Localytics’ App Stickiness Index looked at mobile use over the second quarter of 2014 across 25,000 apps comparing the percentage of Power Users (those highly engaged users who use an app ten or more times in a month) versus Loyal Users (those who return to use an app within the first three months of first using it).
The analysis also looked at how some apps are used a lot over a short period of time, but then users stop using them when they’ve reached what the company calls an “engagement ceiling” and “app burnout.”
One of the biggest categories for app burnout was among game apps. The company’s advice to developers:
“One way to combat App Burnout is to better understand your users and their behavioral patterns, as well as your app's strengths and weaknesses, so you can keep users more engaged,” says Localytics.
Meanwhile, Localytics says media and entertainment apps, which includes music and social media apps that tend to drive repeat usage, have the most app stickiness.
Android versus iOS
Android has traditionally attracted more of what Localytics calls power users, but in the latest report there was an equal percentage of iOS and Android power users for the first time at 32%.
Loyalty however, continues to trend in iOS's favor. At the end of Q2 2014, loyalty (those who return to app within the first three months of using it) for iOS was at 24% versus Android's 21%.