Among connected people surveyed across the world, 91% own a smartphone, and people rank their smartphone as the #1 most important internet device. That leaves a lot of space for mobile apps, right? Well think again. Those apps are downloaded more on a temporary basis. But why do people delete their mobile apps?
In emerging and mature mobile markets alike, people prize and prioritize their mobile internet access. As a global community, we are increasingly connected by our desire to be… connected. Collectively, we check our phones an average of 80 times throughout the day.
So, why do people delete their mobile apps from their phone?
Among Indian smartphone users surveyed, 1 in 3 runs out of memory every day, and 83% delete apps to free up that space.
Not a good look
Among US Millennials surveyed, more than 1 in 5 has deleted an app because they didn’t like the way it looked on their home screen—possible proof that people see their home screen as a reflection of their identity.
Just a Holiday fling
Among people surveyed in the US, 26% said they planned to temporarily download (and then delete) a retail aggregator app and 36% a travel aggregator app for the Holiday season.
And finally, just “meh”
I recently deleted my Twitter account. It just didn’t serve a purpose for me any longer. Have you ever felt this way? I mean, outside of the ‘social’ aspect, if you’re using something for business purposes, and there is no ‘payback’ then I think a whole hearty “meh” is in order. (click click, DELETE!)
So, what to do about it?
Nearly 6 in 10 sometimes hesitate to download new apps because they already have too many. Nearly 1 in 2 go so far as to routinely delete apps from their phone. And nearly 1 in 2 wish they could combine all their apps into one.
For marketers (and mobile app makers) this all seems like bad news. However, you can turn this behavior into a marketing competitive advantage.
- Target your mobile app for specific sales with one product or one season.
- Make it a “cool” experience, and make sure your “display icon” rocks
- Simplicity: make sure your app doesn’t take up too much space and is extremely simple to use.
Digital Marketing is always changing.
There is a saying that goes like this: “Never march to far ahead of the band that you can’t hear the music.” So, if you think you’ve got it all figured out, but your audience hasn’t caught up with you yet, take some time to trim back and focus on that one conversion, and then move on to the next one.