2017 and Beyond:

Mobile App Abandonment

By 2019, 20 percent of brands will abandon their mobile apps.

Many brands are finding that the level of adoption, customer engagement and return on investment (ROI) delivered by their mobile applications are significantly less than the expectations that underpinned their app investment. New approaches are emerging that have a lower barrier to discovery and install, and offer levels of engagement that approach those of applications at a fraction of the investment, support and marketing cost. Many companies will evaluate these experiences against their under-performing applications and opt to reduce their losses by allowing their apps to expire.

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