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Home Blog App Marketing Mobile App Growth Hack: New Opportunities and Breakthroughs

Mobile App Growth Hack: New Opportunities and Breakthroughs

Jul 13 2021

aso mobile growth


Overall, global demand for new apps continues to trend upward in 2020, with downloads up 7% year-over-year to 218 billion. At the same time, user spending paid off handsomely, with a 20% year-over-year increase to $143 billion, a record high figure. In addition, China successfully led the hottest mobile markets in 2020, with all three core figures of downloads, user spending and user hours in China topping the annual global top 10 list.

On the developer side, the report shows that the number of publishers with annual revenue of over $2 million in the two major app stores, App Store and Google Play, increased by 25% year-on-year. In addition, 97% of publishers on the iOS platform have annual revenue of less than $1 million, but they can enjoy the App Store "Small Business Program", and their share is reduced to 15%.

Looking ahead to 2021, it is foreseeable that mobile technology companies may become the new darling of the global investment circle. In the past year alone, $73 billion in capital has been poured into mobile app companies, up 27% year-over-year.

Key areas of mobile change trends

Mobile gaming

In 2020, mobile games gradually become the mainstream of the market, hardcore players at home will choose mobile device games. Hardcore gamers account for 66% of user spending and 55% of hours spent in mobile gaming, while casual games dominate the download charts, accounting for 78%.

Among them, sandbox games, arcade and board casual games dominated the market share, with sandbox games growing 1.9 percentage points year-over-year in global market share, with nearly 7% market share across 112 different sub-categories. And other arcade games achieved a 300% year-over-year increase in total hours of use, reaching 4.5 billion hours.

In 2020, the outbreak of the new crown pneumonia, which kept many residents out of their homes, brought about explosive growth in the short-form video segment. Online video hours played on mobile devices grew by 40%. An increasing number of users in the user base of popular online videos are using TikTok compared to the same period last year. 2.3 times more penetration of iPhone users of Netflix in the US using TikTok in Q4 2020 compared to the same period in 2019.

Contactless delivery, contactless payments, on-demand options, and diverse help features are driving the growth in demand for restaurant and food apps. In most global markets, the number of weekly opens of restaurant food apps climbed from Q2 2020, peaking in Q4, as consumers were forced to stay home due to local quarantine policies as a result of the new crown pneumonia outbreak.

ASO World app ranking service

Marketplace - New country region coverage

Selecting a region is just as simple as defining target countries—simply choose a region and the platform will automatically group included countries. As of today, our platform supports hundreds distinct regions:

Delineating data by region is a useful cross-functional tool and key time-saver when grouping countries for measuring overall growth, developing leads, and recognizing breakout trends. For more information on this update, and other quality-of-life platform improvements, please visit ASO World.

Greater market and more opportunities

The market for these apps is about as big as they come. It is estimated that the global number of smartphone users will rise to 3.5 billion over the course of 2020. If we looked at it in terms of devices, there are more connected mobile devices in the world (7.94 billion) than there are people.

These devices are approaching ubiquity in advanced economies, among which median penetration levels stand at 76% of adults. In South Korea, a stunning 95% of adults own a smartphone.

Emerging economies are catching up. Brazil and South Africa already log penetration levels of 60%, while India’s lower figure of 24% still represents hundreds of millions of users.


These apps’ market share are growing every year, and along with it, the market for mobile apps. In the below report, we have gathered specific data relating to app downloads and usage. These are intended to give us a better idea of just how many apps are being downloaded every year, which of these are most popular, and how they are being used.

App Annie app download stats show that China truly dominates the app download market, accounting for around 45% of global total downloads. It has grown more prominent in recent years, with Chinese app downloads growing by 80% since 2016, compared to global growth of 45%. The total figure is around 95 billion.

China’s rapidly increasing app download figures can be ascribed to both increasing digitalisation of everyday life in hyper-developed Tier 1 and 2 cities, combined with increased mobile penetration in lower tier cities and rural areas.

Aside from China, which is a law unto itself, we have seen two complementary trends in the aforementioned span of years. The first is a slowdown in app download growth in mature markets, and second is rapid growth in emerging ones.

Of the latter, India leads the way in terms of both growth and volume. The incredible 190% growth we’ve seen since 2016 may well have been from a low base for a country with well over 1 billion citizens, but since 2017 it has been second in terms of global app downloads. In 2019, nearly 20 billion app downloads were registered in India; more or less 10% of the global total.

12.3 billion US downloads leave the world’s leading mature app market in third place, with three-year growth of a mere 5%.

Brazil and Indonesia round out the top-five, two countries at different stages of mobile development. Brazil’s 40% is high, though a little lower than the global average, indicating a transition to mature app market. Indonesia’s 70% growth in app downloads reflects an earlier, more rapid expansion phase in the world’s fourth-most populous country.

Demand-Keyword coverage

The number of keyword coverage in the app store is an important indicator to evaluate ASO optimization, the more the number of coverage may get more opportunities to show, the most ideal state is to be able to cover the most relevant industry words and competitor words in the product category.

How to make your APP in Apple Market keyword coverage more than 10000+, in fact, covering 10000+ keywords, it is not difficult to say, easy to say, mainly for what purpose, if only consider from the breadth of coverage, after reading the following you may be able to do.

