Make it seamless and engaging else you risk losing your acquired users at the blink of an eye. ![]() Remember first impression is everything. Because the uninstall rate is the highest on the first day, it is absolutely critical to nail the onboarding process. Setting up uninstall tracking is quick so it is definitely worthwhile. Measure it! Clearly, uninstall is a significant problem and apps must measure their uninstall rate, understand exactly when, why and from which sources uninstallers came from to minimize it. Clearly, the main problem is on day 1 and then also during week 1. The data shows that, as expected, the uninstall rate curve flattens over time. How long after downloading an app do users uninstall it? Because travel is seasonal and bookings rather rare, users often install an app, book their flight or hotel, and then uninstall the app at least until the next time they need to travel. Travel apps have the second “best” uninstall rate. This requires significant resources and could also lead to abandonment when content is insufficient. Also, many entertainment apps need to regularly update content to keep users coming back for more. When it doesn’t, and this still happens often, users get frustrated. In this category, where streaming of video content is common, powerful infrastructure is required to ensure smooth sailing. It appears that entertainment apps fall short when it comes to meeting user expectations. How does the uninstall rate differ by category? The data shows that, overall, developing countries have the highest uninstall rate while developed countries have the lowest. What does the rate look like in different markets? Clearly, uninstalls are a major problem as users don’t think twice about deleting apps from their device. That means that almost 3 out of 10 apps installed end up being uninstalled within 30 days of a download. The overall app uninstall rate after 30 days is 28%. That’s because the average size of storage on a phone in developing countries is smaller than that of phones in developed countries, according to the mobile marketing analytics and attribution platform. Mostly, it’s a matter of storage, AppsFlyer finds. Indeed, about 30% separates Vietnam (which has the highest rate of any country) compared to the United States (which has the lowest). Overall, developing countries have the highest uninstall rate, while developed countries have the lowest. In fact, after sampling 110 million installs earlier this year, AppsFlyer found that 28% of apps are booted from people’s phones within 30 days of being uploaded. ![]() ![]() Yet, as new research suggests, that’s an all-too-common occurrence among today’s fussy mobile users. But it’s nothing compared to the ultimate offense: the dreaded uninstall. Letting an app languish on your phone is like a slap in the face to developers.
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