Social media and messaging app companies love to brag about how many users they have, but just as important is how many are repeat customers. And surprisingly, some big names don’t have very impressive retention rates, according to a report from the tech news site The Information.
While Facebook, Blackberry Messenger (surprise, surprise) and WhatsApp, which is owned by Facebook, showed strong highest retention rates for users, Snapchat, Tumblr, Vine and Twitter all showed less than stellar performance when it came to keeping users’ attention, according to the report.
The Information article used data on 19 popular social apps collected from the mobile intelligence company Quettra, which has its code installed on 75 million Android mobile phones worldwide. The data is revealing.
According to Quettra’s data, of the 52 million Facebook users it tracked, 98 percent are still using the social company’s app 90 days after they install it.
In comparison, of the 19.4 million Twitter users the company tracks, only 31 percent are still using the apps after the same time period.Yahoo’s Tumblr also showed weak retention rates. About 14 percent of the 1.4 million users tracked were still using the app after they had installed it, according to the data.
Check out how Instagram and other popular social apps fared on The Information’s website.
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