Consumers use messaging apps nearly five times more than other apps, and they are almost twice as likely to keep messaging apps (vs. other apps) on their phones, according to a recent report from Flurry.
The report was based on Flurry Analytics mobile app data collected between January 2014 and January 2015.
The researchers examined both frequency of use (the number of times apps were opened each day on average) and retention (whether users continued to launch apps after installing them).
Messaging apps’ daily use is 4.7 times higher than the average for all apps, the analysis found.
The average daily use of an app across all categories is 1.9 times per day; in comparison, messaging apps are used 8.9 times per day, on average.
Messaging app retention is 1.9 times higher one month after install than retention for the average app, and 5.6 times higher 12-months after install.
About the research: The report was based on Flurry Analytics mobile app data collected between January 2014 and January 2015.
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Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji