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In the past 2 weeks since Pokemon GO launched there’ve been numerous posts trying to analyze and capture the phenomenon that is Pokemon GO. Here are some of the most interesting insights and analysis on it:

Pokemon GO is the biggest mobile game in U.S. history

  • It took Pokemon Go less than 5 hours to get to the top spot of the US App Stores
  • Within 24 hours Pokemon GO became the biggest game of 2016, as measured by daily active users
  • Within three days: Pokemon GO attracted more users than Twitter
  • With four days: Pokemon GO was already installed on more US Android phones than Tinder
  • Within 5 days: 10.8% of all Android devices in the US had the app installed, and 5.9% of the entire Android population in the US used the app (this figure is almost unheard of for new apps)
  • Within 6 days: Pokemon GO attracted just under 21 million daily active users in the United States (going head to head with Snapchat)

Pokemon GO addictiveness leading to unprecedented retention rates

  • Over 60% of those who have downloaded the app in the US are using it daily, meaning around 3% of the entire US Android population are users of the app
  • An average use of the app stands on 43 minutes, 23 seconds a day, which is higher than WhatsApp, Instagram, Snapchat, and Messenger
  • Pokemon GO is the perfect example for Nir Eyal’s Hook model and Jonah Berger’s STEPPS framework to retain and engage users

Will it reaches sustainable growth?

This is the question on everyone’s mind. We’ve all seen apps that have a super strong start that crashes quickly (Draw Something for example). According to Christopher Nheu, a Product Manager at Mad Paws:

“If PokemonGo can continue to build in investments that its users truly value (even if at a subconscious level), this will ultimately keep us coming back.”

Personal note: this will be one of the biggest challenges for the Pokemon GO team, which will also be affected by how quickly they can release updates, add features and launch meaningful partnerships that will help preserve the already highly engaged users. (about potential partners read more here)