Marketing Fail? Too Many Mobile Apps are Deleted within Days of Downloading

Mobile appsHere’s an interesting statistic offered up by marketing consultant Rich MeyerThree-fourths of mobile apps are deleted within three weeks of being downloaded by their users.

How can the attrition rate be so high?

According to Meyer, it’s because people decide they don’t really have a need for the apps … or they find them too difficult to use and master.

I suspect the percentage may also be so high because marketers fail to query their target audiences prior to developing apps to determine now much of a need it will be satisfying.

… Or to put it another way, to avoid falling into the trap of developing a cure for something that isn’t a disease.

Mobile App Preferences
Sources: MarketingProfs; Harris Interactive and EffectiveUI field survey, 2010.

Meyer believes part of the dynamic at work is a knee-jerk “bias for action” as the marketing playing field shifts endlessly.

“It’s called ‘do it’ because everyone else is doing it, and it results in not only bad marketing, but in turned off consumers and customers,” he maintains.

Questions as simple as “What would you like to see in a mobile app?” … or testing an app concept with a sample of potential users before spending the effort and energy to produce it would be good places to start.

Marketers can use the research findings to adjust the proposed design of an app — or to trash it altogether and come up with an alternative one that actually meets a need.

If more companies did this, perhaps the 75% deletion rate for mobile apps would cease to be so flat-out dismal.