When a user downloads an app, the expectation is that the experience will be intuitive, functional and satisfactory. However, many times, this journey is interrupted even before the user explores the full potential of the platform. This is a reality thatLeandro Scalise, CEO of RankMyApp and mobile marketing specialist, keeps a close eye. Trying to understand the reasons behind this behavior, Scalise carried out aliftingand identified the five main factors that lead users to uninstall apps in 2025
The first critical point, according to the professional's analysis, it is the usability of the application. Many users uninstall an app because the interface is not intuitive enough. If the navigation is confusing, the design seems outdated or the experience is marked by slowness, the chances of abandonment increase. "The first impression matters a lot", and if a user needs a lot of effort to understand how to use an app, he will hardly continue with it installed, explainScalise
The lack of efficient support is another reason that frequently appears in the analysis.When a user encounters a problem and cannot resolve it quickly and easily, frustration sets in. He highlights that, without an accessible and responsive support channel, the trend is that users prefer to seek alternatives in the market rather than insist on an app that does not provide adequate support
Technical failures and recurring bugs are also among the main factors for the cancellation rate.Applications that have constant errors or unexpected crashes create a negative experience and cause users to lose trust in the service. Scalisehighlights that this is one of the easiest problems to mitigate, since companies adopt a proactive approach to fixing failures and continuously updating the system
Another factor pointed out is the experience ofonboarding, that is to say, the user's first contact with the application. If this process is slow, bureaucratic or not demonstrating value quickly, the dropout rate increases. The relationship shows that a simplified and interactive introduction can retain more users and significantly reduce uninstalls in the first few days
Finally, Scaliseidentified that the lack of personalization and segmented communication also negatively impacts retention. Apps that send generic or irrelevant notifications end up being ignored or, in some cases, irritate the user. User behavior-based strategies, like notificationspushpersonalized and targeted campaigns, can make all the difference in maintaining engagement
For the C-Level, understanding the reasons for service withdrawal is not just a matter of analyzing numbers, but to interpret behaviors and adjust strategies to improve the user experience. "Ochurnhigh indicates that acquisition efforts are not resulting in retention, what can compromise business growth. By addressing the main friction points, it is possible to transform the user experience and ensure sustainable results, affirmsLeandro
The investigation of the executive reinforces that, in the competitive landscape of applications, retention has become a determining factor for success. "Companies seeking sustainable growth need to look beyond acquiring new users and invest in continuous improvements to ensure that those who download the app remain active and engaged", highlightsthe executive.
