Mobile apps are increasingly popular during everyday activities. The two most popular app stores, Google Play and Apple’s App Store, have 2.8 and 2.2 million available apps respectively. With the large volume of apps available for consumers, marketers started to focus on mobile app retention other than acquisition. In 2016, about 23 of users abandoned an app after a single use, 27 percent users stopped using an app after two to five times, and 38 percent used the app more than 11 times before stop using the app. Gmail, Google Play services, Google Maps, YouTube and Google are the most popular Android apps worldwide, while Facebook, YouTube, Instagram and Skype for iPhone were the apps with the highest reach among global mobile iOS users.
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