Marketing Digital – the Half-Life and Decay of Mobile Apps
From Flurrymobile Half-life mobile apps..February 20, 2014 | Mary Ellen Gordon, PhD
This is not about what you think it is.
App developers devote a lot of attention to the time immediately after an app is launched. How quickly is it growing? Will it go viral? How is it ranking in app stores? While that launch period is critical, managing apps well throughout their entire life-cycle means also paying special attention to what happens after an app peaks. Does it decline precipitously or manage to hold much of its audience for a long time?
If you are having an Internet marketing plan, social media marketing initiatives, sales strategies using mobile apps in your online marketing campaigns is a must.
We explore the post peak phase of the lifecycle of mobile apps using the concept of a half-life mobile apps, which for purposes of this analysis we define as the point at which an app’s monthly users (MAU) have declined to 50% of their lifetime peak.
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