Today the average smartphone has 22 apps on it, but the half-life of an app is about a month. In six months only five percent of them have been retained, according to Borrell Assoiciates.
That isn't necessarily a bad thing. The most-popular type of mobile app downloaded to smartphones is "games." People play them for a while, then move on.
Other types of content, such as movie or other content apps, will have a similar short shelf life. People watch TV shows or movies and then do not necessarily return to using them in the future. That's not a problem; it's an opportunity.
But the general observation still holds: few developers are likely to make much incremental revenue from their mobile apps. But that might not be the primary purpose for producing an app.
Promotion always has been a leading reason for advertising, and apps with short lifespan that promote purchases of movie tickets, content, games and other products still are worth doing, from that perspective.
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