Nintendo released its first smartphone application, Miitomo, March 31. The social app allows users to create a Mii avatar and answer questions about themselves that are shared with friends.
Miitomo grew quickly, reaching a reported 1.58 million downloads in the first five days of its U.S. launch, according to data from app store optimization company Sensor Tower. However, the app has reportedly struggled to hold onto those users, as data from a SurveyMonkey Intelligence report highlighted its low engagement and high user churn seen in the time since its release.
In the SurveyMonkey Intelligence report, Miitomo’s performance was compared with two other successful mobile applications: King’s Candy Crush Jelly Saga and Supercell’s Clash Royale. According to the report, Miitomo’s initial download performance was on par with the two games, as it peaked at No. 1 on both iOS and Android. However, the report also showed that Miitomo is used half as often in a week as Clash Royale, on average.
Specifically, the report found Clash Royale is used 4.2 days each week, on average, while Miitomo is used 2.3 days per week. In terms of weekly churn–the number of users who use an app one week but won’t come back the following week–Miitomo had the highest figure of the three apps, at 48 percent.
Overall, Miitomo’s weekly active users have decreased substantially from the app’s peak. Miitomo’s WAU was found to be 74 percent lower than its peak value, while Clash Royale’s lowest value was 22 percent from its peak, and Candy Crush Jelly Saga’s lowest value was 32 percent from its peak.
The report reads:
Miitomo’s rise and fall makes it clear that downloads aren’t enough to guarantee a successful product. It’s a great metric to gauge interest but only shows a narrow slice of the picture. What matters is building an app that captures users’ attention and keeps them coming back.
Nintendo recently announced that its next two mobile apps would be based on the Fire Emblem and Animal Crossing franchises, and that the apps would be more traditional games than Miitomo.
Readers: Are you still using Miitomo, or have you already moved on?
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