Install or Reinstall? 42% of Mobile App Installs Are Actually Reinstalls (And In Some Categories, It’s 75%)

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Install or Reinstall? 42% of Mobile App Installs Are Actually Reinstalls (And In Some Categories, It’s 75%)

Today TUNE is launching new technology to help mobile marketers understand one of the hidden secrets in the mobile app install ecosystem: a massive fraction of app installs are actually reinstalls. Those new downloads in your marketing dashboard? Many of them are actually re-downloads.

We’ve been testing and studying this phenomenon for six months while in development.

Here’s what we’re seeing:

  • in some app categories, reinstall percentages are as high as 75%
  • 98% of smartphone owners have reinstalled an app
  • search drives 65% of all app reinstall behavior
  • games are reinstalled 55% more frequently than non-game apps
  • large brands own 70% of the most-reinstalled apps on the iOS App Store

Get the full story in my post on TUNE’s blog …


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