Mobile App Launch Growth Outpacing App Install Growth

adobedigitalinsights-mobile-app-launch-vs-install-growth-in-q2-nov2016In the US, growth in existing mobile application launches is significantly outpacing growth in app installs, according to an Adobe Digital Insights report examining the finance, travel, automotive, shopping and media and entertainment sectors. The data is a further reminder that the growth in mobile app time benefits some more than others.

On average, the report reveals a 24% increase in existing app launches as opposed to a 6% increase in app installs. The biggest gap between launch and install growth was for the shopping sector, which saw 24% growth year-over-year in launches but just a 2% increase in app installs.

With installs proving so competitive, it’s important that apps retain their users (something that’s also a struggle). The study indicates that more than one-fifth of apps are used only once, with this figure particularly high (24%) for media and entertainment apps. Moreover, on average, half of apps are used less than 10 times, with shopping (60%) apps most likely to fall under that mark.

The most common reason for deleting an app across age groups is that it’s not useful, per a survey of US consumers included in the report. By comparison, far fewer respondents report deleting an app because they never used it, despite separate Yahoo research suggesting that non-use is the top reason for deleting an app.

Among the Adobe Digital Insights respondents, the app not working, the availability of a better app, and the app being worse than the mobile browser were all fairly equal reasons for deleting an app.

In other highlights from the report:

  • Smartphones accounted for 81% of app launches in Q2, and iOS apps accounted for more than two-thirds (69%) of launches when sorting by operating system;
  • Older Millennials (25-34) are 33% more likely than the average consumer to download apps;
  • Smartphone app launch growth outpaced tablet app launch growth in each of the 5 sectors examined save for travel; and
  • Smartphone share of traffic was highest for the media and entertainment (43%) industry and lowest for the finance (19%) sector.

About the Data: The report is based on an analysis of 290+ billion visits from 16,000+ mobile sites and 85+ billion app launches. The survey was fielded among more than 1,000 US consumers.