Brand Loyalty and Mobile Apps

According to a new study conducted by Localytics, Mobile app users, and especially iOS users, are becoming more and more loyal to their mobile apps.  At this time last year, 26% of downloaded apps were used only once, and only 26% of downloaded apps were used more than ten times.  A year later, the number of apps used only once has dropped to 22%, and those used more than ten times has increased to 31%.

On the surface, these numbers seem like good news, but the actual ramifications of increased customer loyalty are yet to be determined.  The mobile app market isn’t the only thing that’s grown over the last few years; the number of firms that analyze app data is on the rise as well, and their techniques for acquiring and analyzing that data are growing more and more sophisticated.  That is, once upon a time a mobile app’s success was determined strictly by the total number of downloads; that number, it turns out, doesn’t really tell us much about a mobile app’s quality, or its staying power, or its usefulness, or its portability.

So what might it mean that app customers are growing more loyal?  For one, with several hundred thousand active apps available across all platforms, it could mean that if there’s a finite number of ideas for mobile apps, then that number is shrinking.  Or it could mean that as the mobile app market continues to grow, the more it becomes dominated by larger companies with more available capital to spare on the development of their products.  The fact of the matter is that it’s a little too early to tell, but it’ll be interesting to keep an eye on the long-term user loyalty data as it becomes available in years to come.

What is certain is that it’s never been more important for mobile app developers to be good at their jobs if they want to become and remain competitive in the app market.  So if you have a great idea for a mobile app, give us a call and we can help get you started!

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