The application analytics system AppMetrica and the mobile advertising agency Unilead conducted a study of the specifics of mobile application consumption.

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The sample in the study is based on AppMetrica data for the second quarter of 2017. It includes one million smartphones and tablets connected to the network, evenly representing the audience of mobile applications. Experts considered the indicators of more than 2100 applications with a daily audience of more than a thousand people.

Technical part

- In the case of iOS, users almost immediately switch to the new version, and Android owners are more conservative and remain faithful to the familiar version of the OS. This is due to the fact that manufacturers no longer release OS updates for a particular model, and the Android version is changed already with the device itself.

- The share of Android-tablets is much larger, which is explained by the large choice of models on the market at affordable prices.

- Basically, smartphone users connect through mobile operators' networks, while tablets and fablets often use a Wi-Fi connection, as they are more "home" devices.

Retention

- The return of users to iOS remains higher than on Android, throughout the period of R1-R30. This may be due to the large number of applications consumed by Android users, so the interest in each application is falling.

- Retention of users entering applications via mobile Internet is slightly higher than that of users with Wi-Fi. Since modern mobile tariffs provide enough traffic, it is more convenient for people to go into applications without searching for a good Wi-Fi network.

- Tops of categories with maximum returnability (on the thirtieth day) also differ: iOS is dominated by information applications (for example, "Education", "Business"), while Android applications are popular satellite (for example, "Sport", "Music"), .