The global sample of data collected in the study offers a clear differentiation between users in developed countries and users in developing countries. In global terms, the second group reaches a 56% uninstallation rate, which is 33% more than the average for developed countries (United States, United Kingdom, Japan, Korea, France and Germany), or whatever it is. the same, they are 33% less loyal to their applications. Among the developing countries with the most critical uninstallation rates are Brazil, India and Indonesia.
That said, developed countries are not immune to the high impact caused by uninstalls, with rates exceeding 40%. At this point, it should be noted that, in the Spanish market, shopping applications also have an uninstall rate of 33%.
The most committed users: those who bite the apple
Uninstalls on Android devices are twice as frequent as on iOS. Those countries with the largest gap between the two operating systems are Indonesia, South Korea and Germany.
This difference is mainly due to a smaller storage capacity on the average Android device. “In most developing markets, a large part of the population can only have basic mobile devices, with storage being one of the most limited features. Thus, users only save on their mobile phones the applications that they really like or need in their day-to-day lives ”, points out Mariano Miculitzki.
Loyalty is priceless: organic vs. non-organic facilities
An organic installation is one that occurs when a user finds an application that catches their attention and decides, on their own and without any external influence, to download it, either through the official application store, the website itself, etc. . This type of download is of great value, since the user’s interest in the application is evident.
However, the value of non-organic downloads is questionable: some of them are also valuable because they are the result of a very well-segmented acquisition campaign, but others do not add interesting value to the business and can result in inappropriate spending of the company resources if users are not well segmented or if the download is the result of a poorly focused incentive.