Is Your App Actually Used?
A recent study found that usage of most apps rapidly declines with time. 77% of consumers will stop using your app after 72 hours. It get’s worse. After 1 month, 90% of users will not touch your app. And after three months, 95%.
As retailers consider an app strategy, they should ask themselves if shoppers will actually continue to use their app on a regular basis (or at all for that matter).
Of course there are plenty of scenarios where having an app does make sense. Behemoth brands like Amazon, eBay, and Groupon can count on sheer volume. Community-based brands like Wanelo have an addictive social element that gets people to return to their app. And fast fashion retailers like Forever 21 have a rapidly changing inventory and a loyal following that bring app users back so they can stay up on trends.
Unless your eCommerce site sits in one of these buckets, you should consider whether it’s worthwhile to invest the time, effort and money in an app that most likely won’t be used in just a few days or whether it makes more sense to focus on going beyond just being responsive for your browser based mobile site.