Dive Brief: 

• Some disheartening news for mobile marketers: Studies show that 80% of users delete a mobile app after only using it twice, but tech firm Ibotta has find a way to keep users around. 
• The shopping-driven player has 2 million monthly active users, and more than half opened the app an impressive 25 different times in January.
• Ibotta is able to retain users because it pays them through purchase-required rebates, video ad watches, poll clicks, and other brand-related actions. 

Dive Insight: 

While paying consumers to utilize a product can seem counterproductive—one should consider that advertising is exactly that, just in a less direct way. According to insider data shared with AdWeek, Ibotta users watched over 130 million videos from brands like Coca-Cola, Perrier, and Unilever. Ibotta's business model is especially interesting because it is rethinking the way coupons are used, which up until now are considered to be a relic from a millennial's parents era. Ibotta reported that 60% of users rarely used coupons before. Marketers could see a millennial audience actively interested in using coupons, rewards, and other kickbacks on their phones in the near future.