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The "Crash and Burn" Report Findings

Andrew Levy

The correlation between mobile app crashes and increasing churn rates (or declining user retention) has long been suspected. In the report, titled Crash and Churn, Apteligent set out to understand the impact of per user crash rate on churn, using both approaches to the definition of churn. Whereas an app's crash rate is the total number of crashes divided by number of app loads, the analysis employed a per user crash rate to allow us to consider the segments of the population experiencing that issue.

The report contains many key takeaways for digital marketers, product managers, and mobile development teams:

Crashes can increase churn by as much as 534 percent

This represents a six-times increase from your "average" churn rate. The report found a more accurate depiction of crash and churn relation when viewed through Android devices over IOS. IOS displays a lower churn rate compared to Android, but, due to the platform design, users cannot send a crash report until the next time a user opens the app. And, in some cases, the user could use the app, the app crashes and that user may never go back to that app again so, that crash won't be counted as a churn cause.

Crashes have a significant impact on next day app opens by as much as 8x the normal rate

The report calculates how likely a user would be to return the day following a crash taking into consideration that 1.8 percent of users don't return to an app the next day even after a crash-free experience. As the per user crash rate approaches 100 percent, the churn rate increases to almost 15 percent. Again, IOS limitations led us to believe that Android had more accurate data.

Less engaged users, or users with lower app opens per day, tend to churn at higher rates based on crashes

The fewer apps a user engages with, the more sensitive they are to crashes, increasing their churn rate. The report notes that as crashes per day increase, we see a steady stream of churning users, especially those that load an app ten times or fewer per day. Perhaps one of the most interesting behaviors discovered was that the inverse of this is true as well. The more a user uses an app, the more resilient they become with crashes.

The impact of crashes on churn also varies by app store category

Shopping and finance apps, the most revenue-critical, were particularly vulnerable to crashes causing increased churn rates, while games and travel were much more resilient. While the data proves the aforementioned to be true, we cannot prove why users of games and travel are more forgiving of app crashes. We can only speculate that games and travel apps crashing may not be be enough to sway users away from addictive games or travel necessities, regardless of frustration with the experience.

For app owners, the report underscores the immediate return on investment that comes with applying the right resources to app performance. There are immediate and medium term revenue losses associated with churning app users and customers. In addition, the cost of acquiring new users is much higher than those associated with retaining existing users.

In 2017, the organizations who win on mobile will be those that select vendors applying proven data science techniques to big data collection. Data, without insights, is noise.

Andrew Levy is Co-Founder and Chief Strategy Officer of Apteligent.

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The "Crash and Burn" Report Findings

Andrew Levy

The correlation between mobile app crashes and increasing churn rates (or declining user retention) has long been suspected. In the report, titled Crash and Churn, Apteligent set out to understand the impact of per user crash rate on churn, using both approaches to the definition of churn. Whereas an app's crash rate is the total number of crashes divided by number of app loads, the analysis employed a per user crash rate to allow us to consider the segments of the population experiencing that issue.

The report contains many key takeaways for digital marketers, product managers, and mobile development teams:

Crashes can increase churn by as much as 534 percent

This represents a six-times increase from your "average" churn rate. The report found a more accurate depiction of crash and churn relation when viewed through Android devices over IOS. IOS displays a lower churn rate compared to Android, but, due to the platform design, users cannot send a crash report until the next time a user opens the app. And, in some cases, the user could use the app, the app crashes and that user may never go back to that app again so, that crash won't be counted as a churn cause.

Crashes have a significant impact on next day app opens by as much as 8x the normal rate

The report calculates how likely a user would be to return the day following a crash taking into consideration that 1.8 percent of users don't return to an app the next day even after a crash-free experience. As the per user crash rate approaches 100 percent, the churn rate increases to almost 15 percent. Again, IOS limitations led us to believe that Android had more accurate data.

Less engaged users, or users with lower app opens per day, tend to churn at higher rates based on crashes

The fewer apps a user engages with, the more sensitive they are to crashes, increasing their churn rate. The report notes that as crashes per day increase, we see a steady stream of churning users, especially those that load an app ten times or fewer per day. Perhaps one of the most interesting behaviors discovered was that the inverse of this is true as well. The more a user uses an app, the more resilient they become with crashes.

The impact of crashes on churn also varies by app store category

Shopping and finance apps, the most revenue-critical, were particularly vulnerable to crashes causing increased churn rates, while games and travel were much more resilient. While the data proves the aforementioned to be true, we cannot prove why users of games and travel are more forgiving of app crashes. We can only speculate that games and travel apps crashing may not be be enough to sway users away from addictive games or travel necessities, regardless of frustration with the experience.

For app owners, the report underscores the immediate return on investment that comes with applying the right resources to app performance. There are immediate and medium term revenue losses associated with churning app users and customers. In addition, the cost of acquiring new users is much higher than those associated with retaining existing users.

In 2017, the organizations who win on mobile will be those that select vendors applying proven data science techniques to big data collection. Data, without insights, is noise.

Andrew Levy is Co-Founder and Chief Strategy Officer of Apteligent.

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A large majority (79%) believe the current service desk model will be unrecognizable within three years, and nearly as many (77%) say new technologies will render it redundant by 2027, according to The Death (and Rebirth) of the Service Desk, a report from Nexthink ...

Open source dominance continues in observability, according to the Observability Survey from Grafana Labs.  A remarkable 75% of respondents are now using open source licensing for observability, with 70% reporting that their organizations use both Prometheus and OpenTelemetry in some capacity. Half of all organizations increased their investments in both technologies for the second year in a row ...

Significant improvements in operational resilience, more effective use of automation and faster time to market are driving optimism about IT spending in 2025, with a majority of leaders expecting their budgets to increase year-over-year, according to the 2025 State of Digital Operations Report from PagerDuty ...

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Are they simply number crunchers confined to back-office support, or are they the strategic influencers shaping the future of your enterprise? The reality is that data analysts are far more the latter. In fact, 94% of analysts agree their role is pivotal to making high-level business decisions, proving that they are becoming indispensable partners in shaping strategy ...

Today's enterprises exist in rapidly growing, complex IT landscapes that can inadvertently create silos and lead to the accumulation of disparate tools. To successfully manage such growth, these organizations must realize the requisite shift in corporate culture and workflow management needed to build trust in new technologies. This is particularly true in cases where enterprises are turning to automation and autonomic IT to offload the burden from IT professionals. This interplay between technology and culture is crucial in guiding teams using AIOps and observability solutions to proactively manage operations and transition toward a machine-driven IT ecosystem ...

Gartner identified the top data and analytics (D&A) trends for 2025 that are driving the emergence of a wide range of challenges, including organizational and human issues ...

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