Messaging app usage, retention rates dwarf all other apps
New research from Yahoo's Flurry suggests that messaging apps are used 4.7 times more frequently each day than the combined average of all other mobile apps, and users also reportedly keep messaging apps on their devices for longer periods of time.
If you’re still confused about why Facebook acquired WhatsApp for $19 billion last year and reportedly tried to acquire Snapchat for another obscene sum a few months before that, consider this: Messaging apps are used at least four times more frequently each day than the average of all other mobile apps, according to new research from Yahoo’s Flurry.
The mobile analytics firm concluded that daily use of messaging apps is 4.7 times greater than other apps. More specifically, messaging apps are used an average of 8.9 times per day, while the average for all other apps is 1.9 times a day, according to Flurry. The company’s research covered 12 months, starting in January 2014.
The disparity in app retention between messaging apps and other software is even greater, particularly as time passes. The average retention rate for messaging apps is 1.9 times greater than the average for all apps following the first month after download, and it increases to a rate of 5.6 times greater after a full year, Flurry says.
Sixty-eight percent of messaging apps are retained after the first month, compared to an average of 36 percent for all other apps. After a full year of use, 62 percent of messaging apps are retained, compared to an average of just 11 percent for all other apps, according to Flurry.
Matt Kapko has been writing about technology since before the dawn of the iPhone, and covering media well before it was social. Matt lives with his wife in a nearly century-old craftsman in Long Beach, Calif. He can be reached on Twitter: @mattkapko or by email: email@example.com.