Top Reasons for App Uninstallation in 2025

When a user downloads an app, they expect the experience to be intuitive, functional, and satisfying. However, this journey is often interrupted before the user even explores the platform's full potential. This is a reality that Leandro Scalise, CEO of RankMyApp and mobile marketing specialist, follows closely. Seeking to understand the reasons behind this behavior, Scalise carried out a survey and identified the top five factors that lead users to uninstall apps in 2025.

The first critical point, according to the professional's analysis, is the app's usability. Many users uninstall an app because the interface isn't intuitive enough. If navigation is confusing, the design seems outdated, or the experience is marked by slowness, the chances of abandonment increase. "First impressions count a lot, and if a user has to put in a lot of effort to understand how to use an app, they're unlikely to keep it installed," he explains. Scalise.

Lack of efficient support is another reason that frequently appears in the analysis. When a user encounters a problem and can't resolve it quickly and easily, frustration sets in. He points out that without an accessible and responsive customer service channel, users tend to seek out alternatives on the market rather than stick with an app that doesn't offer adequate support.

Technical failures and recurring bugs are also among the main factors for the cancellation rate.. Applications that constantly experience errors or unexpected crashes create a negative experience and cause users to lose confidence in the service. Scalise highlights that this is one of the easiest problems to mitigate, as long as companies adopt a proactive approach to correcting failures and continuously updating the system.

Another factor highlighted is the experience of onboarding, that is, the user's first contact with the app. If this process is time-consuming, bureaucratic, or doesn't quickly demonstrate value, the abandonment 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, Scalise identified that a lack of personalization and targeted communication also negatively impacts retention. Apps that send generic or irrelevant notifications end up being ignored or, in some cases, irritating users. Strategies based on user behavior, such as notifications, push Personalized and targeted campaigns can make all the difference in maintaining engagement.

For C-level managers, understanding the reasons for service churn isn't just a matter of analyzing numbers, but of interpreting behaviors and adjusting strategies to improve the user experience. "The churn A high score indicates that acquisition efforts are not resulting in retention, which can compromise business growth. By correcting key friction points, it is possible to transform the user experience and ensure sustainable results,” he states. Leandro.

The executive's findings reinforce that, in the competitive app landscape, retention has become a key factor for success. "Companies seeking sustainable growth need to look beyond attracting new users and invest in continuous improvements to ensure that those who download the app remain active and engaged," he emphasizes. the executive.