A study from mobile analytics start-up Flurry shows that despite the racked up by the App Store since its launch, iPhone apps have a relatively short shelf life.
The research shows that 67 per cent of apps are used more than 30 days after they are downloaded, 32 per cent are activated more than 60 days after they are downloaded and just 25 per cent of apps are used more than 90 days after they are first downloaded.
Unsurprisingly, news-based apps have the highest retention rate (43 per cent) over a 90-day period due to the fact that they are constantly updated with information, providing almost infinite value to the user.
At the other end of the scale, entertainment-based apps, such as the iFart, IQ Test and iPhone Lighter, have the lowest retention rate (12 per cent) with few consumers using them more than a handful of times over a 90-day period.
It is unclear which apps Flurry is tracking and whether or not they provide an accurate picture of the wider mobile app industry. However, the research could force brands to think twice about investing in apps for brand-building purposes.
Click for the full research
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