Short answer
Prioritize features and content that foster ongoing engagement and deliver demonstrable value to the user, rather than solely focusing on acquisition metrics.
- Field
- Innovation & Markets
- Source
- Strathprints: The University of Strathclyde institutional repository (University of Strathclyde) (2015)
- Method
- Conceptual modelling based on literature review and qualitative interviews.
- Sample
- 21 participants (non-students)
- Evidence
- Moderate effect
High adoption rates of retail mobile apps do not guarantee long-term user retention; understanding the underlying factors that drive continued engagement is crucial for sustained success. This innovation & markets research insight is drawn from a 2015 study published in Strathprints: The University of Strathclyde institutional repository (University of Strathclyde). Using Conceptual modelling based on literature review and qualitative interviews. with 21 participants (non-students), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize features and content that foster ongoing engagement and deliver demonstrable value to the user, rather than solely focusing on acquisition metrics.
Consumer retention of retail apps hinges on perceived value and engagement, not just initial adoption.
High adoption rates of retail mobile apps do not guarantee long-term user retention; understanding the underlying factors that drive continued engagement is crucial for sustained success.
Strathprints: The University of Strathclyde institutional repository (University of Strathclyde) · 2015
Key Findings
- 01Consumer retention of mobile apps is influenced by factors beyond initial adoption.
- 02Perceived value and ongoing engagement are critical for sustained app usage.
- 03Understanding user motivations is key to designing for retention.
Application
Design takeaway
Prioritize features and content that foster ongoing engagement and deliver demonstrable value to the user, rather than solely focusing on acquisition metrics.
How to apply
Conduct user research to identify key drivers of engagement and value for your target audience, and integrate these findings into the app's feature set and user experience design.
Project actions
- 01When designing a product, think about how users will interact with it after the initial excitement wears off.
- 02Consider features that encourage repeat use and build loyalty.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Addresses a critical issue of low app retention despite high adoption.
- +Combines literature review with qualitative user insights.
Limitations
The findings are based on a specific group of non-student consumers and may not apply universally to all user segments or app types.
Reliability & validity
The qualitative nature of the interviews and the development of a conceptual model suggest moderate validity in identifying influential factors, but the sample size and lack of quantitative data limit generalizability and reliability for precise measurement.
Think critically
How might the 'anytime, anywhere' consumption trend, mentioned in the abstract, paradoxically contribute to lower app retention due to increased competition for user attention?
Design Principles
"Design for sustained value delivery and user engagement to ensure long-term product viability."
In today's competitive digital landscape, businesses investing in mobile applications must look beyond initial downloads. Designing for retention requires a deep understanding of user motivations, engagement strategies, and the perceived value proposition that keeps users returning to the app over time.
What This Means for Your Design
Just because people download an app doesn't mean they'll keep using it. Designers need to make apps that are useful and interesting over time to keep users coming back.
How to use in your project
- 1.This research can inform the justification for focusing on user retention strategies within your design project, particularly if your product aims for long-term user engagement.
Add to My Project
Quick Cite
Paragraph starter
This study by Al Nabhani and Wilson (2015) emphasizes that high initial adoption rates of mobile applications do not translate to sustained user retention. Their conceptual model, derived from qualitative interviews, suggests that perceived value and ongoing engagement are paramount for keeping users invested in retail apps over time, a critical consideration for designing products with long-term viability.
Source
Strathprints: The University of Strathclyde institutional repository (University of Strathclyde)
Factors influencing consumer retention of mobile apps : a conceptual perspective on the high-street retails
journal · 2015
View sourceQuestions About This Research
- What does the research say about consumer retention of retail apps hinges on perceived value and engagement, not just initial adoption?
- Prioritize features and content that foster ongoing engagement and deliver demonstrable value to the user, rather than solely focusing on acquisition metrics. Evidence: Strathprints: The University of Strathclyde institutional repository (University of Strathclyde) (2015).
- Why does "Consumer retention of retail apps hinges on perceived value and engagement, not just initial adoption." matter for design?
- In today's competitive digital landscape, businesses investing in mobile applications must look beyond initial downloads. Designing for retention requires a deep understanding of user motivations, engagement strategies, and the perceived value proposition that keeps users returning to the app over time.
- How can designers apply this research?
- Prioritize features and content that foster ongoing engagement and deliver demonstrable value to the user, rather than solely focusing on acquisition metrics.
- What were the main findings?
- Consumer retention of mobile apps is influenced by factors beyond initial adoption.. Perceived value and ongoing engagement are critical for sustained app usage.. Understanding user motivations is key to designing for retention.
- What research method was used?
- Conceptual modelling based on literature review and qualitative interviews. with 21 participants (non-students).
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2015 journal from Strathprints: The University of Strathclyde institutional repository (University of Strathclyde).
- What should I do differently in my next project?
- Conduct user research to identify key drivers of engagement and value for your target audience, and integrate these findings into the app's feature set and user experience design.
- What are the limitations?
- The conceptual model is based on a limited number of interviews and may not capture the full spectrum of consumer behaviour across all demographics and retail sectors.