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User retention, not sheer download numbers, will become mobile app developers’ top priority this year, especially in developed markets, as user-acquisition costs soar, markets reach saturation point, and app stores reward quality over sheer installs.


  • User acquisition costs are soaring and retention rates declining, making it less and less economical to waste app-install dollars on "poor-quality users" ” – i.e. users who are likely to churn soon after downloading an app.

Features and Benefits

  • Find out what the top priorities will be for mobile app developers in 2016
  • Find out what developers and marketing firms must do to adapt to changing market circumstances

Key questions answered

  • What will be the top priorities facing mobile app developers in 2016?
  • What must developers and marketing firms do to adapt to changing market circumstances?

Table of contents


  • In brief
  • Ovum view
  • Key messages
  • Recommendations

Mounting UA costs make retention the top priority

  • Costs are soaring…
  • …yet retention is dropping
  • New mantra

App store tweaks reduce the impact of paid UA

  • Apple prioritizes curation
  • Google’s app invites

App previews will impact on downloads

  • Online app streaming
  • Rewarded video ads

Download rates hit saturation point

  • Mature penetration, late-adopter effect
  • Ovum’s forecast


  • Author

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