifestyle.” AppsFlyer Japan analyzes that these three genres have high brand recognition, which makes it easy to build a connection with users and encourage them to continue using them for a long time, resulting in lower uninstall rates.

Android uninstall rate is twice that of iOS

Android’s uninstall rate was twice that of iOS. Android had higher uninstall rates than iOS in all 13 top market countries, but the gap between the two was particularly large in three countries: Indonesia, South Korea, and Germany.

AppsFlyer Japan points out that the uninstall rate of Android is higher than iOS because the memory capacity of general Android devices is small, and the quality of operation stability and connection environment is inferior compared to iOS. There is.

Uninstallation leads to loss of marketing budget including advertising costs.

The average monthly loss in app marketing budgets from September to November 2020 was approximately 6 million yen, an increase of approximately 70% compared to 2019.

In particular, the cost per install for three genres, “Shopping,” “Food & Drink,” and “SNS” increased, resulting in larger losses compared to other genres. In particular, the average number of uninstalls per app for Shopping increased by 31%, and the cost per install increased by 35%.

AppsFlyer Japan warns that app marketers who aren’t already measuring or optimizing uninstalls need to take the implications of these numbers seriously. The report also states that advertisers need to reaffirm the importance of one metric, “uninstalls,” and to target what consumers want by investing appropriate advertising budgets and allocating management resources.