App discovery company Appsfire researched the most popular words used in titles for apps, noting that this is a “key element in its marketing”. According to the company, the most popular word used is “HD” (used in 27,777 titles), followed by “lite” (21,690), “free” (18,511), “iPad” (11,313) and “pro” (9,024).

Appsfire noted that developers are continuing to use the word “free” in the app title, even though that can be easily found from the app store price. The company said that this is because it is a “catchy word and one that easily drives conversion ‘to the next step’.”

It also said that there are “hundreds” of apps which use the word “free” in their title, even when they are actually paid for. The high ranking of terms such as “lite” and “pro” also indicate that developers are still offering different versions of apps to address free and paid consumers.

Appsfire also noted that the high rankings for iPad and iPhone are being used to highlight the fact that an app is targeting specific devices, rather than being a “universal” product running across both. The company said that only 23 percent of live apps are universal builds, addressing both device types.