Nearly 1 in 4 people abandon mobile apps after only one use

Apple’s iTunes App Store is home to over 1.5 million apps and Google Play hosts over 2 million, but the number of apps that actually get installed and used on consumers’ devices is still quite small. We already knew that people only interacted with a small handful of third-party apps on a regular basis, and now, according to a new study on mobile app usage, we learn that about one in four mobile users only use an app once.

Based on data from analytics firm Localytics, and its user base of 37,000 applications, user retention has seen a slight increase year-over-year from 34 percent in 2015 to 38 percent in 2016.

However, just because this figure has recovered a bit, that doesn’t mean the numbers are good. Instead, what this indicates is that 62 percent of users will use an app less than 11 times.

Says the report, “this is not a sustainable business model.”