Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

How Did You Find that App?

Search vs. browse

Search is the most common way for app downloaders to find an app, but not all app categories are found quite the same way.

New data from Sensor Tower indicates that the path to a game download is different from the path to a nongame download.

Sensor reported that 65% of overall Apple App Store downloads between May 2017 and April 2018 came from search. But for game downloads, only 56% were search-sourced. Browsing led to 24% of game installs, the study found.

For nongame apps, browsing led to just 9% of all downloads.

The data suggests that, not surprisingly, users looking for a game to play are in discovery mode, and are more likely to stumble across something that catches their fancy. Nongame apps appear to be the result of a direct, specific desire for a certain app, or at least a certain type of app.

According to eMarketer's latest estimates, there will be 221.7 million smartphone app users in the US. The vast majority (97.4%) have downloaded free apps. Only about one-third will buy an app this year, eMarketer projects.

Subscribers to eMarketer PRO: Look for a new report, "Mobile App Installs: What You Need to Know About User Acquisition," coming later this month. [UPDATE: The report has been published. Subscribers can access it below.]