According to a new Opensignal report, app retention rates are nearly 50 per cent lower for users who have seen consistently poor connectivity, undermining the mobile app business.
“Almost all apps are monetized either through in-app purchases or ads, and both business models require people to continue using the app,” the report reads.
But with poor mobile connectivity, users spend 20 per cent less time on apps and with poor Wi-Fi, it’s an even greater – 38 per cent less time.
Accordingly, video players, lifestyle and navigation apps tend to see the largest drops in app session length, the report shows.
App developers and publishers should look to improve users’ experience during time spent with poor connectivity so that they can boost ad, in-app and subscription revenue, the report says.