The choice of app category and good use of search engine optimisation (SEO) can bring app developers success without having to spend money on marketing, according to ABI Research.

Citing the success of independent developer Michael Quach, ABI said his apps – which are often aggregations of information, tips and pictures – are easy to produce and appeal to the curiosity of spontaneous app browsers.

Senior analyst Aapo Markkanen added that these apps aren’t found in the reference or entertainment sections of app stores but in more niche categories, such as medical or books, both of which have “favourable eyeballs-to-competition ratios.”

“This means that they attract a lot of customers but aren’t as strongly contested as the most visited categories, like ‘games’ and ‘entertainment,” Markkanen said.

“If you publish your app in the right category, with a catchy name, a bright-coloured icon, and skilful search engine optimisation, this can go a long way in attracting downloads,” added practice director Dan Shey. 

"One plus side of Google’s liberal submission policy is that one can freely try out which kind of choices work and which don’t,” he continued.