The app with the base more loyal users? Those of health and wellbeing

The market analyst firm Flurry, specialized in the mobile app industry, has decided to update the App Loyalty Matrix tool for the first time after 2012, to better understand the involvement of users in each category of app. The decision starts from a simple observation: in 2012, taken together, Google Play and the App Store, you could count about 1.4 million app, now grown to more than 3 million, and offering the public an even wider choice than as there was before.

The study conducted by Flurry crosses two parameters: the frequency with which the app is used and how long continue to be used over time. As regards the Flurry categories has first taken into account those defined by Apple and Google in the respective store and in the event that a set of applications within a category of use showed significant differences, was represented by a sub-category.

The first quadrant of the matrix includes those app categories that are used more frequently and for which consumers show a certain degree of attachment over time. This is the app that have a base of users who find value in using the app during daily life. Fairly predictably fall into this quadrant apps weather forecast and finance, since users consult several times a day this app to stay up to date on weather conditions and stock quotes. for the first time Flurry has found that even the app Health & Fitness, both iOS both Android, fall within or near the first quadrant.

The second quadrant instead collects those apps that are used in an intense but for finite periods of time. Many subcategories of gaming apps fall into this quadrant, as well as many app for personal productivity. Within the third quadrant are rather those apps that have a high turnover rate of users and a low frequency of use: a large majority of apps in circulation falls in this quadrant, since the public is much more inclined than before to download the app and give it a chance. The fourth quadrant, finally, comprises those apps that have a low usage frequency but a base of well-loyal users. Both iOS and for Android, the category News and Magazines falls in this quadrant.

With the continued diversification of the app and the exponential growth of smartphone usage, in terms of time spent interacting with it, the ecosystem of apps is a very competitive and crowded environment: a scenario that puts developers in a position of having to focus on creating a product that captures the user's attention and maintain their interest for a long time so he can win market share.