Mobile Apps: iOS App Stores Outperform Google Play, Report Finds

A recent report by SplitMetrics shows that iOS app stores are performing better than Google Play, according to different metrics, in the app market. The study looks at 3 metrics: utilities, finance and shopping. iOS apps seem to have higher conversion and engagement rates, and more installs overall. Max Kamenkov, CEO & Co-Founder of SplitMetrics, said, “The mobile app market is experiencing a resurgence, with consumer spending reaching new heights. According to reports, global consumer spend across iOS and Google Play surpassed $35 billion with a 9.5% year-on-year increase.”

Users on iOS platforms show more interaction with apps, but they also show a higher bounce rate, which refers to the opposite of engagement rates. This might mean that developers need to look at creating better strategies to keep users engaged. SplitMetrics shared on a release, “While iOS app users are more engaged across the three categories, they may also have higher expectations and be more critical of an app’s experience.”
 

Finance Apps Lead With Strong Engagement

 
When it comes to finance apps, they have the highest direct install rates on both iOS and Google Play. SplitMetrics found a 31% direct install rate on App Store, and 27% on Google Play. This is further seen with how neobanks are on the way to outperforming legacy banks, because more people are turning to fintech and digital banking as opposed to traditional methods.

Even though the engagement on Google Play is lower, the platform has a unique layout that lets users access more app info from the first glance of each app. This is a good thing from a user experience perspective because it reduces the need for users to interact further, but it also explains the lower engagement rate compared to iOS.
 

 

Utilities and Shopping Apps: A Mixed Bag

 
Utilities apps have the highest engagement rates among the three categories, with iOS taking the lead by far. Utilities apps on iOS have an engagement rate of 53% whereas Google Play has 25%. Shopping apps, on the other hand, show a conversion rate of 24% on iOS and 13% on Google Play. This gap may be due to the higher brand awareness and loyalty on iOS, where users are more encouraged to install immediately without needing to do too much research on the app.

“With users more selective than ever and app discovery becoming increasingly difficult, understanding the intricacies of both iOS and Google Play is paramount. Our research underscores the significant differences in user behaviour and performance metrics between the two platforms. By leveraging these insights and implementing effective app store optimisation strategies, app marketers can increase their chances of standing out in a crowded marketplace,” said Kamenkov.
 

The Importance Of ASO And Visual Content

 
The report also shows how App Store Optimisation and the use of visual content helps with app visibility and engagement overall. Videos are barely used across the 3 main categories discussed before, especially with utilities, where they actually negatively impact install rates after watching. This means that even though video content can be engaging on social media, for example, it may not always be the thing that converts viewers into users.

Doing things like bringing innovative ASO strategies: optimising app icons and screenshots, are good ways to attract and keep users. Icons that are bold, and use inviting colours with clean cut designs tend to perform more.

Kamenkov added, “Ultimately, success in the mobile app economy hinges on a deep understanding of user needs, preferences, and the platforms they inhabit. Our findings provide a solid foundation for developers to build upon as they strive to create compelling and successful apps.”