The Data Behind 10 Years of iOS App Store
Download PDFJun, 2018 The Data Behind 10 Years
of the iOS App Store
–
2018
–
COPYRIGHT 2018
The iOS App Store
APPS THAT GENERATED MORE
THAN $1M IN CONSUMER SPEND
ON THE IOS APP STORE
Nearly
10
THOUSAND
TOTAL iOS APP STORE
CONSUMER SPEND
TOTAL NUMBER OF APPS AVAILABLE
ON THE iOS APP STORE
TOTAL iOS APP STORE
DOWNLOADS
MAY 2018
JULY 2010 – DECEMBER 2017
JULY 2010 – DECEMBER 2017
Over
$130
BILLION
Over
2.0
MILLION
Over
170
BILLION
SINCE JULY 2010
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COPYRIGHT 2018
3
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deliver the data and insights needed to succeed
in the app economy.
The information contained in this report is
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, the leading
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proprietary forecast model.
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Table of Contents
10 Years, 10 Highlights of the iOS App Store
6
The Top iOS Apps of All Time
17
A Trip Through Time: The Most Popular iOS Apps by Year
24
Read Further Analysis on the App Economy
34
10 Years, 10 Highlights
of the iOS App Store
COPYRIGHT 2018
iOS App Store Revenue Growth Outpaces Downloads, Nearly
Doubling Between 2015 and 2017
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1.
*Spend is gross, the iOS App Store’s fees are included
Worldwide iOS App Store Downloads
Worldwide iOS App Store Consumer Spend
Downloads (Billions)
USD (Billions)
6 YEAR CAGR: 15%
6 YEAR CAGR: 52%
The iOS App Store Generates Nearly Twice as Much Consumer
Spend as Google Play, Despite a Lower Device Install Base
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2.
Share of Worldwide Downloads
Share of Worldwide Consumer Spend
Note: Google Play is not available in China
iOS App Store
Google Play
iOS App Store
Google Play
iPhone Users in Select Markets Have Over 100 Apps Installed and
Use Over 40 Apps Each Month
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3.
Average Monthly Apps Installed and Used on iPhones in 2017 in Select Countries
Apps Used
Apps Installed
France
Indonesia
South Korea
Japan
Brazil
Germany
China
India
Australia
United States
United Kingdom
Mexico
APAC Accounts for Nearly 60% of iOS App Store
Consumer Spend
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4.
APAC’s rapid increase in global share of downloads and
consumer spend followed the release of the iPhone 6 and
iPhone 6 Plus in China
in October 2014
Downloads
Consumer
Spend
Share of iOS App Store Downloads and Spend by Region
Americas
APAC
EMEA
Games Account for 31% of Downloads, But 75% of Spend
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5.
iOS App Store Downloads in 2017
iOS App Store Consumer Spend in 2017
30.5B
$42.5B
EMEA
7.8B
Americas
7.9B
APAC
14.8B
EMEA
$6.0B
Americas
$11.3B
iPhone
6.8B
APAC
$25.2B
iPad
1.1B
Apps
4.7B
Games
2.0B
Apps
0.5B
Games
0.6B
iPhone
$8.4B
iPad
$3.0B
Apps
$3.2B
Games
$5.2B
Apps
$0.7B
Games
$2.3B
iPhone
6.7B
iPad
1.2B
Games
2.0B
Apps
4.7B
Games
0.6B
Apps
0.6B
iPhone
13.1B
iPad
1.7B
Apps
0.9B
Games
0.8B
Apps
9.7B
Games
3.4B
iPhone
$4.3B
iPad
$1.7B
Games
$2.3B
Apps
$2.0B
Games
$1.0B
Apps
$0.7B
iPhone
$22.9B
iPad
$2.3B
Apps
$0.4B
Games
$1.8B
Apps
$3.6B
Games
$19.3B
The United States Is the Largest Market by All-Time iOS App Store
Consumer Spend and Downloads
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6.
