Feb 24 2009
iPhone Apps, boring? Only in the long run
Last month, Apple happily announced that more than 500 million applications have been downloaded for the iPhone since App Store’s inception in July last year.
However, a study by Pinch Media released a few days ago found that less than 5 per cent of iPhone users still use an application actively a month after downloading it. Only a paltry 1 per cent of total downloads are used long term. Unsurprisingly, paid applications retain users for a longer period of time than free applications, though the drop-off in usage is still pretty sharp.
As I don’t have the full copy of the study, I don’t know for sure how representative the sample size (30 million applications) is of App Store. Still, results of this study run contrary to the news we hear everyday, that independent iPhone developers are chalking up hundreds of thousands of dollars working out of their garage or basement.
I’m wondering if these developers are earning their fortunes from impulse purchases of App Store users, or did they just plain get lucky? Probably lucky, I think.
From personal experience, I would concur with the study results, as I’ve quickly grown tired of playing some of the games I buy from App Store. On the other hand, utilities are generally better worth the purchase as you tend to use them longer.
For example, I bought the application Things to keep track of deadlines and things I need to do, and have been using it regularly ever since. In contrast, I quickly grew tired of Real Soccer 2009 within two weeks of purchase, and soon started looking for new games to buy.
I find myself slowing down the pace I was playing games in order to enhance their longevity. In fact, I have stopped playing Hero of Sparta for fear of completing it too soon! It’s my favorite iPhone game right now, but if I complete it, I don’t think I’m going to play the whole game all over again. Yes, there will be a higher difficulty level unlocked, and you can retain all your weapons, but I still refrain from playing it.
As a result, I’m more picky in purchasing items from App Store these days. Some of the games are either too short or will not sustain interest long enough for me.
Thus, for those lucky developers who struck gold, their pots of gold might not be full for long if they don’t come up with updates or additional contents for their iPhone applications or games. For example, new free levels for Hero of Sparta will be greatly appreciated and might attract new purchases, too.
If not, port some of the most addictive games in gaming history to iPhone, and you are sure to retain users for the long run.
Now, can I have Diablo on my iPhone please?


