15 Revealing App Stats Every Mobile Marketer Should Know

4 Min Read

Are apps dead? Are they bigger than ever? Depending on who you ask, you can get a lot of different answers. If you’re a mobile marketer, here are the vital app statistics you need to know. Let’s go to the data.

1) Global App Downloads Topped 175 Billion in 2017

If the app market is showing any signs of slowing down, you won’t find it in these numbers. Users around the globe downloaded 60 % more apps in 2017 than in 2015. In 2017, more than 175 billion apps were downloaded around the world, according to a January 2018 report. That’s almost two apps for each human being on earth.

2) 89% of Mobile Media Time Is Spent on Apps Vs. 11% on Websites

Is your company thinking about whether to extend your platform to a mobile app? If you needed some convincing numbers to bring to your next meeting, you’re welcome. This one’s not even close.

3) 23% Of Users Abandoned an App After the First Use

If that number seems high, it’s not as high as it used to be. In 2015, the user abandonment rateafter one use was a little higher at 25%. The data shows businesses are getting better at focusing on engagement and turning the trend.

4) People Use an Average of 9 Apps Per Day and 30 Apps Per Month

With only an average of nine spots, it’s not easy turning someone into a Daily Active User of your app. Increasing your mobile marketing with cross-channel campaigns is one proven way to increase retention.

5) When Users Quit an App, 24% Will Use It Again If Offered a Bonus

That number zooms to 30% you can get back when you offer a discount. Just because a user is dormant doesn’t mean they’re completely dead. Studies have proven ways to re-engage users with a variety of tactics.

6) Top App Categories by Share of Time Spent: Entertainment & Communication (20%), Music (18%), Games & Multimedia (10% Each)

At first glance, you may have thought games would take the top spot. Games are No. 1 by number of apps in the Apple app store, but email and messaging are where people spend the most time.

7) Millennials Downloaded More Apps in 2017. Way More

Millennials are more likely to download apps than older users, and they’re overwhelmingly eager to find new apps. According to data, 70% of millennials are “always looking” to try new apps. When you compare their app enthusiasm to older age groups, millennials keep more apps too. 57% of millennials report downloading more new apps than they delete. Only 30% of 35-to-54-year-olds claim to add more than they delete.

8) China Ranks No. 1 in Time Spent on Apps

China has been the world’s biggest mobile app user on the planet for a few years now. India has moved into the No. 2 spot for the country that has the most time spent, and the U.S. rounds out the top 3, according to a new report.


9) The Three Apps With the Highest Level of Penetration in 2017: Facebook (81%), YouTube (71%), Facebook Messenger (68%)

No big surprises in this stat. The top 10 is ruled by Facebook and Google, with Instagram, Google Search, Google Play, Google Maps and Gmail rounding out the list. SnapChat and Pandora are the only exceptions to make the top 10.

10) In Q1 2017, US Smartphone Users Averaged Almost 100 Apps Installed, but They Only Used Around 40 Monthly

How many apps are too many? Are users really engaged? Those numbers don’t tell the whole story. It does tell us there are a lot of apps competing for a user’s attention even after being installed on their phone.

11) Medium-Sized App Businesses Are Racking Up the Biggest YoY Gains

In looking at the size of the companies and their success, one segment stands out: companies with 15,000- 50,000 MAUs (Monthly Active Users). According to Localytics, these medium-size app businesses showed the biggest year-over-year strides in both user abandonment and retention.

12) Apple App Store and Google Play Revenue Growth Surged 34% in 2017

The Apple App Store and Google Play revenue grew at almost the same rate in 2017 over 2016. Apple had a slightly better 34.7% over Google’s 34.2% growth rate. Here’s where the numbers diverge: Android app downloads grew 16.7% versus Apple app downloads, at 6.7%. According to Sensor Tower, Android’s dominant position in developing economies is fueling that growth.

13) App Install Ad Revenue Grew to $6.2 billion in 2017

App install ad revenue is growing steadily and on track to keep growing. In 2016, app install ad revenue was around $5.5 billion. In 2017, revenue grew to $6.2 billion. And don’t expect a slowdown anytime soon. By 2020, total mobile app install advertising revenue is projected to top $7.1 billion.

14) Google Drives More Than 50% of All App Downloads From Ads

Responsible for more than 50% of all app downloads from ads, Google has driven more than 6 billion app installs just since launching Universal App Campaigns (UAC).

15) Cost Per Mobile App Install is Lower for Android

The cost per install ranges from around $2-4 for each app installed on Android. The cost is higher and ranges much more widely for iOS at $4-7.50 per app install, according to Fiksu’s Mobile Cost Index.