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Here’s what you should know about app users: Fifty-eight per cent of them uninstall it within the first 30 days. Seventy-five per cent of those who log only one app session in the first 30 days will also uninstall it. There is a 60 per cent chance that users who did not come back to the app within seven days never return. Early engagement is the key to retention.
App designers should focus on user engagement and retention rather than number of downloads for these reasons, says a playbook by VMAX called Developer’s Compass to the App Galaxy. VMAX is an app monetisation platform in India and South-East Asia.
The monetisation model an app adopts will also influence the choice of a growth metric. Apps using in-app purchase should also look at percentage of paying users, average revenue per user (ARPU) and lifetime value (LTV) as growth metrics.
Apps monetising through in-app ads should look at daily average users and monthly average users, number of sessions and average session length. Freemium apps should look at conversions to paid users as growth metrics
Over 4.35 billion apps were downloaded from Google Play Store in India between April 2015 and March 2016.
India is the top country globally in terms of year-on-year (YoY) market share growth for Google Play Store and ranks third in terms of total app downloads at 27 after US (100) and Brazil (64). These numbers denote the annual indexed app downloads which indicate the number of apps downloaded yearly.
Click here to read datamine: Marketplace dynamics
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