When a user downloads an app, the expectation is that the experience will be intuitive, functional, and satisfying. However, often this journey is interrupted before the user even explores the full potential of the platform. This is a reality thatLeandro Scalise, CEO of RankMyApp and mobile marketing specialistclosely monitored. Seeking to understand the reasons behind this behavior, Scalise conducted asurveyand identified the five main factors that lead users to uninstall apps in 2025.
The first critical point, according to the professional's analysis, is the usability of the application. Many users uninstall an app because the interface is not intuitive enough. If navigation is confusing, the design seems outdated, or the experience is marked by slowness, the chances of abandonment increase.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, they will hardly continue with it installed," he explains.Scalise.
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 emphasizes that without an accessible and responsive support channel, users are more likely 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.Apps that experience frequent errors or unexpected crashes create a negative experience and cause users to lose trust in the service.ScaliseIt highlights that this is one of the easiest problems to mitigate, as long as companies adopt a proactive approach to fixing issues and continuously updating the system.
Another factor pointed out is the experience ofonboarding, that is, the user's first contact with the application. If this process is slow, bureaucratic, or does not demonstrate value quickly, the abandonment rate increases. The relationship shows that a simplified and interactive introduction can retain more users and significantly reduce uninstalls in the first days.
Finally,ScaliseIt identified 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, such as notificationspushPersonalized campaigns and targeted campaigns can make all the difference in maintaining engagement.
For the C-Level, understanding the reasons for service abandonment is not just a matter of analyzing numbers, but of interpreting behaviors and adjusting strategies to improve the user experience. "THEchurnHigh indicates that acquisition efforts are not resulting in retention, which can compromise business growth. By addressing the main points of friction, it is possible to transform the user experience and ensure sustainable results," statesLeandro.
The executive's assessment reinforces that, in the competitive app landscape, retention has become a key 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," he emphasizes.the executive.
