Maybe you can think of a better explanation for the abysmal app install conversion and activation…
Eric Elliott
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Why Native Apps are a Gamble
60% of apps in the Google Play app store have never been downloaded.
The average user downloads less than 3 apps per month. Half of US smartphone users download zero apps per month.
Mobile users spend most of their time in apps, but 94% of app revenue comes from 1% of publishers, and users spend 80% of their time using just 5 apps.
80% of users who download an app fail to become active users.

Getting users to install your ACME Inc app is just super tough, and getting them to use it is even tougher. Regardless whether it’s a mobile app or a PWA, you’re going to have a difficult time converting users. You haven’t convinced me that it’s any easier as a PWA. Sure, it might be less friction to get a user to try the ACME Inc PWA the first time, but habituating them to use it is an entirely different story. They’d have to type the url or find the bookmark several times before they’re even prompted for the homescreen icon. Once it’s a homescreen icon, then you’ll probably find that usage is about the same as a native app… seldom. That’s even more of an uphill battle IMO, and I’d guess the conversion rate would be even worse overall. As bad as the conversion rate is for native apps, once you’ve convinced them to install, the install process is pretty simple. The next hurdle is to get them to habituate, but at least you’re on their device (half the battle), can distinguish yourself with a flashy icon, tempt them with a compelling notification, etc. I could be wrong, but I don’t think you can say the same for PWA. I’m not totally up on the notification API for web, but it looks like you’d use the Push API which requires an “active service worker” and doesn’t appear to have great browser support at the moment forPushEvent.data,PushMessageData.

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