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SurveyMonkey looks into the decline of Miitomo usage

Posted on May 25, 2016 by (@NE_Brian) in Mobile, News

Miitomo’s success in terms of downloads has been well documented at this point. However, when it comes to its staying power, the app has been on a decline. That might have been at least somewhat expected, but SurveyMonkey has taken a deeper look at the situation.

SurveyMonkey compared Miitomo to Candy Crush Jelly Saga and Clash Royale, two titles from giant mobile developers King and Supercell respectively. Miitomo stacks up favorably when it came to download performance, but the app “struggled to keep users interested.”

SurveyMonkey writes in its report:

In Miitomo’s case, this lower-than-peers engagement translates into higher churn. The game’s weekly churn more than 50% means that over half of the users of Miitomo on a given week won’t come back and play it again the following week. For some apps that don’t need frequent use this isnt a problem, but for games like Miitomo that are designed for frequent use, churn at this level foreshadows a quick decline.

Low engagement and high churn cause a steady decline in active users for Miitomo. When comparing to the other games it’s not necessarily the lower peak weekly-active users (WAU) that’s of concern, but the fact that Miitomo drops off much more rapidly. Clash Royale’s lowest value is just 22% from its peak, Candy Crush Jelly’s is 32% from its peak, but Miitomo WAU is 74% lower than its peak value in a much shorter timespan.

What has your experience been like with Miitomo? Are you still using the app? Or are you pretty much done with it at this point?

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