Nearly Half of App Downloads Driven by App Store Search
App store search is driving nearly half of app downloads, according to new research from mobile marketing company TUNE.
In fact, the data reveals that 53 percent of Android users and 47 percent of iOS users found the last app they downloaded through app store search. Conversely, the study found that 12 percent of Android users and 15 percent of iOS users downloaded their last app after being told about it by friends and family, while 12 percent of Android users and 11 percent of iOS users downloaded their last app after reading about it on the Web. Surprisingly, just 9 percent of Android users and 10 percent of iOS users downloaded their last app after finding it in a category top chart, such as top free productivity apps or top free games.
It is also worth noting that the research found mobile users are downloading apps quite frequently, with 64 percent of the study’s 875 respondents downloading an app in the last seven days, 20 percent downloading an app within the last couple of weeks and 10 percent downloading an app in the last month.
This research suggests that app developers should not only be optimizing their apps for app store search, but also encouraging their users to spread the word about the app. In addition, having a web presence is also a good way to drive downloads, which can include a dedicated site for the app and/or a “download the app” interstitial.