The Impact of App Updates on Usage Frequency and Duration
Pengcheng Wang, Zefeng Bai, Kambiz Saffarizadeh, Chuang Wang
This study analyzes the actual usage data of mobile app users to determine how different types of updates affect engagement. Using a causal analysis method, the researchers compared the impact of introducing new features versus fixing bugs on both socially-oriented and self-oriented applications. The goal was to understand if all updates are equally beneficial for keeping users active.
Problem
App developers frequently release updates with the assumption that this will always improve user engagement and app success. However, there is conflicting evidence on this, and it's unclear how different update types (new features vs. bug fixes) specifically impact user behavior for different categories of apps. This knowledge gap means developers might be investing resources in update strategies that could inadvertently harm user engagement.
Outcome
- App updates, in general, lead to an increase in both how often users open an app and the duration of their usage. - For socially-oriented apps (e.g., messaging apps), updates that introduce new features can significantly reduce user engagement compared to updates that only fix bugs. - For self-oriented apps (e.g., content consumption apps), introducing new features does not have the same negative impact on user engagement. - Developers of social apps should prioritize bug fixes or use careful strategies like progressive rollouts for new features to avoid disrupting user habits and losing engagement.
Host: Welcome to A.I.S. Insights, the podcast powered by Living Knowledge where we break down complex research into actionable business strategy. I'm your host, Anna Ivy Summers. Host: Today, we're joined by our expert analyst, Alex Ian Sutherland, to discuss a fascinating new study titled "The Impact of App Updates on Usage Frequency and Duration." Host: Alex, welcome. In a nutshell, what is this study about? Expert: Thanks for having me, Anna. This study analyzes actual user data to see how different updates—like adding a new feature versus just fixing a bug—really affect our engagement with mobile apps. It specifically compares the impact on social apps versus content-focused apps. Host: This feels incredibly relevant. Every business with an app is constantly pushing updates, assuming it's always a good thing. But the study suggests there's a real problem with that assumption. Expert: That's right. The central problem is that developers invest massive resources into updates without truly understanding their impact. There's conflicting evidence out there, and this knowledge gap means companies could be spending money on update strategies that might actually be driving users away. Host: So they might be "improving" their app right into obscurity. How did the researchers get past the conflicting theories and find a clear answer? Expert: They used a very direct approach. They got their hands on a large, proprietary dataset of individual app usage from thousands of users in China. This let them see exactly what happened to a person's app habits—how often they opened it and for how long—immediately after an update. Host: So, not just looking at download numbers, but at actual, real-world behavior. Expert: Precisely. They used a causal analysis method to compare users who updated an app with a control group of very similar users who didn't. This allowed them to isolate the true effect of the update itself, filtering out other noise. Host: Let's get to the results. What was the first key finding? Expert: The first finding is good news for developers: in general, app updates do increase user engagement. After an update, users tend to open the app more frequently and spend more time in it per session. Host: Okay, so the basic premise holds up. But I have a feeling there's a big "but" coming. Expert: A very big one. The really critical finding is that the *type* of app completely changes the equation. The study looked at two categories: socially-oriented apps, like WeChat or WhatsApp, and self-oriented apps, like Weibo or Twitter, where it's more about personal content consumption. Host: And what was the difference? Expert: For socially-oriented apps, the results were shocking. Updates that introduced brand new features actually *reduced* user engagement compared to updates that simply fixed bugs. Host: That’s amazing. Why would a shiny new feature make people use a social app less? Expert: It's all about disrupting established routines. Social apps depend on coordinated interaction between people. A major new feature can change the interface or the workflow, creating a learning curve and friction not just for you, but for your entire network. A bug fix, on the other hand, just makes the experience everyone already knows more reliable. Host: So if my friends and I suddenly can't find the button we always use, we might just give up. What about the self-oriented, content-driven apps? Expert: That's the other side of the coin. For those apps, introducing new features did not have the same negative impact. Because you're mainly using the app for yourself, you can explore new tools at your own pace without disrupting anyone else's experience. Host: This is where it gets really important for our listeners. Alex, what are the practical, bottom-line takeaways for businesses? Expert: The most crucial takeaway is that a one-size-fits-all update strategy is a mistake. If your business runs a socially-oriented app—anything based on messaging, group interaction, or networking—your top priority should be stability. Host: So, focus on bug fixes over flashy features? Expert: Exactly. Prioritize bug fixes to enhance the core, reliable experience. When you do launch new features, you have to be extremely strategic. The study suggests using methods like progressive rollouts, where you release the feature to a small percentage of users first, or having excellent in-app onboarding to minimize disruption. Host: And what's the advice for businesses with self-oriented apps, like media companies or e-commerce platforms? Expert: They have much more flexibility. For them, feature updates are a less risky, and potentially more powerful, way to boost engagement. They can be more aggressive with innovation because users can adopt the new features on their own terms. It’s about leveraging novelty without causing network-wide friction. Host: Fantastic insights. So, let’s summarize for everyone. Updates, in general, are a good thing for engagement. Expert: Correct. They bring users back. Host: But the strategy needs to be tailored. For social apps, prioritize stability and bug fixes, and roll out new features with extreme care to avoid disrupting user habits. Expert: Yes, protect the routine. Host: And for self-oriented apps, you have a green light to be more innovative with feature updates to drive engagement. Expert: That's the key difference. Host: It all comes down to understanding why your users are there in the first place. Alex, thank you for breaking this down for us. Expert: My pleasure, Anna. Host: And a big thank you to our audience for tuning in to A.I.S. Insights. Join us next time as we continue to connect research with results.
App Updates, App Success, User Engagement, Mobile Applications, Usage Behavior, Difference-in-Differences, App Markets
