Report: 91 percent would use abandoned apps again if disliked issues addressed

Mobile apps command about 60 percent of digital media time, according to comScore’s 2016 Mobile App Report. However, that time is concentrated in a relatively small number of top apps that people use regularly. App discovery and retention have become a high-stakes game for publishers, brands and retailers. Evidence of this is the fact that app install ads will be worth nearly $6 billion this year for Google and Facebook, with some estimates higher than that. Yet getting someone to download an app is increasingly difficult, and there’s no guarantee of retention. According to AppsFlyer’s Apps Uninstall Report, “more than three out of every 10 installs of mobile apps globally end up being uninstalled.” The company also observed that Android’s uninstall rate is 2x higher than the iPhone’s.