The Expanding App Ecosystem
The ecosystem of apps is expanding and in the last 5 years, it has grown drastically. People prefer accessing information via apps than actually visiting a website. The consumer attention has shifted to mobile and consequently digital marketers are forced to reach customers on mobile devices. Apple’s App store and Google Play are the market leaders with over 50 billion downloads. According to the latest statistics, iOS apps generate more revenue as compared to Play Store apps but this can widely vary in different countries. App marketing too has become highly matured, just like the ecosystem. What started off with simple CPM banners has now moved on to a perfect mix of organic channels and paid ones.
Finding Apps & Search Efficiency
Unlike websites, analyzing app statistics can be tricky, as it is hard to find out the exact download source. So app marketers have to depend on various analytical studies, anecdotes from fellow marketers and the data provided by platform owners like Google, Apple, etc. to learn about the various channels of distribution and download sources.
The following graph ranks the various distribution channels and it is evident from the results that apps are mostly located from the app store.