• Those who haven’t yet downloaded an app might need extra incentives.
• Apps can be accidentally uninstalled during operating system updates.
• Some users download apps and then forget about them.
• A significant percentage of app users churn after three months.

The correct answers are: A significant percentage of app users churn after three months and Some users download apps and then forget about them.

Explanation: When focusing on increasing app downloads, it is crucial to also consider app engagement for two key reasons. Firstly, a significant percentage of app users churn after three months, indicating the importance of retaining users beyond the initial download phase to ensure long-term usage and value. Secondly, some users tend to download apps and then forget about them, leading to low engagement levels. Research shows that user engagement increases to 54% when an app is downloaded from an ad compared to organic downloads. Additionally, a staggering 3 out of 4 users forget that the app is even installed on their phone. By prioritizing app engagement strategies, such as personalized notifications, in-app incentives, and ongoing user engagement campaigns, marketers can combat churn, re-engage users, and maximize the app’s overall success and value.