App stores drive mobile app discovery for many Americans

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Key stat: The top way US internet users discover new mobile apps is by searching or browsing app stores, cited by 44% of those surveyed for Airship by Sapio Research.

Beyond the chart:

  • We forecast US spending on mobile app install ads will grow 15.5% to reach $23.81 billion this year.
  • More than one-fifth, or $5.20 billion, of that spend will go to Apple, while the digital ad duopoly will take roughly one-third ($4.17 billion for Google and $3.69 billion for Meta).

Use this chart:

  • Justify budget allocation to app store advertising.
  • Show how word-of-mouth is still a powerful marketing tool.

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Methodology: Data is from an Airship survey conducted by Sapio Research as cited in a May 2023 press release. 11,000 respondents ages 18+ were surveyed in Brazil, Canada, France, Germany, Indonesia, Singapore, South Africa, Thailand, the UK, and the US during February 2023. Airship is a provider of mobile engagement solutions.

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