Decision Making in the App Store

A study of the factors that impact a user’s decision to download an

app

MobileDevHQ Study

The Question

What factors impact a user’s decision to download an app when using app store search?

The Procedure

Participants 1.  Use app store search

to find an app for a chosen scenario

2.  Record the search term and final app they chose

The Procedure

Our Analysis We used that information to determine the ranking, rating, and brand of each app chosen.

It looked a lot like this

The Results

Here’s what we found:

If You’re Not First, You’re Last

Well it might not be that dramatic… But:

of the apps chosen were ranked first in search

29%

Get Your App In The Top 10

0%

10%

20%

30%

40%

50%

60%

70%

1 to 5 6 to 10 11 to 20 20+

% o

f app

Dow

nloa

ded

Ranking Group

Apps in the top 10 received 86% of

downloads

Brand Brands Are Winning

Big brands developed

51% of the apps chosen by our

participants.

Brand Brands: Case Study

•  The most searched term in our study was ‘recipes.’

•  Big brands accounted

for only 35% of the top 20 search results for ‘recipes.’ But…

Brand Brands: Case Study

They accounted for

of the apps users downloaded

89%

Big Brands: Case Study

…That’s because brands dominate search. The top 5 ranked apps for ‘recipes’ were:

brand   brand   brand  

Find out more!

For more in-depth information, and further findings from our study, check out our whitepaper through the link in the description!

http://www.mobiledevhq.com/whitepaper-decisionmakingintheappstore-171/articles

Thanks!