A new report from Adobe has both good news and bad news for the mobile development industry. First the good news: according to the Mobile Benchmark Report 2015, 51 percent more app usage sessions were launched in the second quarter of 2015 than during the same quarter the previous year. Among those usage sessions, 82 percent were from smartphones, while 17 percent were from tablets. In addition, the average app saw installs increase by 5 percent.
The bad news was that the first five to six months after installation represents 50 percent of an app’s life span. “Apps lose their holding power over time, either due to fatigue or a better mousetrap,” the report said. “Refresh cycles, personalization, value added content and new features must be considered on rather short time frames. Acquisition activities and campaigns can never let up.”