4 App Discovery
Tricks and Treats
for Surviving the “Zombie App-ocalypse”
1
ironSource October 2016
Table of Contents
1.
Introduction
2.
Zombie App Challenge
3.
Zombie Apps by Country
4.
Zombie Apps by Category
5.
Tricks and Treats: Apple Search Ads
6.
Tricks and Treats: Deep Linking
7.
Tricks and Treats: Google Progressive Web Apps
8.
Tricks and Treats: Burst Campaigns
9.
Conclusion
10.
About ironSource
2
ironSource October 2016
Introduction
It’s nearly Halloween, and we’re too busy picking out our
costumes, stocking up on candy, and decorating our homes
with cobwebs and skulls to notice the Zombie App-ocalypse
taking place right in front of our eyes.
Each year, more and more apps are doomed to the
underworld. This year app zombies have taken over 90% of
the App Store, according to a recent report by Adjust. This is
up from 72% in January 2014. Spooky.
100%
90%
80%
70%
60%
50%
40%
30%
06/13
12/13
06/14
12/14
06/15
12/15
Let’s take a look at what’s causing the Zombie App-ocalypse, and find out which
weapons app developers should bring to the final battle.
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ironSource October 2016
The Zombie App Challenge
Zombie apps can’t be discovered organically in an app store. They’re not on any of the tens
of thousands of top lists across the world. (Think that each of the 150+ country stores show 300
paid apps and 300 free apps in each of 30+ genres and subgenres. That seems like a lot of
opportunities to get featured. But with around 2M+ apps in each store, it’s not.)
In contrast, living apps have appeared on one of the top 300 lists for at least two out of
three consecutive days within a single month.
With over 2M apps in the App Store alone today, conquering the charts and fighting the Zombie
App-ocalypse is all the more challenging. By 2020, Sensor Tower predicts that the figure will
stretch to 5M apps in the App Store. That’s 73% more apps than we have now in 2016.
Total Number of Active Apps on the App Store by 2020 - Worldwide
6M
5.06M
5M
4.67M
4.18M
3.60M
73%
3M
2.93M
1.75M
2M
732K
1.16M
450K
262K
130K
5K
41K
0
2008
2009
2010
ironSource October
September
2016
2016
2011
2012
2013
2014
2015
2016E
2017E
2018E
2019E
2020E
Zombie Apps by Country
The US, Canada, England and Australia, which Adjust combined into one ‘English App Store,’
leads the pack with the highest zombie app rate.
China, unsurprisingly, boasts the second-highest zombie app rate. Its rapidly growing
developer community is the main reason China is losing the Zombie War -- the sudden influx of
apps in China means it’s that much harder for an app to be discoverable.
Germany is third. But considering how many apps are created in English (~1.7M), the fact that
only 43K out of 320K apps in the German App Store are healthy is jaw-dropping.
If you’re considering launching your app in an English speaking country, China, or Germany
then, be wary of the high zombie app rates, and consider looking at our tips and tricks for
increasing your app’s discoverability.
Russia, South Korea and France, on the other hand, have low zombie app rates, so launching
your app in one of these markets might be a safer bet. The smaller the app store, the higher the
chance your app succeeds there, since there is much less competition for organic
discoverability. Just be sure your app is localized to that language!
85.41%
89.51%
86.73%
90.9%
86.04%
90.9%
85.24%
85.44%
86.25%
86.25%
ironSource October 2016
90.09%
Zombie Apps by Category
According to the same report, the categories with the highest zombie app rates are
Entertainment, Games, Lifestyle, Education, and Business. These are, therefore, the hardest
categories to rank for.
On the other hand, Weather, Navigation, and Sports are the easiest. Nearly half of all Weather
apps, which is the smallest category on the App Store, can be found on top lists. Meanwhile
Navigation and Sports apps have low zombie app rates because they’re often region-specific.
If your app falls in the Business category, which is also a bit difficult to rank in, be sure to add a
less competitive secondary category like Productivity and Finance, as well. This will increase
your app’s chances of ranking.
ironSource October 2016
Zombie Apps by Category, cont’d
The same goes for Games. In Games, the subcategories with the highest zombie app rates are
Arcade, Action, and Puzzle. Music has the lowest, and is therefore the easiest to rank for.
