We’re honored to have made the latest AppsFlyer Performance Index. The study ranks the top Media Sources in Mobile Advertising. Highlighting trends and changing dynamics in the mobile app marketing and advertising ecosystem, the index offers an in-depth look at the media sources that have the ability to scale app user growth, deliver strong retention rates and attract the most engaged app users.
The index was based on 40 million installs with cost data (from over 50 networks with a minimum of 10,000 installs), and roughly $150 million in revenue from over 800 apps that measure both cost and revenue.
The Index offers a global look at the best performing mobile media sources, covering:
- Operating systems (Android and iOS)
- Regions: North America; Asia-Pacific (APAC); Europe; Latin America
- App store categories: Gaming, Shopping, Entertainment / Lifestyle, Travel, Utilities, Finance, News, Music, Health & Fitness and more
“The mobile app advertising ecosystem is as strong and healthy as ever. Over the last six months there has been a great deal of movement as networks gained or lost in their scale and retention rankings. A few first-timers also appear in the latest index, a sign of industry health and strong competition,” according to an AppsFlyer press release.
The index provides tons of insights into the current mobile app ecosystem. Here are just a few that we think might interest you.
- Facebook continues to dominate with its position as the top media source in mobile advertising. The social network ranked first place globally in both the Android and iOS power rankings.
- Twitter has shown it can deliver loyal users across the board. On Android it holds the No. 1 and No. 2 positions in global retention scores in both non-gaming-related and gaming-related categories. While on iOS, the social network climbed up the charts to reach the top 5.
- The mobile app advertising ecosystem is as strong and healthy as ever. Over the last six months there has been a great deal of movement as networks gained or lost in their scale and retention rankings. A few first-timers also appear in the latest index, a sign of industry health and strong competition.
- Video ads on mobile are a winning way to deliver loyal app users. With users able to have a detailed look at what an app is all about, there are less surprises—leading to high retention rates.
- App user retention on iOS and Android is super close, as both platforms had an almost identical retention score globally. Slightly different numbers were only evident in North America, where iOS retention was higher than Android, and in Europe where Android’s score was higher than iOS.