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The number of US app users continues to rise and so too does the amount of time consumers spend using mobile apps each day. The trouble for app developers is mobile users have millions of apps to choose from and are tough critics of those they’ve chosen, installing apps without hesitation but ditching them quickly when not satisfied. To succeed in this challenging environment, advertisers’ goals have shifted from acquiring the largest quantity of new users to acquiring a steady volume of quality users.
"In Q1 2016, 17.2 billion mobile apps were downloaded worldwide, an 8% increase over the corresponding period of 2015."
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Mobile App Store Downloads Worldwide, Android vs. iOS, Q1 2015 & Q1 2016 (billions)
US Smartphone App Users, Installers and Buyers, 2014-2020
US Tablet App Users, Installers and Buyers, 2014-2020
Average Number of Apps Used Daily vs. Monthly Among US Smartphone and Tablet Users, by Generation, Dec 2015
Performance Metrics on Day 1 vs. Day 30 for iOs App Installs Worldwide, by App Category, Q1 2016
Performance Metrics on Day 1 vs. Day 30 for Android App Installs Worldwide, by App Category, Q1 2016
Average App Retention Rates over the First 90 Days of Use Among Mobile App Users Worldwide, by OS, Nov 2015-March 2016
Metrics Used to Measure Mobile App Success According to Client-Side vs. Agency Marketers Worldwide, May 2016 (% of respondents)
Quality Costs More Than Quantity
Mobile App User Acquisition Benchmarks Worldwide: Average Cost of Acquiring a Loyal iPhone App User, April 2011-April 2016 (activity analyzed by Fiksu DSP)
Top 10 App Install Media Sources for Gaming vs. Nongaming Apps Worldwide, by OS, H1 2016 (index*)
Vice President, New Market Strategy
Business Development Manager
Senior Vice President, Products