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1、HowUsersBehaveontheAppStores:The App Store vs.Google PlayContentsThe App Store&Google Play:Basic FactsFactors Impacting User Behavior on the App Store and Google PlayIncome&Spending PowerUser Experience(UX)Demographics and Other FactorsFinal ThoughtsHow to Embrace the Differences?App Monetization St

2、rategiesMarketing,User Acquisition,ASOA/B Testing,Validation&DesignHow Users Behave on the App Stores:The App Store vs.Google Play2Differences&Similarities in User BehaviorApp DiscoveryAcquisitionMonetization PreferencesExploration of an Apps Product Page:Perception of IconsExamining ScreenshotsWatc

3、hing VideosLeaving&Evaluating RatingsLeaving&Reading ReviewsReading DescriptionsGoogle Play and the App Store are the two biggest app marketplaces in the world with a global,joint market share exceeding 95%in terms of app downloads.They both constantly evolve,adding more features&tools for developer

4、s,publishers and marketers.Their design also changed over the years,to better connect apps with people.In 2023,they seem to be more similar than ever before.They are different though,and their users too.For example,creative assets that perform well on the App Store dont have to deliver the same resu

5、lts on Google Play,and vice versa.Those differences are often significant enough for marketers,designers and developers to take notice and adjust their strategies.How is user behavior similar and how is it different on Google Play and the App Store?How are these differences visible on app product pa

6、ges and how to embrace them to achieve success on both stores?To answer these questions,we turn to publicly available information,as well as our own data&statistics:mostly results of A/B tests,conducted with our platform SplitMetrics Optimize.First,we take a look at possible factors impacting the be

7、havior of users exploring the App Store and Google Play.Next,we examine areas where differences are visible.Finally,we wrap things up by sharing some actionable tips to use these differences for ones advantage.3Variant AVariant B36%CVR23%CVR98k RATINGS4.9AGE RATING9+Years OldCHART#1Entertainment98k

8、RATINGS4.9AGE RATING9+Years OldCHART#1Entertainment98k RATINGS4.9AGE RATING9+Years OldCHART#1EntertainmentGamepadDeveloper NameGET43%CPI63%CVRLearn More About Your AudienceTest their preferences with SplitMetrics Optimize.Book a DemoHow Users Behave on the App Stores:The App Store vs.Google Play01In

9、 order to better understand these stores and their users,lets summarize some basic facts about them.The App Store is available for iOS while Google Play is a marketplace for Android.What is their global market share in terms of active devices?Statista provides following data:The App Store&Google Pla

10、y:Basic FactsFirst,lets examine the geographic presence of these two systems.Android devices dominate in Asia,Africa and South America,constituting over 80%of active mobile systems in those regions.Android also has a strong position in Europe,with an average market share of 60%.However,there are a c

11、ouple of countries where Android loses ground to iOS.In the United Kingdom,iOS takes a slight lead with 51%compared to Androids 47%,while in Norway,iOS holds the majority with 63%against Androids 37%.For comparison,in Poland Android commands an 82%share.In Germany 56.91%.In North America iOS is comm

12、anding a 58.95%majority.It enjoys the biggest market share in the key market of the USA with over 62%(all data is available at Statcounter).Android71.44%iOS27.89%Asia and Africa80%20%Europe60%40%The United Kingdom47%51%Norway63%37%The United States of America56%44%IOSAndroid4How Users Behave on the

13、App Stores:The App Store vs.Google PlayNext,lets examine the revenue generated on these two stores.Globally,the App Store has been consistently delivering 70%of it according to figures available on Statista and Data.ai.How is that possible?As weve shown on the previous page,iOS enjoys in general a b

14、igger market share in countries where consumers have good spending power.There are also additional factors:Apple provides its users with a complete,premium ecosystem of software&hardware.Its global average selling price(ASP)is around$1000.Googles Android is an open platform and many manufacturers ca

15、n offer devices using this system.They come in all shapes and sizes.Their average ASP is around$250 globally.Premium models start with$400,contributing to the global average of$780 for this segment of devices,according to the data by Counterpoint.Not only are iOS devices enjoyed in markets with adva

16、nced economies theyre also popular among affluent consumers.However,dont underestimate Android users by any means.Given their sheer global number,they are just as valuable for app growth.5App spending in billion U.S.dollars6.22018Q32019Q32020Q12021Q12020Q3 2021Q2 2021Q3 2022Q1 2022Q2 2022Q3 01020304

17、07.78.410.311.711.312.110.710.610.411.614.515.91920.620.821.521.821.921.2Google PlayThe App StoreSource:StatistaHow Users Behave on the App Stores:The App Store vs.Google Play02The basic facts describing these two app stores show that they and their users are different.But what specific factors shap

18、e user behavior?Factors Impacting User Behavior on the App Store and Google Play6Google Play23%Subscription revenues2022$17.1BThe App Store77%How Users Behave on the App Stores:The App Store vs.Google PlayIncome&Spending PowerLets take a look at the example of app monetization through subscriptions

19、and how users with sufficient financial resources are more likely to be interested in them.According to Business of Apps,subscription revenues increased to$17.1 billion in 2022,and iOS was responsible for 77%of that revenue.Data available on Statista confirms that its twice as expensive to acquire a

