Weekends Show Highest Install Rates For Apps
By Ben Frederick
Weekends appear to be the time for app marketers to focus on getting installs, according to new data from AppsFlyer—especially iOS apps.
Based on 1.1 billion non-organic installs (installs that happened as the result of marketing activity) and 5 billion app opens, AppsFlyer's State of App Marketing 2H 2015 found the time of the week that an app is downloaded is largely dependent on whether the users is on Android or iOS.
Android users in the U.S.and globally tend to remain fairly consistent with their download rates, while iOS users tend to download more on the weekends, for the most part peaking on Sundays.
The study recommends that iOS developers focus on weekends as key periods of installations with 25% higher install rates than weekdays, whereas Android users only have a difference of 6% in their install rates between weekends and weekdays.
For marketers looking to drive engagement, the study found that largely Android and iOS users run in opposites. iOS users tend to be more active on the weekends and Android users during the second part of the week.
Users' buying habits also vary drastically. depending on the vertical, though of course, both Android and iOS consumers spend about the same on games. Apple users are most likely to convert on health & fitness apps (8%), while Android users are most likely to convert on transportation or news apps (6.72% and 6.16%, respectively).
Overall, those marketers that have cross-platform versions of their apps should be aware of the differences in the audiences and spend accordingly.
Source
"Weekends Show Highest Install Rates For Apps." MediaPost, 2/9/16.