Rank
Country
Downloads (Billions)
1
United States
40.1
2
China
39.9
3
Japan
9.5
4
United Kingdom
8.0
5
Russia
4.5
6
France
4.5
7
Germany
4.1
8
Canada
3.9
9
Australia
3.4
10
Italy
2.9
Top Markets by All-Time iOS App Store Downloads
Note: All-Time refers to iOS App Store downloads from July 2010 to December 2017
Rank
Country
USD (Billions)
1
United States
$36.0
2
China
$27.7
3
Japan
$25.2
4
United Kingdom
$5.0
5
Australia
$3.3
6
Canada
$3.0
7
Germany
$2.6
8
France
$2.3
9
South Korea
$2.2
10
Taiwan
$2.1
Top Markets by All-Time iOS App Store Consumer Spend
Note: All-Time refers to iOS App Store consumer spend from July 2010 to December 2017
Over 4.5M Apps Have Been Released on the iOS App Store So Far
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7.
Games Account for an Increasing Proportion of Releases
Starting in September 2016,
Apple
enhanced its QA process
, resulting in
fewer, but higher quality, apps being
released and retained on the store.
Apps Outside of
Games
Games
Number of Apps (Millions)
Note: Release date is the first date an app ranked in the iOS App Store, for downloads or revenue, in any country
Cumulative Apps Released on the iOS App Store Worldwide
More Apps Than Ever Are Generating Millions of Dollars on the iOS
App Store Worldwide
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8.
$1M–$10M Spend
> $10M Spend
Number of Apps
Number of Apps With More Than $1M in Consumer Spend
5 YEAR CAGR: 30%
In-App Subscription Payments Have Allowed Apps (Excluding
Games) to Flourish on the iOS App Store
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9.
Documents to Go
Comics
Pandora Radio
Pandora Radio
Spotify
Spotify
Netflix
Quickoffice
Badoo
LINE
LINE
Pandora Radio
Netflix
Tencent Video
NAVIGON Europe
Quickoffice
Zoosk
Zoosk
LINE
LINE
Tinder
Messenger
Messenger
Skype
Skype
HBO NOW
Tinder
iQIYI
Shazam
Pandora Radio
Badoo
Badoo
Zoosk
HBO NOW
Pandora Radio
Apps with in-app
subscription
payments at time of
ranking
Worldwide Consumer Spend for Apps Excluding Games on the iOS App Store
Apple
revamped their subscription model
in September 2016
with iOS 10. Monetization options expanded, and subscriptions
were opened to additional app categories. 50% growth in spend
from 2016 to 2017 — fastest annual growth rate since 2011
In-app
subscriptions
first introduced
in February 2011
Worldwide Consumer
Spend in All Apps
Excluding Games
Top 5 Apps Excluding
Games by Worldwide
Consumer Spend
There’s Plenty More to Come for the iOS App Store
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10.
