The AppsFlyer Performance Index for eCommerce, Travel and Utility Apps [Data Study]
Back in May we rated the performance of all the top mobile media sources for their ability to drive scalable, high-quality installs for gaming apps in the first ever AppsFlyer Gaming Performance Index (which was read by tens of thousands of people in the mobile marketing space).
Today, we’re publishing a report that analyzes the top 25 media sources for eCommerce, Travel and Utility apps in iOS and Android (charts include both quality and quality-quantity combo).
We focused on these verticals because they usually have a higher LTV because they are often driven by intent, which means an app is installed to fulfill a specific and often immediate/tangible need. For example, downloading a retailer’s app to buy a pair of shoes, a travel app to find the top rated hotel at your next destination, or a productivity app to better organize your daily activity.
On the other hand, an impulsive-driven install decision is characteristic of the gaming vertical where action is often spontaneous in nature and does not fulfill a specific and immediate need.
Here are some of the key findings on intent-driven apps:
- Twitter flies high in retention: The embattled bird can stretch its wings with pride as it reached the #1 and #2 spots on Android and iOS, respectively
- Google once again proves value of intent: The search giant topped the iOS retention chart and came in an impressive #2 in Android
- Made in China: Chinese-grown networks such as Mobvista, Cheetah Mobile, AppFlood and Yeah Mobi ascend up the rankings, with Mobvista taking the lead among its peers by showing up second on the Android power rankings and sixth on iOS