Covering keywords

The way to get 10,000+ keywords is to stitch together the most popular industry words in the category list. For example, for a bookkeeping application, check the financial list search index ranking through the ASO tool, exclude the application name words (inefficient word formation), and select the top industry words according to the search index, such as: stocks, crude oil, stock speculation, loans, precious metals, borrowing money, etc., and then de-duplicate the ranking to easily achieve coverage of 10,000+ keywords.

ASO keyword coverage

The above method is just a small trick to quickly improve keyword coverage, but because of the lack of relevance, the number of keywords ranking in the top will be very small and there is no way to bring in the volume. In PC Internet advertising, the conversion rate of hard advertising may only be a few thousandths, while SEM precision search advertising conversion rate can be as high as 20%, the relevance of the impact is exponential conversion, therefore, in the development of ASO optimization program, more is needed to consider the conversion rate, top words need to give priority to the selection of words, relevance, it is possible to achieve accurate and effective coverage of 10,000 + keywords.

Industry competitor analysis

To understand the situation of industry competitors, it is more common to analyze through the list of Apple App Store, for example, through the APP list function, select the category to which your product belongs, view the basic information of each product in Top 500, what is the main business and other information, determine whether it is a competitor, collect information aggregated into a competitive product library, prepare for the subsequent optimization work, you can also search for the industry's main core business words and collect the top ranked products for summarization.

Social-User diffusion and coverage

Social media marketing refers to a marketing strategy in which companies create specific messages or content on social networking services (including blogs, Youtube, Facebook, Twitter and other social networking services) to attract consumers' attention, generate discussion among online users, and encourage them to disseminate these marketing contents through their personal social networks in order to achieve marketing objectives. This is a marketing strategy to enhance customer relationship and satisfaction.

So it seems that the ultimate goal of social media marketing is marketing, which consists of social and media. So the question arises, is social media marketing social or media, or you can ask this question, is social media marketing social or media oriented.

In response to this question, there are different answers online.

A part of people believe that social media marketing is social, not media. They believe that the high viscosity of social media users is because social media is social, not media.

The nature of social is to share and communicate, not just look at the content spread by the media, so if you want to do well in social media, you have to integrate social sharing, not treat it as media in making propaganda.

Social media optimization categories

The reason why many people can't operate their fan pages is because companies operating fan pages have ulterior motives and want to use them to increase sales opportunities.

It is true that the purpose of social media marketing is to sell, but social media is not a tool that can directly sell. In the AIDAS consumer buying process, social media should belong to the stage of arousing interest and promoting desire, and after this stage of brewing, it can lead consumers to the stage of buying.

Another part of the population believes that social media marketing is media, not social. They think that operating social is about stickiness, and what they want is for internet users to come back often and stay more, but operating social media is not about coming back, but about going out, not about stickiness, but about spreading.

It seems that they all have a point, a light think just a different perspective. People who say social media marketing is social, in their mind, social media marketing is Facebook, Twitter, LinkedIn, Pinterest, Google+, Instagram.

People who say social media marketing is media, in their mind, social media marketing is youtube, blogs and other content communities.

I have written an article before: What are the social media abroad? The scope is far beyond your imagination, which has a detailed introduction and explanation on the scope of social media.

After reading it, you will find that social media marketing is not limited to Facebook, Twitter, LinkedIn, Pinterest, Google+, Instagram, there are many more types of it, and these social software are only part of social media marketing.

Global social media optimization key downstream markets analysis

Advertising-Brand awareness coverage

In 2020, the mobile space is driving the advertising industry, with mobile ad spending having grown to $240 billion and expected to grow to $290 billion by 2021. To capture higher ROI, the use of SDKs and ad platform user insight technologies and creative material intelligence generation will be explored as best practices for advertising partnerships.

In the U.S., mobile ad placements grew 95% year-over-year, Turkey grew 335%, Mexico grew 175%, France grew 165%, and Brazil grew 170%. Overall, the strongest year-over-year growth rate for insertion ads was analyzed as a possible result of marketing budget cuts due to the new crown pneumonia epidemic, prompting advertisers to seek cheaper ad space.

A new generation of consumers with increased brand awareness

With the continuous improvement of people's living standards, consumers' brand consumption awareness is further enhanced.

Mobile marketing and advertising

Other industries that are seeing mobile innovation

The outbreak not only spurred innovation in the restaurant industry, but also led to a boom in more innovative industries. 2020 Q2 saw a significant increase in the number of people using commerce apps for collaboration globally during the outbreak, and usage remained high through the end of 2020. As of Q4 2020, the number of hours spent on commerce apps increased 275 % year-over-year.

In addition, the surge in demand for home exercise saw global user spending achieve a 30% year-over-year increase to $2 billion, with higher spending by users of health and fitness apps in the UK and the largest increase in spending in Europe at 70%.

The past year has seen an unprecedented growth in mobile applications. More users are discovering themselves through mobile devices, and more companies are using mobile apps to rally their brands, develop their markets and enhance their reputations, continuing to move forward in an increasingly competitive marketplace.

ASO Topic Mobile Growth,


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