There are problems with the Google Play Store. Plenty of them. The biggest one is the search engine. You'd think a Play Store developed and owned by the largest search engine wouldn't have that problem, but they do. Recently Google announced a plan to boost app installs in a program that will include its Display Network and Video Ads. While developers didn't see to enthusiastic about the plan. Google stated that major publishers like Gree have seen huge growth since making its changes, and also suggested that in some cases, app installs could jump around 28%.
While that's cool and all, the announcement only brought attention to the Play Store's ongoing problems with app engagement. In fact, about 80% of installed apps only get used once. And that comes from Google's research. So Google is aware of it. Google's planned ads for the Play Store will likely intensify the rivalry. Right now the war is between Google and Facebook for mobile marketing.
Google has steadily been offering more tools to their developers and publishers to get more use out of the Play Store, as well as understanding how users use their apps and for how long. There's also more tools for publishers and developers to understand how mobile ad campaigns are performing. Some developers believe that Google isn't doing enough to help developers on their own Android OS.
The developers seem to be a bit skeptical, while others are pretty excited about it. I think the ads for the Play Store are going to be a good thing for Google as well as its developers. As it will drive ad installs up, and also bring money into Google. Through its main business, ads. We'll likely hear more about this in the coming weeks as we get closer to these display ads and video ads debuting on Google Play.
I agree with many developers that app engagement needs a boost. I know for a fact that a lot of the apps I download only get opened once, and sometimes it may not get opened at all. I'm not quite sure what Google can do there though, I think that's more up to the developer making their app more useful for users.