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While awareness has increased, consumers still lack a strong understanding of the benefits of video content digital lockers (ie. UltraViolet) or the rights that come with ownership, according to findings of a major survey, Digital Rights and Cloud Storage , by PriceWaterhouseCooper’s Entertainment, Media and Communications practice. Also, consumers appear unwilling to pay for such services, though their desire to ubiquitously share content may present future revenue generating opportunities. “Ultimately,†says PwC, “the success of digital lockers will depend on whether companies can match the benefits with consumers' desires ensuring consumers fully understand the value of digital lockers for all types of content.â€
Digital locker - consumer interest study
With this new data, that shift is shown to be even more important. With a high correlation between highly engaged users and in-app purchases, developers and publishers with a goal of maximizing CLV have even more reason to obsess over user retention.
Loyal Users Generate 25% More In-App Purchases - FierceMobileContent
26% of Mobile Application Users are Either Fickle or Loyal | Localytics
The results show that 26% of new customers can indeed be fickle, installing an app and only using it once. However, the share of customers lost with each additional usage drops quickly and half of customers use an app four or more times.