In the first 30 days after downloading the application, more than half of the users become inactive. What needs to be done to prevent this from happening, – the analytical platform Localytics told in its latest research.

Localytics - 58 процентов пользователей отваливаются в первый месяц

The dump (churn), which analysts have defined as the dump of users, that is, their transition to an inactive state, reaches 75% after three months and 58% after a month from the moment of downloading the application.

AppUserChurn@2x

A lot?

Yes. However, this is hardly a surprise for anyone.

Something else is curious (although, let’s just say, there are also no discoveries here). The fact is that, according to Localytics, there is an inverse relationship between the number of sessions and the outflow/dump of users. In other words, the more sessions are completed in the first 30 days after downloading the application, the less likely it is that the user will then become inactive.

On the graph just below the abscissa is the number of sessions per user in the first 30 days, the ordinate is the percentage of users who will leave/return to the application within the same period of time.

30DaysAfterDownload@2x

The data demonstrates:

  • 75% of users who have launched the app only once in 30 days will leave the app
  • only 14% of users who have completed 11 or more sessions in the first 30 days after installing the application will fall off

Localytics also found out that the dump will be reduced to 29% of users if the developer encourages the user to commit at least 3 sessions in the first three days. That is, if you force a person to launch a user three times in the first three days after the release (how exactly is another question, you can push or email, you can advertise), he will stay with you for a long time (at least, the probability of this will be much higher).

A source: http://info.localytics.com

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