Smartphone users typically have a plethora of apps installed on their devices, but use only a select few daily. This lack of engagement leaves marketers fighting for screen real estate and the constant challenge of app discovery.
An August 2015 Millward Brown Digital survey revealed that 43% of US smartphone owners used four to six apps on an average day. Comparing that to the number of apps they have installed—about 40 to 70—app usage is fairly small.
And that low usage rate is just for apps users keep. The same study found that 72% of smartphone owners deleted an app because they rarely used it. Other causes of deletion were because the app was draining the device’s battery, as well as a need to free up memory on their smartphone. Read the rest at eMarketer.