By 2022, Consumer Spend in the iOS App Store Will Reach $75.7B, up 80% From 2017
5 YEAR CAGR: 12.2%
USD (Billions)
Note: Spend is gross, the iOS App Store’s fees are included
Worldwide iOS App Store Consumer Spend
The Top iOS Apps of All Time
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Top Games by All-Time Worldwide Downloads
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Rank
Game
Company
Company Headquarters
1
Candy Crush Saga
Activision Blizzard
United States
2
Subway Surfers
Kiloo
Denmark
3
Fruit Ninja
Halfbrick
Australia
4
Clash of Clans
Supercell
Finland
5
Honour of Kings
Tencent
China
6
Minion Rush
Vivendi
France
7
Angry Birds
Rovio
Finland
8
Temple Run 2
Imangi
United States
9
Temple Run
Imangi
United States
10
Asphalt 8: Airborne
Vivendi
France
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Note:
– All-Time refers to iOS App Store downloads from July 2010 to May 2018
– Analysis excludes downloads from pre-installed apps
– Company displays the current owner of the listed app. It does not include companies that have previously owned the app
Top Games by All-Time Worldwide Consumer Spend
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Rank
Game
Company
Company Headquarters
1
Clash of Clans
Supercell
Finland
2
Candy Crush Saga
Activision Blizzard
United States
3
Monster Strike
mixi
Japan
4
Puzzle & Dragons
GungHo Online Entertainment
Japan
5
Honour of Kings
Tencent
China
6
Fantasy Westward Journey
NetEase
China
7
Game of War – Fire Age
MZ
United States
8
Fate/Grand Order
Sony
Japan
9
Clash Royale
Supercell
Finland
10
Pokémon GO
Niantic
United States
Note:
– All-Time refers to iOS App Store consumer spend from July 2010 to May 2018
– Analysis excludes consumer spend from pre-installed apps
– Company displays the current owner of the listed app. It does not include companies that have previously owned the app
Top Apps by All-Time Worldwide Downloads
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Rank
App
Company
Company Headquarters
1
United States
2
Facebook Messenger
United States
3
YouTube
United States
4
United States
5
WhatsApp Messenger
United States
6
Google Maps
United States
7
Snapchat
Snap
United States
8
Skype
Microsoft
United States
9
Tencent
China
10
Tencent
China
Note:
– All-Time refers to iOS App Store downloads from July 2010 to May 2018
– Analysis excludes downloads from pre-installed apps
– Company displays the current owner of the listed app. It does not include companies that have previously owned the app
Top Apps by All-Time Worldwide Consumer Spend
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Rank
App
Company
Company Headquarters
1
Netflix
Netflix
United States
2
Spotify
Spotify
Sweden
3
Pandora Music
Pandora
United States
4
Tencent Video
Tencent
China
5
Tinder
InterActiveCorp (IAC)
United States
6
LINE
LINE
Japan
7
iQIYI
Baidu
China
8
HBO NOW
Time Warner
United States
9
Kwai(
快手
)
OneSmile
China
10
Tencent
China
Note:
– All-Time refers to iOS App Store consumer spend from July 2010 to May 2018
– Analysis excludes consumer spend from pre-installed apps
– Company displays the current owner of the listed app. It does not include companies that have previously owned the app
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Rank
Company
Headquarters
1
Tencent
China
2
Supercell
Finland
3
NetEase
China
4
King
United Kingdom
5
MZ
United States
6
mixi
Japan
7
GungHo Online Entertainment
Japan
8
Electronic Arts
United States
9
Activision Blizzard
United States
10
BANDAI NAMCO
Japan
Rank
Company
Headquarters
1
Electronic Arts
United States
2
Tencent
China
3
Gameloft
France
4
Rovio
Finland
5
Glu
United States
6
Disney
United States
7
Zynga
United States
8
TabTale
Israel
9
Storm8
United States
10
Ubisoft
France
Note:
– All-Time refers to iOS App Store downloads and consumer spend from July 2010 to May 2018
– Analysis excludes downloads and consumer spend from pre-installed apps
– In the event of a company acquisition, app performance is assigned to the acquired company prior to the acquisition date, and to the acquiree after the acquisition date
Top Companies by All-Time iOS App Store
Downloads in Games
Top Companies by All-Time iOS App Store
Consumer Spend in Games
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Rank
Company
Headquarters
1
Tencent
China
2
InterActiveCorp (IAC)
United States
3
LINE
Japan
4
Netflix
United States
5
Spotify
Sweden
6
Pandora
United States
7
Baidu
China
8
Time Warner
United States
9
Microsoft
United States
10
Smule
United States
Rank
Company
Headquarters
1
United States
2
United States
3
Tencent
China
4
Baidu
China
5
Alibaba Group
China
6
Microsoft
United States
7
Outfit7
Cyprus
8
Amazon
United States
9
InterActiveCorp (IAC)
United States
10
Meitu
China
Top Companies by All-Time iOS App Store
Downloads Outside of Games
Top Companies by All-Time iOS App Store
Consumer Spend Outside of Games
Note:
– All-Time refers to iOS App Store downloads and consumer spend from July 2010 to May 2018
– Analysis excludes downloads and consumer spend from pre-installed apps
– In the event of a company acquisition, app performance is assigned to the acquired company prior to the acquisition date, and to the acquiree after the acquisition date
A Trip Through Time: The Most
Popular iOS Apps by Year
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1. Documents To
Go
2. Shazam
3. LogMeIn Ignition
4. Star Walk
5. NAVIGON
Europe
6. TomTom
Western Europe
7. Quickoffice
8. WhatsApp
Messenger
9. Hipstamatic
10. TomTom
Europe
1. Talking Tom Cat
2. Facebook
3. Skype
4. Windows Live
Messenger
5. Twitter
6. Google
7. Shazam
8. Google Earth
9. Bump
10. Netflix
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2010
●
Two years into the App Store, and at the beginning
of App Annie supplying the industry’s most trusted
data, social and communication apps such as
Facebook
,
Skype
and
Twitter
topped the
worldwide download charts for apps excluding
Games.
