The Future of Mobile Apps: Retention, Technology, and the Power of Sharing

The Future of Mobile Apps: Retention, Technology, and the Power of Sharing

In the fast-paced world of mobile apps, it's no surprise that user retention is a major challenge. According to recent data from Quettra, the average app loses 77% of its Daily Active Users (DAUs) within the first 3 days after installation. Within 30 days, that number jumps to 90%, and within 90 days, it's a staggering 95%. These numbers highlight the importance of activating users within the first 3-7 days, rather than relying on spam-like notifications.

So, how can app developers improve retention and keep users engaged? It all starts with the onboarding flow and how the product is described. Users need to find the app immediately useful and continue using it repeatedly in the first week. The drop-off happens at about the same speed as average apps, but the key is to bend the retention curve through activation, not notification spam.

Sending a barrage of spammy email notifications with subject lines like "We Miss You" is unlikely to have a significant impact. Instead, developers should focus on targeting the first few days of usage, particularly the first visit. By creating an onboarding flow that guides users through the app's features and highlights its value, developers can increase the chances of user activation and long-term engagement.

But user retention is just one piece of the puzzle. To truly understand the future of technology and its impact on our lives, we must delve deeper into the 12 technological forces that will shape our future, as outlined by Kevin Kelly in his book "The Inevitable: Understanding the 12 Technological Forces That Will Shape Our Future."

Kelly's book is full of gems, offering insights into how technology is evolving and how it will continue to shape our world. One key concept he explores is the idea that when something becomes free and ubiquitous, its position in the economic equation suddenly inverts. Banning the inevitable, such as the prohibition of certain technologies, is often temporary and counterproductive. Instead, embracing technology with open eyes and a vigilant mindset leads to better outcomes.

Kelly identifies 12 forces that are driving technological advancements: Becoming, Cognifying, Flowing, Screening, Accessing, Sharing, Filtering, Remixing, Interacting, Tracking, Questioning, and Beginning. These forces highlight the transformative power of technology and how it impacts every aspect of our lives, from communication to entertainment to education.

One of the key insights from Kelly's book is the concept of Protopia – a state of becoming, rather than a destination. In the protopian mode, things are better today than they were yesterday, albeit only slightly. This idea aligns with the Red Queen Effect, which suggests that in a rapidly changing world, we must constantly adapt and improve just to stay in the game.

In the realm of information and knowledge, Kelly envisions a future where every document is a footnote to another document, and computers make the links between them visible and permanent. This interconnectedness reflects Socrates's famous quote, "I know that I know nothing." We are constantly learning from others and building upon existing knowledge, creating a web of interconnected ideas.

As technology continues to advance, we are transitioning into the third age of computation. Pages and browsers are no longer the primary focus. Instead, flows and streams take center stage. We tag, like, and favorite moments in the streams, shaping our digital experiences in real-time.

The shift from copies being valuable to the value of things that can't be copied is another important aspect discussed by Kelly. When copies are abundant, they become worthless, but things that can't be copied, such as trust and generative qualities, become scarce and valuable. This shift in value highlights the importance of providing unique experiences and services that can't be easily replicated.

Another fascinating concept explored by Kelly is the idea of social reading. With screens and digital platforms, we can now share not just the titles of books we are reading, but also our reactions and notes as we read them. We can subscribe to the marginalia feed of someone we respect, gaining insights and perspectives that enhance our own reading experience.

Looking ahead, Kelly predicts a future where scholars and fans, aided by computational algorithms, will weave together the books of the world into a single networked literature. Readers will be able to generate social graphs of ideas, timelines of concepts, and networked maps of influence for any notion in the library. This interconnectedness will revolutionize the way we consume and interact with knowledge.

In this future landscape, the role of curators becomes crucial. These intermediaries, often referred to as "curators" today, shape the cloud of creativity that emerges from the crowd. They help connect creators with their audience, adding value and relevance to the content.

Ultimately, the companies that thrive in this new era will be the ones that harness the power of sharing in innovative ways. Sharing is not just about spreading information; it's about creating new possibilities and connections. The sharing economy is just the beginning, as we have yet to fully explore the potential of sharing in all its forms.

As we navigate this information-rich world, attention becomes the most valuable currency. With an abundance of information, attention becomes scarce. Wherever attention flows, money will follow. Therefore, it's essential to capture and engage the attention of users, providing value in a way that stands out amidst the noise.

Based on these insights, here are three actionable pieces of advice for app developers and entrepreneurs:

• 1. Focus on onboarding and activation: Don't rely on spam-like notifications to retain users. Instead, invest in creating a seamless onboarding flow that guides users through the app's features and highlights its value. Activate users within the critical first 3-7 days to increase retention.

• 2. Embrace the power of sharing: Explore new ways to leverage the sharing economy and connect users through shared experiences. Think beyond traditional models and find innovative ways to create value through sharing.

• 3. Capture attention with unique experiences: In a world saturated with information, attention becomes scarce. To stand out, offer experiences and services that can't be easily replicated. Provide value that goes beyond the basic functionality of your app, and engage users in meaningful ways.

In conclusion, the future of mobile apps lies in understanding user retention, embracing technological forces, and harnessing the power of sharing. By focusing on activation, staying ahead of technological advancements, and creating unique experiences, app developers can thrive in a rapidly evolving landscape. The key is to adapt, innovate, and always strive to provide value in a world where attention is the most valuable currency.