Mobile attribution and marketing analytics firm, AppsFlyer has released a new study revealing the state of app marketing in both the UK and across Western Europe in 2018, which includes the top media sources by installs and client adoption. Based on data from 1.3 billion installs, over 80 billion app-opens and 290 million installs with cost data, accounting for $250 million in revenue, the headline findings are as follows:
- Top 10 Media Sources: Facebook and Google remain the top two drivers of app installs, with Apple Search Ads and Snapchat also ranking in the top 10 for the first time in 2018
- Video is key to app install: video has played a key role in driving app installs and opens from top platforms including Google, Facebook, and others. In 2018, installs from video ads in the UK grew 71% year on year from the same point in 2017.
- Shorter attention spans: research finds that app usage is on the rise across the board, but that apps are being used for a shorter period of time.
- Increased spend: AppsFlyer predicts that advertisers will spend 2.3 times more on app installs over three years (2017 to 2020), driven by a growth in the mobile attribution market.
- App-install cost is increasing: cost-per-install (CPI) is growing by 10% year on year and iOS is consistently more expensive – at 50% higher than Android. Android was found to provide better ROI than iOS in both UK and Western Europe.
- UK app install fraud much higher than Western Europe: mainly driven by a high click-flood rate, the UK was found to have 20-30% higher fraud that Western Europe. Fraud comes in waves and after a drop in recent months, an increase can now be expected as fraudsters make their move.