The stickiness of applications has reached an all-time-high due to better retention and engagement, according to a study by Localytics.

Localytics defines app stickiness as the average of the percentage of how many frequent users an app has and the percentage of users who return within three months after first access. This number underwent a dramatic increase since December, reaching a peak of 26 percent. 

?Apps continue to play a bigger and bigger role in our daily lives, we?ve seen this in the measurement of app launches and other engagement metrics," said Raj Aggarwal, CEO of Localytics, Boston. "With nearly one-third of users returning to apps 11 or more times per month, app engagement is at an all-time high and is likely to only continue increasing.? 

?As the role of apps increases, companies should continue to invest in them as a primary customer engagement tool," He said. "However, it is important that those same companies also focus on retention strategies like predictive app marketing and personalized push messaging, which improve app user retention across all verticals by offering content that is specifically designed for an individual app user. 

"Having insight into why users are leaving your app, and knowing how to bring them back, is an invaluable capability for companies to have.?

Creating engaging content for consumers is still the most important aspect of developing an app and greater developments in this field of marketing are creating more usage of brand-developed apps. 

Another important factor Localytics has noticed is that the average of launches per month has also greatly increased to more than 11 per month. Lifestyle and travel is the first and only vertical to surpass media and entertainment in this category. 

Entertainment and media has been the leader in all categories and is still the top performing in app stickiness, even increasing by six percentage points since the fourth quarter in 2014. However, retail and ecommerce saw a significant decline. 

Power users are defined as users who access a particular app in more than 10 sessions a month. Loyal users are classified as users that return to app within three months of the first session. 

In terms of developing apps, it is important for brands to create content that will draw in and make the consumer want to engage, not just material that requires consumers to engage. 

Localytics suggests that developers of apps should take note of data from loyal users compared to churned users, which are those who have left the app, pinpoint the differences between the two groups and respond accordingly. It is important to comprehend why users are leaving these apps and what a brand can do to offset these reasons to bring them back as well as attract new users.

An example of app success is Major League Baseball?s official mobile app, MLB At Bat, which reached 5 million downloads before the season?s first pitch was thrown, a record for the eight-year-old platform and pointing to mobile?s ability to enhance the consumption of sports events (see more).

Also, a report from Strategy Analytics coincides with Localytics research showing the success of travel apps. The study revealed that users of TripAdvisor are three times more likely to have other travel mobile applications, such as those for airlines, downloaded on their mobile devices, suggesting that TripAdvisor is a gateway brand that other travel marketers can leverage to reach more engaged consumers (see more).

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