Is iPhone App Retention Ahead of Android App Retention?

The mobile app development industry is fast evolving with new improved features being introduced each day. One among them is that the mobile app publishers are no longer focused on only increased downloads of their creations; rather, they are focusing on building retention models of software which will satisfy the requirements of mature consumer acquisition properties. According to recently concluded surveys, the retention rates in the mobile app industry went up by 19 percent in the span of a single year. Apple’s iOS and Google’s Android are the platforms which saw the highest retention rates; iOS mobile applications are the most successful in this segment with retention rates as high as 52 percent, which is significantly higher than that of Android apps.

Building a strong retention rate is gradually becoming a prerequisite for the world’s best mobile application publishers. Initially, both the App Store and the Android Market focused only on factors which would inspire a user to download an app; measurement of success was only dependent on the number of downloads made within a particular period of time. However, software developers have now realized that downloads can be poorly acquired and therefore they will never have very long term customers. For instance, if a mobile user downloads an app once and discards it immediately, its success rate reduces. But if the same app is used for more than a year after downloading, its customers retention and hence lifetime value automatically increases. According to the research reports revealed in the recent past, the retention rate of the iOS apps is more than that of the Android apps.

A look at the user metrics and the retention units measured by mobile market researchers and we will know that both the iPhone and the iPad users are loyal towards the applications running in their mobile devices than users of Android powered devices. It has been measured that at least 35 percent of Apple’s iOS users have launched a mobile app over 10 times after they were downloaded or installed in the devices. On the contrary, only 23 percent of Google’s Android users performed the similar activity. The same reports are of the opinion that an average Android mobile application suffers 24 percent single time usage as opposed 21 percent one time usage rates for software running on the iOS operating system.

The fact that iOS apps enjoy a better retention rate as compared to Android apps is evident from the greater retention rate of the iPhone itself. It is said that while Apple device users contribute towards 94 percent retention rate, Android powered mobile devices enjoy only 47 percent of retention rate. On an average, users often download and install the same app while upgrading the operating system versions of their Apple mobile devices, and hence the higher rate of retention.

The best way a software developer can ensure high retention rates for his/her mobile application is to introduce engaging factors in the app. Mere visual appeal and unique characteristics without the inclusion of engaging features will not help to achieve retention rate for the developer. Push messaging solutions and provision of rewards for all users who emerge successful in in-app accomplishments are two ways to make the software more engaging, thus leading to greater rates of retention. iPhone apps are ahead of Android apps in this regard, claim analysts.