developers today face a challenging mobile app economy. With over 2
million apps available between Google and Apple’s app store, and
over 110 billion app downloads, competition for has never been more
We took a
close look at app download trends across the world to make sense of
how acute the problem is. Research on the InMobi network for apps
downloaded in Q2 2014, between 1st April and 30th June shows some
China top the charts at 18% and 10% respectively in terms of share of
app downloads. With its high smartphone penetration and a vibrant
developer community, US leads the pack. China, despite being a late
smartphone adopter is growing quickly fueled by its home-grown brands
of mobile phones and the iPhone.
the cost of an app download
app developer looking to acquire users, the cost of every app
download or Cost Per Install (CPI) can add up very quickly. While the
market determines CPIs, how much a developer is willing to pay
depends on the expected lifetime value (LTV) of the user. Higher the
LTV, higher will be the willingness of the develop to pay for a high
varies across countries and app categories. Indexed against the
average CPI on our network, France is the most expensive amongst the
top 10 app download nations with a CPI Index of 176. Malaysia and
Indonesia are the cheapest with a CPI index of 42. While US has the
highest share of downloads, it also makes for an expensive market.
China, India and Indonesia on the other hand hit the sweet spot
between cost and share of downloads.
split by operating system, an app download on iOS tends to be more
expensive than on Android.
for guessing the most popular app category amongst users. Games at
64% of app download share was the overwhelming leader. Communication
apps weren’t far behind, ranking 2nd with 15 percent share of
downloads. Interestingly, Communication apps are most popular in Asia
- Malaysia and Indonesia, driven by higher rates of smartphone
adoption and need for inexpensive and convenient communication
time for driving app downloads
looking to build your user acquisition strategy, it is imperative to
reach your target audience when they are most active. Our research
revealed that apps downloads are highest during weekends with
Saturday leading the way. Tuesdays, register the lower percentage of
app downloads. Seems like the mid-week crisis hits everyone.
are we headed?
projects 268 billion app
downloads annually by 2017. If this does happen, then downloads will
grow 2.6 times in the next 4 years. This combined with the rising
user acquisition costs makes for an increasingly competitive app
market. App developers need to capitalize on this opportunity by
investing time and energy to create effective user acquisition and
monetization strategies to capitalize on this growing market. Game on
To learn more about the above study, download The State of Mobile App Downloads report.
in understanding more about this research? Reach out to our insights
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