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BizReport : Research archives : June 04, 2013

How to increase app download numbers

In the mobile space, apps are becoming more important. While many of the top apps continue to be games, there is a growing segment of the mobile community engaging with productivity apps, content apps and shopping apps. Which are the top? And how can you create more buzz for your app?

by Kristina Knight

First, from App Annie, a breakdown in how consumers and businesses are capitalizing on the app space. New numbers from the platform show Pandora is the top non-gaming app in the iOS (monthly revenues) and is ranked in the top 5 for Google Play (monthly revenues). Their data also shows Twitter app usage is up but Facebook's is falling off. Other interesting findings include:

• Twitter downloads jumped up 10 places on the most-downloaded list
• Yahoo apps jumped 22 rankings points (monthly downloads)
• Microsoft's reached the top 5 most downloaded list on Google Play

Meanwhile, a new infographic out from TradeMob gives insight into how brands or publishers can make a bigger splash on that next app launch. As with search query results, many users won't go past the first page of listings, so it is important for apps to have high download ranking numbers.

The infographic shows that for gaming apps, each paid download generates 1 additional organic (free) download during a boost period. But, for non-gaming apps, each paid download generates 0.65 organic downloads. Therefore the 'boost effect' lowers the gaming app cost per install by 50% but only lowers the non-gaming CPI 40%.

Other interesting findings include:
• 80,000 installs are needed to reach the Top 10 rankings (US)
• There is a 72 hour window in which download numbers must be high to reach a top ranking
• Downloads in the final 24 hours of a boost campaign impact ranking position most
• Boost campaigns can help push app downloads, which can help an app reach more mobile consumers

Tags: App Annie, app download trends, app marketing, app usage trends, appvertising trends, TradeMob

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