Facebook
has been among the top 10
most downloaded apps in every subsequent year.
●
WhatsApp Messenger
was a top consumer-spend-
generating app in 2010 (at the time they charged
a $0.99 upfront fee). In 2010, approximately 10%
of all app downloads on the iOS App Store were
paid. Year-to-date in 2018, less than 1% of
downloads have been paid.
●
Talking Tom Cat
, an Entertainment app from
Outfit 7
, was the most downloaded app in 2010.
This began a decade of success for Outfit 7, and
their apps have subsequently been downloaded
more than
7 billion times
globally.
Note:
– Top apps excluding Games on the iOS App Store worldwide
– Analysis excludes downloads and consumer spend from pre-installed apps
– 2010 data covers July 1st to December 31st
Consumer Spend
Downloads
1. Documents To Go
2. Quickoffice
3. NAVIGON Europe
4. WhatsApp
Messenger
5. Shazam
6. LogMeIn Ignition
7. TomTom Western
Europe
8. GoodReader
9. MotionX GPS Drive
10. Zinio
1. Facebook
2. Skype
3. Twitter
4. Talking Tom Cat 2
5. Instagram
6. Viber
7. Google
8. Talking Tom Cat
9. Bump
10. Emoji Free!
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2011
●
In 2011,
Instagram
entered the top 10 apps by
downloads following its release in October of the
previous year. By 2012, the year in which it was
acquired by Facebook,
Instagram
would become
the most downloaded app globally.
●
Bump
— an
award winning
app that allowed users
to share contacts and photos by bumping devices
together — was a top downloaded app in 2011.
Subsequently
acquired by Google
in 2013 and
discontinued in 2014
, the team went on to make
significant contributions to Google Photos and
Android Camera.
Note:
– Top apps excluding Games on the iOS App Store worldwide
– Analysis excludes downloads and consumer spend from pre-installed apps
Consumer Spend
Downloads
1. Instagram
2. YouTube
3. Skype
4. Facebook
5. Twitter
6. Chrome Browser
7. Shazam
8. Flashlight by
iHandy
9. Viber
10. eBay
1. Comics
2. Badoo
3. Quickoffice
4. WhatsApp
Messenger
5. Pandora Music
6. Documents To
Go
7. Zinio
8. LINE
9. MLB At Bat
10. Zoosk
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2012
●
With the release of iOS 6.0,
YouTube
no longer
came pre-installed on new iPhones. In 2012, a newly
released standalone version quickly became the
second most downloaded app of the year — a
powerful demonstration of mobile’s future promise
as a video streaming platform.
●
Dating apps
Badoo
and
Zoosk
became top
consumer-spend-generating apps in 2012. Over the
coming years, they were joined by the likes of
Tinder
,
Grindr
and
Lovoo
to make Dating one of the
most lucrative app categories.
