These days everyone is going mobile. Everyone is no longer trying to figure out what they need to concentrate on. It is clear that we need to focus on mobile apps. But because everyone seems to have figure that out, it has created another problem: there are too many darn good apps out there.
Some of you may wonder how is that a new problem. Well, actually it is a major problem because all these good apps are fighting for the attention of basically the same people. And unlike the number of apps, which is infinitely growing, the amount of hours that a person has in the day is always the same: 24. In other words, the amount of good apps is making it hard for someone to keep focused on 1 good app. So users are being constantly distracted, and good apps, even after they get their users, are being forgotten.
This article does a very good job at painting the reality that marketers are now facing. Retention rates are dropping. And they are dropping FAST! In May 2013, the average 7 day retention rate was 23%, while in May 2014, the rate had dropped to 10%. That means that if I get 1,000 users today (Sunday), next Sunday I will have only 100 left. That is sad.
While marketers are getting better and better and getting users, they are having a harder and harder time to keep them. These days, the name of the game is mobile. And if you want to win that game, you better figure out how to keep those users that you fought so hard to get.