Mobile attribution firm AppsFlyer has released its latest Performance Index, analysing mobile media performance during H2 2018, based on 20bn installs and 39bn app opens, across more than 11,500 apps and 370 media networks.
Categories surveyed included Shopping, Utilities; Lifestyle & Culture; and Gaming, segmented into Casual, Midcore & Strategy, and Social Casino apps. Facebook and Google are not included in the rankings, so the percentage figures below are based on the percentage of everything not already attributed to the duopoly.
Among the networks to see the biggest change was Snap, which rose to third place in the overall non-gaming ranking for Western Europe, behind Facebook in first, and Google in second. Snap enjoys a 40.4 per cent share of the total volume of app installs, putting it comfortably ahead of its closest competitors, AppLovin, on 16.5 per cent, and IronSource, on 8.5 per cent.
While Facebook and Google continue to dominate both the global and Western Europe rankings overall, other players are emerging, particularly in the gaming market. AppLovin – whose network partners produce games including Talking Tom and Geometry Dash – cemented its No. 3 spot in gaming rankings behind Facebook and Google with 31.9 per cent of what’s left if you ignore Facebook and Google. IronSource almost doubled its market share at a global level, with a 23.4 per cent share.
The fastest growth by volume of app installs was realised by Apple Search Ads. The platform grew its share of the non-gaming market in Western Europe by 380 per cent over the course of the second half of 2018, attesting to projections Apple search ads are likely to generate $2bn in revenue for the company in 2020.
The report also notes that while Facebook and Google dominate the in-app install market, the idea that their dominance is ever-increasing is misplaced. In fact, AppsFlyer reports, the duopoly’s combined market share is the same in this edition of the Performance Index as it was in the previous one, both among gaming and non-gaming apps.
You can access the full report here.