iOS users 50% more likely to stick with apps than Android users

App retention figures show iPhone & iPad owners far more likely to use an app more than 10 times

iOS users are more than 50 percent more likely than Android users to stick with an app, according to analyst firm Localytics.

The company was looking into the important issue of app retention - a measure of the stickiness of an app, its ability to suck the user into repeated uses.

Many apps on both iOS and Android are downloaded, used once, then deleted; others merit a handful of goes before falling into disuse. Obviously developers want their wares to join the elite band of apps that occupy an honoured page on the Home screen and get fired up again and again. And this seems to be a lot more likely if you're making apps for iOS than for Android; could it be that Android fans are a fickle lot?

Localytics' research found that 24 percent of Android apps were discarded after a single go, compared with 21 percent of iOS apps; and 17 percent of Android apps got two goes, compared to 12 percent for iOS. At the other end of the scale, just 23 percent of Android apps made it into the all-important 11+ uses category, compared to 35 percent of iOS apps: that's a 52 percent higher retention rate.

(Incidentally, the overall retention rate across all apps show an improvement on last year's figures.)

Read more in Localytics' full report on the subject.

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David Price

Macworld U.K.

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