Serving Mobile Addicts

flurryLast week I highlighted how, with in-app purchases, 1.14% of paying customers generate 30% of the sales. This links in well with a recent report by Flurry on Mobile Addicts. These are super users that use apps between 16 and 60 times daily. Flurry has worked out that this class of user has grown by 34% over the last year…

flurrymobileaddicts

This group of users isn’t necessarily that small. Flurry says…

“If the number of Mobile Addicts there were in 2014 had been the population of a country, such country would have been the 8th largest in the world last year, slightly below Nigeria. In 2015, the growth of the Mobile Addicts population would have propelled that country to the 4th spot, just below the United States”

Here’s what these people are actually doing…

flurryappusage
What does this mean for 3rd party developers? First, I think it vindicates the use of ‘Messaging & Social’ if it works within your kind of app. It also shows that there’s plenty of opportunity in ‘Utilities & Productivity’.

As well as thinking about short term retention, think about longer term users. Try to design your app to also help your best and longest users. How? For example, let them save things, let them see what they have done in the past, allow searching when data gets larger, allow old or unwanted data to be purged to save space. Reward your longer term users with things like larger quotas or extra features. Over time, migrate their existing data as the app gets updated. Allow them to backup data so they can use the app when they upgrade their smartphone. Think longer term.