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App stores drive mobile app discovery for many Americans

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: The top way US internet users discover new mobile apps is by searching or browsing app stores, cited by 44% of those surveyed for Airship by Sapio Research.

Beyond the chart:

  • We forecast US spending on mobile app install ads will grow 15.5% to reach $23.81 billion this year.
  • More than one-fifth, or $5.20 billion, of that spend will go to Apple, while the digital ad duopoly will take roughly one-third ($4.17 billion for Google and $3.69 billion for Meta).

Use this chart:

  • Justify budget allocation to app store advertising.
  • Show how word-of-mouth is still a powerful marketing tool.

More like this:

More Chart of the Day:

Methodology: Data is from an Airship survey conducted by Sapio Research as cited in a May 2023 press release. 11,000 respondents ages 18+ were surveyed in Brazil, Canada, France, Germany, Indonesia, Singapore, South Africa, Thailand, the UK, and the US during February 2023. Airship is a provider of mobile engagement solutions.