Interestingly, 23% of apps listed in a subcategory of Games aren’t even labeled as ‘games’.
This might be a helpful trick in getting your mobile game to rank, too.
Take a look at our Fastest Growing Apps platform for more insights. It displays app categories
that aren’t super competitive yet, but will be soon. If you can get in the game early, and beat
out the competition before others arrive, your app could do more than just survive the Zombie
App-ocalypse, it could rule it. As of October 2016, the fastest growing app categories are
Dating, Photography, and Video Players. (Shhh. We’ll give you a head start.)
Quick App Discovery Tips for App Developers
Localization is Key
Local stores can often be easier to rank
in. Adjust your app to local markets by
language, app content, advertisements,
etc.
Add Relevant Categories
The better the category fit, the higher
the chance that interested users find it
organically. But equally important is to
pick categories and subcategories that
have low competition.
Create iMessage Sticker Apps
In a recent report, Sensor Tower
discovered that existing apps that
created iMessage Apps experienced a
surge in downloads. The most popular
iMessage apps are Stickers.
ironSource October 2016
Trick #1: Apple Search Ads
The numbers may be daunting, but it’s not impossible for apps to come back from the dead -or better yet, simply stay alive. Let’s take a look at some strategies to consider.
In early October, Apple launched its long-awaited Search Ads. The function gives app
developers the opportunity to place ads in App Store search results.
Search Ads look like any ordinary App Store search result, but they appear at the top and have
a small light blue badge labeled “Ad.” App developers can target users by gender, age, device,
location, and even time of day, and Apple has also provided app developers with an insights
tool to measure ad performance. The purpose, according to Apple, is to give indie developers
on limited budgets the chance to compete in the big leagues.
Apple notes that over 65% of downloads come from direct searches on the App Store. By
letting smaller app developers take advantage of the App Store search results page, Apple is
democratizing the market more -- giving zombie apps a path to resurrection by enabling them
to drive traffic and boost their rankings.
ironSource October 2016
Trick #1: Apple Search Ads, cont’d
If you’re worried that big name apps like Uber or Lyft will outbid smaller local apps, don’t. First
of all, Apple says that users won’t be able to see ads for apps they already have installed. This
already eliminates most of the big brands. Second, if people aren’t tapping on the ad, whether
it’s a big brand or not, Apple will demote the ad. This means that the best ad wins, not the most
expensive one.
Last, Apple is putting relevancy above all else. For example, if Dropbox is targeting the keyword
“photography” because photographers require lots of storage, Search Ads will still display an
actual Photography app rather than Dropbox. This means that indie developers won’t be
pushed out by bigger apps like Dropbox who have the funds to bid high across a range of
keywords.
In their explanation of Search Ads, Apple highlights the importance of metadata. Be sure to
focus on optimizing app titles, descriptions, keywords, and screenshots for the best results.
It’s a simple set up. To get started, click here. Apple is offering a $100 credit towards app
developers’ first campaign. Plus, there are no minimum spending limits, so spend as little or as
much you’d like on your Search Ads.
ironSource October 2016
Trick #2: Deep Linking
Last year, deep linking was one of the hottest trends in mobile. Google, Apple, Facebook, and
Microsoft all heavily championed the practice. But developer adoption has still been slow, with a
recent study showing that only 19% of iOS apps have implemented the feature.
Users today are accustomed to getting immediate results. They want shortcuts for specific app
content and are growing frustrated by long onboarding processes.
This is where deep linking helps. Deep links are hyperlinks that connect to specific pieces of
content or a specific page in an app. If an app is deep linked, it means that users can view
specific app content inside mobile web (or Facebook app, etc) search results -- whether the
app is installed on the device or not. The process seamlessly converts mobile web users into
app users.
This kind of contextual deep linking can store and pass referring information from mobile web
to the app, significantly improving user experience and personalization.
In a study by TechCrunch, analysts found that contextual deep linking doubles in-app
registrations. 29% of users who were offered a deep link after install registered for the app,
compared to 16% of users who were not deep linked.
Deep linking opens new avenues and opportunities for users to discover apps, helping
developers achieve higher app conversion rates and download rates -- both of which are major
factors in app store ranking. It’s also known to increase retention, revenue, user engagement,
and more.
