shopping websites, but only 9 percent of total revenue. Smartphones account for a quarter of visits to U.S.Smartphones account for 82 percent of app launches, as compared to 17 percent from tablets a year ago, smartphones made up 78 percent of mobile app launches.The Adobe study also had some other interesting data points worth chewing on. Gaffney said techniques such as using notifications or tapping hardware features like the fingerprint reader can also boost long-term usage. The growing app fatigue is of key concern to those who make mobile programs and has spawned a whole new industry of retargeting ads that aim to get mobile users to open apps they already have, rather than just download new ones. “It’s a very crowded space and brands are vying for consumers that are becoming increasingly more selective.” “As if getting a mobile app developed and installed isn’t hard enough, keeping users engaged with it may be the biggest challenge of all,” Tamara Gaffney, principal analyst for Adobe Digital Index told Re/code. Roughly a quarter of apps are opened just a single time, according to both the Adobe research and previous studies. But, as with other shiny objects, its appeal quickly fades as another new thing comes along.Ī study from Adobe finds that, on average, mobile apps achieve half their lifetime usage in the first six months.Īnd that’s factoring in all the apps that do really well. A new app is so cool when it is first downloaded onto your phone.

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