That's because smartphone users are fickle when it comes to downloading applications. There is a low-barrier to acquiring content, because apps are cheap and quick to download. Unlike desktop software, mobile applications fill end-user desires, cravings, and short-term needs. Mobile apps do not always suit the longer-term needs of end-users. For example, on the days leading up to Hurricane Irene, I scoured Apple's App Store, looking for the best Hurricane Tracker. After the storm, having found an app to suit my short-term needs, I, just as quickly, deleted the application from my iPhone.
My behavior does not appear to be anomalous, judging from a recent study of Mobile App users, conducted by a Massachusetts-based application analytics firm, Localytics.
With thousands of Android, iPhone, iPad, BlackBerry and Windows Phone 7 apps analyzed, the study found that users do tend to try out new apps, but 26% use the app only once!
This study seems to underscore a need for mobile application developers to think about the timing of their mobile application deployment, as well as the customer "needs" their application is intended to fill. As always, it is recommended that app developers conduct primary research with their end-users, to gain a deep understanding of their likely behavior and engagement with the app. Research for mobile development should include customer investigation around the types of events, motivations, and triggers for mobile application usage.
Another opportunity for mobile application developers seems to be the targeting an application for specific, time-based, events, such as:
1. Holidays
2. Conferences
3. Theatrical Releases
4. Political Events
5. Sporting Events
Thus, app developers may consider capitalizing on a major event, with the understanding that the application is likely to be used once, and then removed.
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