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Large software organizations such as Facebook or Netflix, who otherwise makedaily or even hourly releases of their web applications using continuousdelivery, have had to invest heavily into a customized release strategy fortheir mobile apps, because the vetting process of app stores introduces lag anduncertainty into the release process. Amidst these large, resourcefulorganizations, it is unknown how the average mobile app developer organizes herapp's releases, even though an incorrect strategy might bring a premature appupdate to the market that drives away customers towards the heavy marketcompetition. To understand the common release strategies used for mobile apps,the rationale behind them and their perceived impact on users, we performed twosurveys with users and developers. We found that half of the developers have aclear strategy for their mobile app releases, since especially the moreexperienced developers believe that it affects user feedback. We also foundthat users are aware of new app updates, yet only half of the surveyed usersenables automatic updating of apps. While the release date and frequency is nota decisive factor to install an app, users prefer to install apps that wereupdated more recently and less frequently. Our study suggests that an app'srelease strategy is a factor that affects the ongoing success of mobile apps.

Release Practices for Mobile Apps--What do Users and Developers Think?