Media consumers are increasingly turning to their mobile
devices for video content, but new research from the mobile
marketing and engagement platform CleverTap suggests
there is still work to be done when it comes to churn and
user retention.
CleverTap reviewed data from more than 100 million devices.
When it came to media and entertainment apps, it found 43%
were abandoned by users just one month after download.
The research highlights a phenomenon that plagues
technology and media companies.
The new prime real estate is the home screen. If the consumer
does not derive real value from an app shortly after using it,
the app will either be deleted or abandoned on a page far from
the device home screen, where it is far less likely to be used
again.
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