“Sub 10% of people are switching to a competitor and maybe who knows like how people are answering this but like most people are just they're not falling in love with another app they're falling out of love with your app.”

Churn is almost never about a competitor — users fall out of love with your app

Google Play's churn survey data: the top two reasons are cost and not enough usage — two sides of the same value equation. Fewer than one in ten churners cite switching to a competitor. The implication is that competitive tactics (pricing battles, feature matching) are the wrong response to churn; rebuilding usage habits and demonstrating value are what actually move the needle.