An Investigation of Mobile Engagement Tools on User Retention: A Study of a Fitness App in Kano, Nigeria
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- NGN 5000
Background of the study
Mobile fitness applications rely on engagement tools such as push notifications, gamification, and AI-driven workout recommendations to retain users (Smith & Brown, 2024). While these tools help sustain user motivation, their effectiveness in retaining Nigerian consumers remains underexplored (Williams & Chen, 2023). Kano, as a growing urban center, presents a unique market for mobile fitness applications, necessitating an investigation into how engagement tools influence retention.
Statement of the problem
Many fitness apps experience high churn rates, with users abandoning apps after initial downloads due to poor engagement strategies (Eze & Ojo, 2023). This study investigates the role of mobile engagement tools in improving user retention in a fitness app in Kano.
Objectives of the Study
To evaluate the impact of mobile engagement tools on user retention in fitness apps.
To assess user preferences for different engagement strategies.
To identify challenges affecting long-term engagement in fitness apps.
Research Questions
How do mobile engagement tools affect user retention in fitness applications?
What engagement features are most effective for retaining fitness app users?
What factors contribute to user churn in fitness apps in Kano?
Significance of the Study
This study will provide recommendations for fitness app developers to optimize their engagement strategies, ultimately improving user retention and satisfaction.
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