The goal of this guide is to help anybody with an app understand the mobile app customer decision process and improve the areas that affect this process. Doing so will result in an increase to your download rate and keep your customers coming back to your app.

Downloading a mobile app is an almost instantaneous process that can happen with a single tap. For most mobile customers, the decision to download an app is made within the first 10 seconds of finding it. This is called the 10-second impulse buy.

After downloading an app, first time app customers will decide whether or not they will ever use the app again within the first 30 seconds. It is important for an app to show off what it has to offer immediately to "hook" the customer. This is called the 30-second hook.