●
MLB At Bat
launched in 2012 with a
range of
innovative features
. Subscription payments for
streamed content allowed it to quickly become a
top grossing app, and as of May 2018 it remained
the most used sports league app in the world.
Note:
– Top apps excluding Games on the iOS App Store worldwide
– Analysis excludes downloads and consumer spend from pre-installed apps
Consumer Spend
Downloads
1. YouTube
2. Google Maps
3. Skype
4. Facebook
5. Instagram
6. Snapchat
7. Facebook
Messenger
8. WhatsApp
Messenger
9. Twitter
10. Vine
1. Pandora Music
2. LINE
3. Zoosk
4. Skype
5. Badoo
6. LINE PLAY
7. Comics
8. MLB At Bat
9. Grindr
10. NYTimes
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2013
●
In 2013, the iOS App Store generated more than
$10 billion in consumer spend for the first time.
●
Pandora Music
hit the number 1 spot for
consumer spend in 2013. Pandora blazed a trail
for a music industry that has increasingly adopted
the mobile platform. In 2017, apps in the Music
category on the iOS App Store alone generated
more than $1 billion in worldwide consumer spend.
●
Snapchat
began its meteoric rise, appearing in the
top 10 for the first time since its 2011 release.
Note:
– Top apps excluding Games on the iOS App Store worldwide
– Analysis excludes downloads and consumer spend from pre-installed apps
Consumer Spend
Downloads
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2014
●
Facebook Messenger
immediately leapt to the
number 1 spot by downloads following
its
unbundling
from the main
Facebook
app.
Facebook Messenger
and
Facebook
remained
in the number 1 and 2 spots, respectively, until
2017.
●
Apple Pay was made available for the first time
in 2014.
Within 3 days
of the launch, 1 million
credit cards were registered with Apple Pay.
Mobile devices continue to grow in importance
as a personal financial hub. Worldwide in 2017,
there were over 1.4 billion app downloads from
the Finance category on the iOS App Store.
Note:
– Top apps excluding Games on the iOS App Store worldwide
– Analysis excludes downloads and consumer spend from pre-installed apps
Consumer Spend
Downloads
1. Pandora Music
2. LINE
3. Zoosk
4. Skype
5. Badoo
6. LINE PLAY
7. Spotify
8. Grindr
9. Match.com
10. Deezer
1. Facebook
Messenger
2. Facebook
3. YouTube
4. Instagram
5. WhatsApp
Messenger
6. Google Maps
7. Skype
8. Snapchat
9. Google
10. Twitter
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2015
●
In 2015, China overtook the United States to
become the largest market by iOS App Store
downloads.
●
Spotify
,
Hulu
,
Pandora Music
and
HBO NOW
all
ranked in the top 10 apps by consumer spend.
This was the strongest showing yet for
entertainment companies and demonstrated just
how lucrative the iOS App Store had become as a
streaming platform.
Note:
– Top apps excluding Games on the iOS App Store worldwide
– Analysis excludes downloads and consumer spend from pre-installed apps
Consumer Spend
Downloads
1. Facebook
Messenger
2. Facebook
3. YouTube
4. WhatsApp
Messenger
5. Instagram
6. Snapchat
7. Google Maps
8. QQ
9. Skype
10. WeChat
1. Spotify
2. Pandora Music
3. LINE
4. HBO NOW
5. Zoosk
6. Match.com
7. Skype
8. Tinder
9. Sing! by Smule
10. Hulu
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2016
●
In 2016, China overtook the US to become the
largest market by App Store consumer spend.
China began its reign as the largest iOS App Store
market by both downloads and consumer spend.
●
Apple
revamped their subscription model
in
September 2016. The iOS App Store saw 50%
growth in consumer spend from 2016 to 2017 —
the fastest annual growth rate since 2011. Apps
had become the epicenter for organizing the
services we use.
