Find out how users are discovering new applications in the main Marketplaces.

There are many options for users to discover new apps in Marketplaces. From the traditional “word of mouth” from family and friends to other methods of paid traffic and other organic sources (search engines, SEM or App Campaigns).

However, the most used way to discover Apps is the search in Marketplaces. Specifically, about half of the people surveyed claim to have found a new App by searching the IOS App Store as well as Android’s Google Play.

On average a user has about 80 Apps on his mobile device, but we must ask ourselves: what are these users looking for in Marketplaces to discover new Apps?

How do you discover the apps inside the Marketplaces?

There are many theories about users’ search patterns when looking for new Apps. Therefore, it is very complex to stick to one of them, however, when it comes to deciphering this valuable information that the market provides us with, there is a wide range of attribution trackers and analytical technology providers that help us to disaggregate data and to be able to make estimates based on behaviour through data analysis (Big Data).

On the other hand, we can already state that it is possible to consider certain hypotheses and ASO proposals valid in data by means of Google’s installs per keyword or Apple Search Ads scores.

Findings by brand

A study of the top 500 keywords in Marketplaces, found that in 90% of searches the keywords were brand names with an established reputation and known by most users.

The main conclusion was that app searches were closely linked to users’ knowledge of the entity or brand behind it.

On the other hand, approximately 10% of the remaining keywords were related to easy to use apps or games such as; photo editors, music, calculator or games.

What other concepts do users use when discovering new apps?

There are two types of search queries: browsing and category.

  • Browsing queries frame trademark searches, such as “Facebook” or “Shazam”.

  • Category or discovery searches refer to broad search terms, such as “free recipes” or “car games”.

Google counts 6 million unique phrases that have been searched for every month.

50 % of the users in Marketplaces search for Apps on a weekly basis, while 12 % of them do so on a daily basis.

In terms of the words suggested by search engines, brands also play a leading role. There are 10 suggested words for each letter of the alphabet. Of the total (260) only 5 % (13) are terms that do not contain trademarks.

Current scenario

According to the Statista website, as of Q4 2019, there were about 5,568,000 Apps in total in the Google Play, Apple App Store, Microsoft Store and Amazon App Store markets

With such a high number of apps in the markets, it is essential to increase their visibility in order to stand out from the competition.

The role of ASO positioning on app discovery

Although Marketplace search continues to lead in the volume of the discovery of new apps, there are other channels that can help increase the visibility of apps when they are discovered by users.

The improvement of SEO positioning (ASO in apps – App Store Optimisation -, is one of the main objectives for many organizations. In the era we live in, companies are aware of the importance of appearing on the Internet when users are looking for products or services and that is why efforts are increasingly focused on knowing how to position themselves effectively on Google.

Currently, positioning goes far beyond the results we find in search engines and this factor has reached the world of mobile apps, especially for those organizations that have one. For this reason, ASO positioning is of great relevance, which we could consider the equivalent of SEO positioning in the field of apps.

What is ASO?

The ASO (App Store Optimization), is in charge of increasing the visibility of an App in the Marketplaces. It follows a procedure very similar to that adopted in SEO positioning, making use of the keywords that users search for so that the App to be promoted appears among the first results. What do we achieve with this positioning?

  • Increase traffic to the App on Marketplaces.
  • Therefore, get a higher number of downloads.
  • Increase appearances in Marketplace search results.
  • Greater Engagement, or in other words, get the public to have a greater commitment to the brand.

Elements to take into account when optimizing our ASO Positioning

Once we have this important concept clear, let’s see how to play with different elements to achieve an optimization of it:

Title: It should describe in the most specific way possible what the App offers, what its functionalities are and what is expected from it.

Icon: It is necessary to bear in mind that the icon is one of the elements that, together with the name, more remain in the mind of the user, for that reason, we must make an effort to reflect in him the colours of the company or mark. It must be distinguishable from the competition and suggest quality.

Description: The description should be in line with the other elements, the objective is that it can make clear the functionalities it contains to a person who has never heard of the App in question. A good description could include about 3000-4000 characters plus a keyword in the body of the text.

Screenshots: They show the user what the App looks like internally and let him see how intuitive and simple it is in order to encourage downloads. In the Play Store 8 screenshots are allowed, while in the App Store only 5.

Categories or tags: It is essential to include the App within a category, as this makes it much easier for the user to search.

Social network links: Giving the user the opportunity to share the App is always a good asset to have. It is a very effective way to promote an App, taking into account the great importance that social networks have in our current society.

Ratings: It’s the only element we couldn’t control since they depend on our users. It is a very important factor to take into account because new users are very much guided by this kind of opinions from people who have already tried the App.

At Digizone, we know how the world of apps works from development to marketing. That’s why if you’re not creating your mobile app for fear that no one will download it, forget that!

We will be happy to help you from the ideation and conceptualization of the project, until the moment it is time to upload it to the different marketplaces and promote your app so that people can discover it and it can be downloaded by thousands of people.

Let’s talk!