In the MobileDevHQ study by Tune (previously the conglomerate worked under the HasOffers and MobileAppTracking brands), the following research result is given for the main discovery: half of mobile users found the last downloaded application in the search results.
It seems to us that another discovered fact is more curious: the feature from the platforms, both in the case of the App Store and Google Play, turned out to be a fairly average source of downloads compared to articles on the web.
But let’s talk about everything in order.
55% of American smartphone users surveyed by Tune use Google Play (plus 2% of respondents use other Android stores), 40% are on iPhones and, accordingly, turn to the App Store for applications. The remaining 3% is shared by not the happiest owners of gadgets based on Blackberry and Windows Phone.
Distribution of respondents by platformsTo the question, “when was the last time you downloaded the app”, the absolute majority of respondents (64%) answered: this week.
This is an excellent indicator demonstrating that users, at least in the States, are becoming more involved in interacting with digital markets, rather than using three or four applications all the time.
Distribution of respondents’ answers to the question: when was the last time you downloaded the app?But the most curious thing, of course, is not this, but how the respondents answered the Tune question, “where was the last application they downloaded found?”
And then a complete surprise.
Both in the case of the App Store and in the case of Google Play, the main source turned out to be “search”. Users independently found the application they needed.
Distribution of respondents’ responses to the question: where was the last app they downloaded found (App Store)?Distribution of respondents’ responses to the question:
where was the last app they downloaded found (Google Play)?Impressive, right?
The feature on the main page does not work as effectively as online publications, and advertising in another application is more effective than advertising on Facebook.
However, it seems to us that the “winner” is out of this series, to put it mildly, the fact is that if the answer sounded like “I found the app in the search results”, there would be no questions, but it sounds like “I was looking for it in the app store”. In other words, the user could get information about it from all the other channels listed, and then find the right one on their own.
For this reason, it seems to us the most fair to ignore the first point and carefully study the remaining ones.
Tune conducted the survey in the second quarter of this year. The total number of respondents was 875 smartphone owners.
After the breakup with Facebook in the winter of 2014 (as a result of which HasOffers was cut out of the Mobile Measurement Program), she went for rebranding. The official reason: confusion with the names. The fact is that one of the most popular products of the company is a marketing platform for mobile applications MobileAppTracking. The other service is also called the same as the company is called – HasOffers. In general, now this confusion is partly over. There is a Tune company that offers two products: HasOffers.com (advertising) and MobileAppTracking.com (analytics).