Majority of mobile apps fail. They languish out there in the app stores and in the worldwide web – unheard of, unused and unloved. Even if a mobile app is discovered and downloaded, 77% of users never use an app again 72 hours after installing. Time spent on apps is also low with 34.1% of mobile app engagements lasting less than one minute. The mobile app industry metrics, however, show that time spent in apps is soaring, up 69% over last year. But that only tells half the story: overall app usage has grown a modest 11% and driven largely by social networking apps (which are dominated by big, deep-pocketed brands). The big brands also dominate the list of 2016’s top apps.
