Urban Airship's Mobile App Retention Study for Key Industry Verticals Finds a Major Reason New Users Churn is Not Receiving Push Notifications - Seite 3

The balance of app publishers' attention must shift from user acquisition to retention 
The zero-send issue, where apps ignore new users raising their hands for communication and as a result see the lowest retention rates nearly without exception, is a clear sign that apps are more focused on user acquisition than user engagement and retention. As it stands now, overall results show marketers lose 95 percent of new users within 90 days when they fail to message those who have opted in. Considering the high cost of mobile app user acquisition, as well as the loss of future potential customer value, this "APPathy" becomes expensive and unsustainable very quickly.

Even at a daily+ messaging frequency, retail apps see 50 percent of new iOS users churn 90-days after first app open, while for Android it's 62 percent of new users. Marketers now have a solution to help identify users that are at risk of churning with Urban Airship's Predictive Churn Analytics. Based on a proprietary machine-learning model, Predictive Churn Analytics analyzes user patterns for each app and classifies users into three risk profiles-Low, Medium and High-making it easy to take action in Urban Airship or any other business system.

"Our data study findings clearly show that many apps are missing out on the single biggest opportunity to improve user retention by not messaging users that have opted in, which is incredibly easy to address," said Erin Hintz, CMO, Urban Airship. "Once the basics are tackled, apps can zero in on customer-centric engagement strategies that produce optimal messaging frequencies for their industry to multiply retention rates. In addition, new machine-learning predictive capabilities can identify users at risk of churning while there's still time to drive preemptive action."

"Most consumers today start their shopping journey on a mobile device while most purchases still happen in-store," said Marissa Tarleton, chief marketing officer, RetailMeNot, Inc. "Mobile push is an opportunity to reach the right shoppers, at the right time, in the right place, with the right content. Growth opportunities via mobile push are centered on the importance of affinity targeting, contextual relevance and personalization efforts. By focusing on these three things, we have more engaged users, which are the most valuable to our business."