Mobile marketers have less than six days to re-engage users before they uninstall an app

Mobile measurement company Adjust, has released new findings on the user lifecycle of any given app. The study shows the rate at which users uninstall and reinstall apps, revealing that mobile marketers have under six days after the last app open to re-engage before users hit delete and that, 34% of users who uninstall an app are willing to redownload it further down the line.

  • The average user waits just under six days between their last app open and uninstalling.
  • Entertainment and lifestyle apps are especially quickly discarded, their users on average uninstalling apps between half a day and a day.
  • E-commerce and travel apps, on the other hand, have a much longer lifespan and are typically deleted 10 to 11 days after a user’s last session.
  • Games, Social and Publications have the highest rate of reinstalls, all around the 40% mark.

Why uninstall and reinstall tracking matters
Without lifecycle tracking, it’s impossible to get the full picture of user behavior. So while churn is an unavoidable part of apps, understanding when and why users uninstall is key to successful retargeting. And it’s worth getting it right: Adjust found that retargeted users generally stick around longer, show 150% higher engagement rate and generate 37% more revenue than new users.

Without uninstall and reinstall data, mobile marketers can’t retrace when users drop off, improve retargeting campaigns, or evaluate partners properly. Before, when a user re-installed an app, it appeared either as a session, reattribution or a new install – which gives an inaccurate view of the user journey, compromises data sets, and eats into marketers’ budget.

Paul H. Müller, Co-Founder and CTO at Adjust