How Many Apps Do Smartphone Owners Use?

Most apps are not even retained for a full day.

There’s almost always an app for that, whether “that” is a taxi service, food delivery or a video game. But with so many popping up all the time, how often are any of them being used?


A Localytics survey, conducted by Research Now in October 2015, reports that 49{69ae0a25d93a3bfb4c7a14c6cb5bc2b4db8e6111ae4c35307d8a6dded8443ab9} of US smartphone app users use six to 10 smartphone apps each week.
A November 2015 Pew Research Center report goes into more detail: 30{69ae0a25d93a3bfb4c7a14c6cb5bc2b4db8e6111ae4c35307d8a6dded8443ab9} of US smartphone app downloaders had one to 10 apps downloaded on their phone as of February; another 32{69ae0a25d93a3bfb4c7a14c6cb5bc2b4db8e6111ae4c35307d8a6dded8443ab9} had 11 to 20. The report paints a slightly different picture when it comes to weekly usage, however, citing 46{69ae0a25d93a3bfb4c7a14c6cb5bc2b4db8e6111ae4c35307d8a6dded8443ab9} of respondents using one to five apps per week, whereas only 35{69ae0a25d93a3bfb4c7a14c6cb5bc2b4db8e6111ae4c35307d8a6dded8443ab9} use six to ten.


According to AppsFlyer, most apps are not even retained for a full day. July 2015 data showed that 29.1{69ae0a25d93a3bfb4c7a14c6cb5bc2b4db8e6111ae4c35307d8a6dded8443ab9} of apps downloaded by Android users were retained it for at least a day, while just 25.5{69ae0a25d93a3bfb4c7a14c6cb5bc2b4db8e6111ae4c35307d8a6dded8443ab9} of apps downloaded to iOS-based devices were retained that long.

At the end of 30 days, a tiny 3.3{69ae0a25d93a3bfb4c7a14c6cb5bc2b4db8e6111ae4c35307d8a6dded8443ab9} of Android apps and 3.2{69ae0a25d93a3bfb4c7a14c6cb5bc2b4db8e6111ae4c35307d8a6dded8443ab9} of iOS apps still had active users.
Apps installed for organic reasons, as opposed to the result of paid app-install ads, were more likely to be retained. After 30 days, an organic app install was 156{69ae0a25d93a3bfb4c7a14c6cb5bc2b4db8e6111ae4c35307d8a6dded8443ab9} more likely than an ad-induced install to result in continued usage on Android phones, for example.


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