Trends on Tuesday: Retaining Your Mobile Audience Is Critical (and Difficult!) From Day 1
Google Product Director and author, Luke Wroblewski, wrote a piece about how perfecting your Day 1 experience for users is critical because retention after that point is incredibly difficult.
Wroblewski said that 25% of native mobile apps are abandoned after their first use and that the number of active users drops 77% in the first three days after installation.
To combat that drop off, he suggested focusing on your onboarding and the user’s first experience with the app through things like gradual sign-ups, since many people will turn off completely when they hit that wall.
This steep climb and the difficulty to retain customers are core reasons I predicted that apps would lose some steam as mobile-optimized websites get better in my government tech and mobile trends for 2016.