More powerful smartphones and the emerging tablet market have both contributed to the uber popularity of mobile apps, but as it turns out, over a quarter (26 percent) of all apps downloaded in 2010 were used just once, according to Localytics, a Boston-based software company.
"Localytics studied the thousands of Android, iPhone, iPad, BlackBerry, and Windows Phone 7 apps using its real-time app analytics service," Localytics said. "For all new customers of an app in 2010, Localytics looked for the first time each customer used the app and whether or not there was any follow-up usage through January 26, 2011... The resulting analysis shows that for customers using an app for the first time between January and March, about 22 percent of them never open the app again. In the second and third quarters, the rate of one-time usage is flat at 26 percent. One-time usage grows to over 28 percent in the fourth quarter, but some of those customers may still use the app again in early 2011."
Lolcalytics says it's all about perspective, pointing out that "having 74 percent of new customers go on to use your app at least once more is pretty encouraging." The firm also noted that the number of smartphone users in the U.S. grew from 42.7 million in November 2009 to 61.5 million in November 2010, while "the number of apps also increased dramatically."