Smartphone Apps Install Declining Amongst 50% Americans

Smartphone apps reaching their peak

It is no wonder that smartphone apps drive the digital world. Smartphone apps are the main force behind digital engagement and these apps make a phone a smart device. Now there is an increasing belief in the air that smartphone apps are about to reach their peak.

America is a major market of smartphone users. As per a report the American app market is getting jam-packed. More than 49% people are reported to abscond from installing any app in a month. Only 24% of the Americans are said to install one or two apps in a given calendar month. The average number of apps installed by active users come to 3.5 apps per month.

Even though the top number of installs is actually very high. Nearly 13% of the smartphone owners are believed to install more than 5-6 apps per month. People also download as many as 8 apps every month. Such people are responsible for more than half of the download and install activities in a month.

Who are the ones installing apps?

Now the next big question is who are the ones who install apps. Only by getting to understand the audience here we can comment further on our course of action. It is likely that males aged between 18-44 are the ones who install more than 5 apps a month. Most of the males live in cities like Houston, Miami, Los Angeles and San Francisco. Miami is not a tech savvy city when compared to others. Tech centric cities on the other hand have users who want the latest game or app. This is where the market lies. USA, otherwise has lost out on a huge number of users who install smartphone apps. The ultimate users have been great loyalists towards the best games apparently.

Current scenario of installed apps

People have reached a point where they have the best and most useful apps for any given category. Now, users do not want to install any further new apps. Even if a new smartphone app is downloaded it is just for experimental purposes. Such apps are pushed into folders and then forgotten about. Once an app is subsided to a folder it is likely that it will be able to give notifications. An app which loses out on push notification goes through a harder time getting found.

If a developer wants to breakthrough barriers then he must come up with a great idea. Traditional as well as digital marketing means also help in getting a great throughput. The app distribution network should also be excellent enough to help the app survive.

The importance of the home screen

Well, who ever has a little knowledge of real estate would definitely understand its importance. Now how does real estate come into play here? Consider the home screen of a user to be his property. Now a user would want great returns with his property. It is very much obvious for an investor to put his cards on the best possible sources of return. Even when it comes to mobile’s home screen the user would apply the above policy. A user would only want to keep apps which provide great utility to him/her.

A developer one must try getting in a pre-launch test of the app. Getting a test before the actual launch helps in generating a huge amount of installs right away. People would only want to keep apps on their home screens which help them. The ones who download a lot keep the apps into separate folders which reduce push notification functionality. The size of the screens has increased steadily but that has not removed restrictions on the number of apps which can be placed.

Time spent on apps on the home screen

More than two-thirds of all digital time is spent by a user on a mobile device. Two-thirds of digital time sums up to a lot. It is said that almost 45% of the digital time spent by a user is on his/her number 1 app. Almost 75% of the time is spent on top 3 apps as considered by a user. It clearly means that a user doesn’t spare much time on other apps. The level of satiety and utility is completely derived from the top 3 apps on a user’s phone. A user then decreases the chances of installing furthermore apps.

New apps always find a hard time penetrating an already established app ecosystem. Facebook, Whatsapp and Google are generally amongst the top apps used. People’s most used smartphone app generally finds its way on the home screen. 70% users keep their most used app on the home screen. There is an increase of 7% users keeping their favourite apps on the home screen annually.

Finding the right app still requires fuel

The problem of proper app discovery keeps on creeping in on a recurring basis. Lack of app discovery means low app install rates.

App-Store directly is a one of the best ways to find an app. Word of mouth and marketing campaigns come as the next best ways. Around 29% people found an app directly on the App Store. More than 25% users found smartphone apps through word of mouth and marketing campaigns resulted in nearly 19.5% installs.

Pull marketing has become a term of history as marketing now has started relying on ‘push’ methods. App Store is important but its not growing in importance. Being important and growing in importance has a major difference. Most of the users these days are finding apps through social media, websites, blogs, references and even some of the traditional marketing methods. Traditional marketing in a digital world is also highlighting the fact that you cannot rule out all the good old means just because your content and work is digital. There is an increasing need of traditional marketing methods to acquire users.


Smartphone apps need installations so as to sustain the business. The market has reached its peak and has become somewhat stagnant. A typical app will not do the trick neither similar resorts of marketing would help. As a developer one must be able to carve out the niche and create an app as well as marketing campaign which has all elements of utility and growth.



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