ironSource, a company focused on app discovery, today announced its Q1 insights from the company’s Fastest Growing Apps platform, a free data and analytics tool that enables app developers to understand app market trends by identifying the categories and apps with the quickest acceleration of growth. According to the data, politically-oriented apps have increased dramatically in the quarter leading up to the elections, with data from Q1 showing over 60% growth in apps whose names or store descriptions in Google Play included one of the candidates’ names.
“The app industry continues to be a fast moving sector that evolves quickly and dynamically, making tracking tools like Fastest Growing Apps all the more important for developers looking to capitalize on shifting user interests to engage with their target audiences and drive growth,” said Omer Kaplan, CMO and Co-Founder of ironSource (pictured top left). “This latest data reflects the increasing importance mobile and digital play in today’s election landscape, and illuminates opportunities for developers looking for new ways to target users and increase installs.”
Gaming Category Most Heavily Impacted
Election-focused apps penetrated a variety of app categories in the Google Play Store, with these apps appearing in categories ranging from News and Entertainment (such as popular Entertainment apps, What Would Donald Say? and Hit the Politician.
Of the top 50 leading apps identified as being politically-oriented, the majority were in the Games and Entertainment categories, with 40% in Games and 20% in Entertainment, possibly contributing to this category’s jump in March as one of the top 10 Fastest Growing categories. Only 14% were in the News and Magazines category, indicating less interest in election coverage versus satirical candidate-specific apps.
Donald Trump Dominates
From the apps whose titles included the name of one of the presidential candidates, 75% involved Republican frontrunner Donald Trump, 12% included Hillary Clinton, and 11% focused on Bernie Sanders – mirroring both the controversial hype and interest surrounding Trump, and the tight race between the two Democratic frontrunners. The influx of Trump-focused apps include Punch the Trump, which received over 280K downloads in March and April, and other viral hits like Donald Trump: Flappy Hair and Angry Trump, a play on the popular Angry Birds.
Only 2% of apps with a candidate’s name in the title included Ted Cruz. The current first runner-up in the Republican primary race has only 3 apps, perhaps echoing the limited interest – or viral appeal and controversial buzz – covering the candidate and his campaign.
Mainstream Publishers Jump In
Capitalizing on the popularity and user interest in the current elections, other mobile publishers have also begun to incorporate election-focused features into their strategy. Notable apps such as Fox News and The Washington Post launched independent apps specifically focused on the elections. Other apps such as entertainment app, Comedy Central Play, and news app, Watchup, are also piggybacking off the hype with an ASO-focused strategy, incorporating relevant election terms and nominee names into their app store description in order to increase visibility and drive organic traffic.
Elsewhere in the App Store
More generally, the Gaming category continues to dominate – claiming the number one fastest growing app category for the third quarter in a row. Shopping saw a steep drop in growth this quarter, as user attention shifts after December and January’s holiday shopping craze. Social has also has been topping the charts this quarter, likely boosted by the launch of the viral social app MSQRD and it’s acquisition by Facebook, which is garnering mainstream appeal for an augmented reality app. Finally, Media & Video rose to #2 fastest growing category, likely due to the rise in popularity of music and video-editing apps such as musical.ly which is topping the US charts.
ironSource’s Fastest Growing Apps is updated monthly and includes all apps, from the well-known and trendy to the ones that may not be on your radar or appear in Google’s top 10 charts, but should still be recognized when looking at the overall industry trends since they have some of the highest percentages of growth. Insights for the Fastest Growing Apps tool are generated by an algorithm which analyzes the average growth of app categories and applications in the Google Play Store above 500K downloads. The algorithm takes into account the possibility of exceptional growth from a singular app and discards these outliers in order to prevent a biased outcome. The data shows which applications are topping each Google Play download range by average growth in downloads. This way, each app developer can see which apps are trending in his or her desired Google Play range and understand the growth of different subcategories.
ironSource is the world’s largest app discovery platform, connecting people with apps across different devices and touchpoints. At the core of the company is one of the only multi-touchpoint, people-focused data platforms in the world, which analyses data from over 800 million people every month. Using this data driven technology, ironSource provides mobile developers, carriers, device manufacturers, and brands tailored products to better understand and communicate with their customers. Founded in 2010, ironSource is a truly global company, with offices from Tel Aviv to London, New York, San Francisco, Beijing and Seoul. Read more at http://www.ironsrc.com