To learn more about deep linking for Android visit this page on the Google Developers site. To
get started with iOS, check out Apple’s Support Universal Links page.
ironSource October 2016
Trick #2: Deep Linking, cont’d
Step 1.
Users browsing specific content on the Close5 mobile site are prompted to download the
Close5 app so they can view the content in-app.
Step 2.
Users are redirected to the App Store for a quick download.
Step 3.
The Close5 app opens to the very same content they were viewing on mobile web.
Step 1.
ironSource October 2016
Step 2.
Step 3.
Trick #3: Google Progressive Web Apps
This summer, Google launched Progressive Web Applications, which are meant to increase app
discovery by combining the best of both mobile and web.
Progressive Web Apps are mobile websites that look and feel like mobile apps. Users can add
them to their home screen, access them offline, and receive push notifications. (And, they’re not
confined to Android! They’re available on any browser and any operating system.)
They’re designed to fix long onboarding processes, which ultimately damage user experience
and app engagement rates. They load nearly instantly compared to typical mobile sites, use
less data, and take up less storage than mobile apps. This significantly facilitates user
acquisition efforts.
In addition, Progressive Web Apps increase discoverability because they can be indexed and
found by search engines. This opens app developers to a completely new world beyond the
Google Play and the Apple App Stores, since users can discover apps naturally through organic
web and social media searches.
Because there is a prompt to add the Progressive Web App to their phone home screen, app
developers can be sure that high-quality users will visit again in the future. This builds loyalty.
Users happy with the PWA experience will be more willing to download the actual mobile app
down the road -- despite growing app install fatigue among users today.
We highly recommend that you create a Progressive Web App for your app. It will increase
discoverability, drive installs to the main mobile app, and increase loyalty. It’s another great way
to ensure that your app won’t fall to the Zombie App-ocalypse.
ironSource October 2016
Trick #4: Burst Campaigns
In a burst campaign, app advertisers drive a large amount of installs in a very short period of
time. The goal is to acquire as many users as possible, as quickly as possible.
Previously, we mentioned that app store rankings largely depend on number of installs. Burst
campaigns are designed to bring about a huge spike in install volume, to the extent that the app
swiftly climbs the charts. Once the app snags a ranking, more organic and quality downloads
will follow.
Burst campaigns are helpful for app developers who are launching a new app, experiencing a
lull in traffic, or want to take advantage of a particular event or time in the year (like
Thanksgiving or Back to School). While they can be very effective, they tend to require large
budgets, so they are especially great for developers who have a lot of money to spend on user
acquisition.
Leverage as much data as possible when planning your burst campaign. What days of the week
would users typically search for your app? During the weekend or Monday morning? If you’re a
productivity app, for example, Monday morning is probably best, as productivity buffs are likely
eager to prepare for their long work week. Also consider times of year. Is it Christmas time? Are
students gearing up for a new school year?
Remember that if your app is too niche, burst campaigns might not be the best choice. They’re
meant to provide a surge in downloads, not to be a targeted campaign. You could get a wave
of bad app reviews.
Either way, a burst campaign is a great weapon to bring to the Zombie App-ocalypse. But
because they can be expensive, make sure you weigh your options and have the appropriate
resources. This should be a last case scenario.
ironSource October 2016
Conclusion
There are several best practices app developers can exploit to ensure that their app remains
visible and easily discoverable by users. With so much competition lately, it will become
increasingly important for app developers to take an active role in marketing and advertising
their apps. We can expect to see more features and fixes that even the playing field among
indie developers and larger app studios. Good luck, friends.
Additional Reading
9 Ways to Master the Google Play Store Ranking
The What, How, and Why of Deep Linking
The Driving Forces Behind Mobile Advertising in 2016
How UA Can Affect Your App’s Rank
ironSource October 2016
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About ironSource
ironSource is committed to helping create a sustainable digital content economy. We
provide tailored solutions for clients as diverse as app developers, device manufacturers,
mobile carriers, and advertisers.
Our comprehensive solutions help industry leading companies achieve greater business
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Founded in 2010, ironSource is a truly global company, with offices in Tel Aviv, London,
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