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25% of Mobile Apps are Abandoned after a Single Use

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Apple’s iTunes App Store is home to over 1.5 million apps and Google Play hosts over 2 million, but the number of apps that actually get installed and used on consumers’ devices is still quite small. We already knew that people only interacted with a small handful of third-party apps on a regular basis, and now, according to a new study on mobile app usage, we learn that about one in four mobile users only use an app once.

Based on data from analytics firm Localytics, and its user base of 37,000 applications, user retention has seen a slight increase year-over-year from 34 percent in 2015 to 38 percent in 2016.

However, just because this figure has recovered a bit, that doesn’t mean the numbers are good. Instead, what this indicates is that 62 percent of users will use an app less than 11 times.

Says the report, “this is not a sustainable business model.”

These days, 23 percent launch an app only once – an improvement over last year, but only slightly. For comparison’s sake, only 20 percent of users were abandoning apps in 2014.

On iOS, user retention saw some slight improvements. The percentage of those only opening apps once fell to 24 percent from 26 percent last year, and those who return to apps 11 times or more grew to 36 percent from 32 percent in 2015.

In particular, apps in the middle stage of their growth (between 15,000 and 50,000 monthly active users), saw the strongest lift with retention and abandonment, the report also noted. This is attributed to these apps’ use of push notifications, in-app messages, email, and remarking. While push notifications have always been cited as a way to retain users, in-app messages also have a notable impact – these messages improve users retention to 46 percent, the study found.

17 percent will only use app once if they see an in-app message, but those not using messages see 26 percent of users abandoning the app after one session.

Though some minor improvements were seen, the data overall is troubling as it what it means to be an app developer today. It also comes following a series of reports on the app economy’s pitfalls, from the saga detailing the downturn for one top app developer, Pixite, which saw revenues decline by a third last year, to a more detailed analysis of why the app economy is broken, citing issues like discovery, lack of disk space, the installation process, and more.

Even investors are shying away from app companies. As Union Square Ventures’ Fred Wilson wrote late last year, “it’s not an easy time to build consumer facing mobile companies. It is not an easy time to invest in them either.”

The good news – if there is any here – is that the problem with apps has led to new ideas about how apps should work.

Google, for example, is thinking of overhauling the whole installation process with its debut of “Instant Apps,” announced at its I/O event earlier this month. Instead of requiring users to seek out apps, download them and install them, Instant Apps will allow users to launch apps almost immediately, just by clicking a URL.

But given that Google is only one half of the smartphone ecosystem’s duopoly, Apple also needs to consider new approaches as well or risk losing developer interest in building for its platforms. (So far, it has been addressing the problem with the release of new guides and how-to’s for developers, and by launching app development centers in Europe and India, for example.)

There are some early suggestions that the app downturn may already be having some impact – another new report out now indicates developers haven’t been as interested in writing apps for Apple Watch or tvOS, noting that for every 1,000 iOS apps, there are 10 tvOS apps and 1 Watch app released.

Of course, those figures are also respective to the Watch and Apple TV’s platforms’ reach. But the App Store gold rush of earlier days just isn’t present, as it’s more difficult to make money from apps and the cost to acquire loyal users has grown from around $1.50 to $2.25 in 2014 to $2.50 and sometimes even as high as $4.00 in the past year.

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4 Simple Ways to Harden your Company Website Against Hack Attacks

B2ap3 Large Motta Industries Bayarea Website Design


If you manage your company's web presence, one of your primary concerns should be site security. A hack can not only lead to data loss, but can also impact your search engine rankings when your site becomes a hacker controlled spam machine. Over the last 12 months Google has recorded a 190% spike in the number of websites being compromised by hackers in the San Francisco Bay Area alone. While there isn't a 100% effective solution to keep criminals from accessing your site, you can reduce the chance of a succesful attack on your company's website.

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Gmail Messages Can Now Self Destruct

B2ap3 Large San Ramon California Web Design

No, Tom Cruise of the Impossible Mission Force will not personally fly to your office and smash your router while hanging upside down from the ceiling.  Instead a Chrome Browser extension called Dmail will allow you to specify in minutes, hours and days how long a recipient can view your message.  Pretty Nifty if you ask me.

If you are in the habit of sending sensitive messages across unencrypted channels and crossing your fingers, this could be just your thing.  If you're like the rest of us and sometimes *ahem* regret the late night messages you might have sent, this could also be your thing.

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8 Social Media Blunders Most Companies Make

B2ap3 Large Oakland Website Company

Social Media Marketing is the key to your business competing with larger companies; it is one place in business where you can level the playing field for little cost and beat the big guys at their own game.

Social Media sites like Twitter, Facebook and Linkedin present new and novel ways to connect directly with your customers. Whether you're a brand new startup or a established business, Social Media should now be a big part of your Online Marketing Plan. Everytime a new customer interacts with your company they are forming a thumb nail impression of what you are all about; you have very little time to grab their attention and get them interested in your products and services.

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The Top 10 Mistakes in Small Business Web Design

B2ap3 Large Alameda Website Design

Perhaps I should have called this "One Hundred and One Ways to Kill your Website" because there are so many different ways to screw up web design. Anyway, to make things simple, lets just stick with the Top Ten just like the old David Letterman show. I promise if you keep these basic principles in mind, your site will be head and shoulders above a good number of your competition.

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San Francisco Bay Area Website Design Company

San Francisco Bay Area Website Design

Motta Industries LLC is an Oakland San Francisco Bay Area Web Design Company. We specialize in Responsive Web Design (RWD), Content Management Systems (CMS), Search Engine Optimization (SEO) and Ecommerce Solutions.

Motta Industries LLC

1801 E.14th Street
San Leandro CA 94577

(925) 297-5393

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