●
Chinese streaming giant
iQIYI
broke into the top
10 apps by spend for the first time in 2016. So far
in 2018,
iQIYI
remains one of the largest streaming
services by consumer spend in the world — driven
almost entirely by its performance in China.
Note:
– Top apps excluding Games on the iOS App Store worldwide
– Analysis excludes downloads and consumer spend from pre-installed apps
Consumer Spend
Downloads
1. Spotify
2. Netflix
3. LINE
4. Tinder
5. HBO NOW
6. Pandora Music
7. iQIYI
8. Hulu
9. Inke
10. Sing! by
Smule
1. Facebook
Messenger
2. Facebook
3. YouTube
4. WhatsApp
Messenger
5. Snapchat
6. Instagram
7. Uber
8. Google Maps
9. WeChat
10. QQ
`
`
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2017
●
China dominated the 2017 charts. Nearly half of
top apps were owned by China-headquartered
companies.
●
In June 2017, Apple celebrated the 10 year
anniversary of the iPhone and
released
the iPhone
X in November.
●
Apple also launched a
significant App Store
redesign
in September 2017. iOS 11 aimed to
make app discovery easier and more compelling
for users.
Note:
– Top apps excluding Games on the iOS App Store worldwide
– Analysis excludes downloads and consumer spend from pre-installed apps
Consumer Spend
Downloads
1. YouTube
2. Facebook
Messenger
3. Facebook
4. WeChat
5. Instagram
6. WhatsApp
Messenger
7. Google Maps
8. QQ
9. Taobao
10. Tencent Video
1. Netflix
2. Tencent Video
3. Tinder
4. iQIYI
5. Pandora Music
6. Spotify
7. Kwai(
快手
)
8. QQ
9. HBO NOW
10. LINE
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2018
●
Year-to-date in 2018,
Tik Tok
, a popular short
form video platform and social network from
China, has leapt to the number 1 spot by global
downloads.
Tik Tok
allows users to create and
share their own short music videos and recently
announced it had more than
150 million daily
users
in mainland China alone.
●
Netflix
sustained its number 1 spot for iOS App
Store consumer spend to start off 2018, in part
driven by its
continued international expansion
.
●
Each year has brought new iPhones, new OS
updates and new in-demand apps. What remains
constant in 2018 is mobile being at the center of
our lives – bringing us entertainment, connecting
us to work and friends, facilitating romance,
playing our favorite music and navigating us to
new places. The iOS App Store has brought
unparalleled digital access to millions of people
around the world and will continue to enhance our
lives as we head into
its 11th year and beyond
.
Note:
– Top apps excluding Games on the iOS App Store worldwide
– 2018 data covers January 1st to May 31st
– Analysis excludes downloads and consumer spend from pre-installed apps
Consumer Spend
Downloads
1. Netflix
2. Tencent Video
3. Tinder
4. iQIYI
5. Kwai(
快手
)
6. Pandora Music
7. YouTube
8. Youku
9. QQ
10. HBO NOW
1. Tik Tok
2. YouTube
3. Facebook
Messenger
4. Instagram
5. Facebook
6. WhatsApp
Messenger
7. WeChat
8. Google Maps
9. Snapchat
10. Gmail
●
The 2017-2022 App Economy Forecast: 6 Billion
Devices, $157 Billion in Spend & More
●
2017 Retrospective: A Monumental Year for the App
Economy
●
Top Predictions for the App Economy in 2018
●
Why Your Mobile Strategy Needs an App
●
New App Usage Report: How Many Apps Do Users
Install a Month?
●
Metrics That Matter for Product Managers: The
Fundamentals
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COPYRIGHT 2018
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Read Further Analysis on the App
Economy
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App Annie delivers the most trusted app market data and insights for your business to
succeed in the global app economy. Over 1 million registered users rely on App Annie to
better understand the app market, their businesses and the opportunities around them. The
company is headquartered in San Francisco with 450 employees across 15 global offices.
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COPYRIGHT 2018
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