13 app opens and done.
That’s the norm, at least for shopping apps, Adobe finds. According to Adobe’s Digital Index for August 2015, “Mobile Benchmark Report” a shopping app is typically opened 13.5 times over the course of two and a half years before a consumer abandons it. Finance apps fare a little bit better, with 17.2 app opens over the course of two and a half years.
The 2015 Q2 data is based on Adobe aggregated consumer data from more than 65 billion app launches across industries and regions, and website visitor behavior from more than 500 billion visits from more than 13,000 sites.
On average, half of an app’s use will occur in the first five to six months after a consumer installs it, Adobe finds. After those five to six months, consumers use most apps less frequently, and eventually abandon all but a favored few.
26.7% of consumers will abandon a shopping app after one use, and 25.2% of consumers will abandon a finance app after one use.
Adobe draws two lessons from this data: Marketers must continue to promote their apps to keep consumers using them, and app downloads alone is not a true measure of how often consumers are using an app.
The study also finds:
- 23.1% of smartphone site visits in Q2 2015 originate from a search engine, such as Google, up from 19.1% in Q2 2014
- 4.7% of smartphone site visits originate from a social site, such as Facebook, up from 2.1% last year.
- Smartphone web conversion rate is 1.0% and 1.2% in an app.
- Tablet web conversion rate is 2.1% and 1.3% in an app.
- Desktop conversion rate is approximately 3.0%
- Smartphones account for 25% of traffic and 9% of revenue for U.S. shopping sites
- 62% of app launches are on an Apple device, and 36.4% of launches are on Android, with the balance on other operating systems
- 49.3% of mobile web browsing is on iOS, 47.1% Android
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