Google Tests Auto-Open App Feature to Boost Developer Activation Rates

Google Play Store is experimenting with a new feature that automatically opens apps after installation. This functionality, introduced in Google Play version 42.5.15, appears as a toggle switch below the “Open” button in app listings.

Key Benefits of the Auto-Open Feature:

  1. Enhanced User Experience: Apps open automatically post-installation, with a 5-second countdown notification.
  2. Reduced Marketing Costs: Helps increase app activation rates, minimizing wasted marketing budgets.
  3. Optimized First-Time Experience: Ensures immediate app engagement, boosting usage and retention rates.

Current Activation Rates:

  • Regular apps: 55%-65%
  • Gaming apps: 65%-75%

This new feature is expected to significantly improve these metrics.

For developers, this functionality holds strategic importance, optimizing marketing investments and enhancing market performance.

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