The impact of being ‘featured’ on the Apple iOS App Store is in decline, while gaming apps experience the most beneficial results, according to a new report from App Annie.
The report, which looked into more than 3,000 instances of apps being featured on the store across Brazil, Japan, South Korea, the UK and the US between June 2013 and March 2016, found that the impact of being featured is decreasing over time, particularly for apps outside of the game segment.
An expected download boost from being featured was down to less than 25 per cent in H2 2015, according to App Annie, compared to roughly 80 per cent during the same period in 2013.
Featuring on the store however did have “a clear positive impact on app downloads overall”, with a median effect around four times larger for games, equating to roughly 140 per cent expected increase in game downloads, compared to what would be expected without featuring.
Apps in South Korea saw the biggest boost from being featured, “likely thanks to droves of new iPhone users,” with games in the country seeing nearly a 500 per cent lift, while apps and games in the US were least affected, which could be a reflection on the country’s app market maturity.
Games in Brazil saw the second largest impact of being featured, stemming “from Brazil’s status as a leading emerging market”.
“While user acquisition can consistently deliver thousands of quality users, a prime featuring placement can drive hundreds of thousands of users in days, creating a compounding velocity and completely shifting the network and product trajectory of an app,” commented James Peng, head of mobile app acquisition at Match Group.