The State of App Marketing: UK & Western Europe | AppsFlyer

The State of App Marketing 2018: UK & Western Europe

With mobile now accounting for almost half of all digital ad spend in the UK, according to the IAB, marketers are clearly upping their investment in this channel.

Within mobile, apps are enjoying increased popularity in the country but also intensified competition, and that’s an understatement. With millions of apps in the stores, apps are having a hard time being discovered. As a result, and because of increased confidence in their ability to utilize data and analytics to drive growth, apps are also increasing their marketing budget to attract quality non-organic users at scale.

The State of App Marketing 2018: UK & Western Europe offers marketers up-to-date benchmarks about the UK and Western European app space, with special focus on key trends over time, including:

  • Share of installs by type
  • Investment in user acquisition
  • Changes in the top 10 list of media sources
  • Cost per install
  • INDUSTRY-FIRST! European market predictions: installs and app install ad spend (2017-2020)


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