20、 subscriber on Google Play than on the App Store!IOSAndroid7Source:The App StoreSource:Google PlayHow Users Behave on the App Stores:The App Store vs.Google PlayUser Experience(UX)Design of an apps page reflects the customer journey,which is also impacted by the design.How exactly?Take a look at the

21、 screenshots on the left.It may seem that the App Store places a greater emphasis on visual elements than Google Play,as preview images are visibly larger there.One can hypothesize that screenshots seem to be one of the most crucial elements for conversion rates on the App Store.A comparison between

22、 an apps page on the App Store and Google Play(1out of3).Notice the bigger size of preview images on the App Store.8Source:The App StoreSource:Google PlayA comparison between an apps page on the App Store and Google Play(2out of3).Larger size of images on the App Store is especially visible for apps

23、 using vertical screenshots.However,the hypothesis that the position in the layout is more important than the physical size of images is also valid.Thus,miniatures can be safely reduced to bring other elements of an apps page higher.Either way,just a quick glance at this element of a product page is

24、 enough to conclude that both the App Store and Google Play require careful and unique approach to optimizing images.How Users Behave on the App Stores:The App Store vs.Google Play9What about age,gender or nationality?Do these matter?On a category level they do,absolutely.However,with increasing foc

25、us on privacy on both stores,its better to rely on empirical data and tests to understand users and their journeys.Demographics and Other FactorsSource:Google PlaySource:The App StoreHow Users Behave on the App Stores:The App Store vs.Google PlayA comparison between an apps page on the App Store and

26、 Google Play(3out of3).Notice the similarity of entire layouts.03What user behaviors are impacted by aforementioned factors?Differences&Similarities in User Behavior10How Users Behave on the App Stores:The App Store vs.Google PlayApp DiscoveryBoth Google Play as well as the App Store employ sophisti

27、cated ranking algorithms to deliver the most relevant search results for their users.They are different in some areas though.For example:on Google Play,the long textual description is an organic ranking factor and on the App Store it isnt.The App Store also utilizes a keyword field,an element not pr

28、esent on Google Play.App category is the biggest factor behind search popularity&patterns.However,the role of the long textual description showcases the importance of generic keywords related to functionality on Google Play.For comparison,our data indicates that over 60%of all searches on the App St

29、ore are branded.According to Branch,the more popular a keyword is the higher the probability of it being a name of a brand.App discovery is the process which implies that users become aware of the existence of an app.First,lets discuss searching the primary way of finding new apps in general.On the

30、App Store,70%of people use the Search function to find new apps,and the majority of downloads are a direct result of it.Google Play is no different in this matter.Test All Aspects of User Behavior in SplitMetrics OptimizeOn both Google Play and the App Store,even before the app goes live!Book a Demo

31、Editorials,collections of apps curated by experts and store recommendations are a key part of app discovery.Data provided by Insiderintelligence shows that close to 44%of users discover apps by simply browsing app stores.This explains the big role of branded keywords.The App Store editorial team fre

32、quently highlights new and noteworthy apps,and curates app collections based on themes and genres.The top charts on the App Store also play a significant role in app discovery,with many users browsing the top free or paid apps to find new apps to download.The App Store has established a strong brand

33、 when it comes to editorial work,but Google Play is also putting considerable effort into helping users and apps connect.The key takeaway is this:dont underestimate the importance of building brand awareness to your app visibility and increase conversion rates on both app stores.Apples curation,sele

34、ction and quality control are big assets of the App Store.11Source:The App StoreHow Users Behave on the App Stores:The App Store vs.Google P to data gathered by Statista and AppsFlyer,the average conversion rate on both the App Store and Google Play is just over 30%,reflecting the proportion of the

35、number of all installs to traffic from all possible paid&organic sources.There are considerable differences in conversion rates for app categories and individual sources of traffic.For example,Apple Search Ads Search results ads on the App Store are known for high conversion rates,on average reachin

36、g 60%according to Apple Search Ads.However,conversion rates over 80%are possible to attain for certain categories,confirmed with our own benchmark data.App category and traffic source(internal ad systems like Apple Search Ads,social media campaigns and so on)are the most important factors behind use

37、rs behavior on an apps product page,but some differences for Google Play and the App Store are still visible.For example,as weve already mentioned,acquiring a subscribing user on Google Play is twice as expensive on Google Play than on the App Store.12Following all the trends and keeping up with the

38、 ever evolving app landscape on the App Store can be challenging.Stay on top of them with SplitMetrics Apple Search Ads Benchmark Dashboard.How Users Behave on the App Stores:The App Store vs.Google PlayAcquisition13Monetization PreferencesAccording to Statista,only 3%of apps on Google Play and 5.5%

39、of apps on the App Store required a payment before installation.The rest relied overwhelmingly on in-app monetization strategies,from utilizing in-app advertising,through in-app purchases to various forms of subscription.Still,in-app purchases are a key source of revenue for apps on both stores.Busi

40、ness of Apps states that in-app purchases accounted for 48.2%of all app store consumer spending(with past data indicating no big discrepancies between the two platforms).However,a report by Appsflyer showed that the average purchase amount on iOS was twice as much than on Android($12.77 vs$6.19 resp

41、ectively).Besides that,subscription revenues increased to$17.1 billion in 2022 and iOS was responsible for 77%of that revenue,according to data published by Business of Apps.In-app advertisements are vital for both iOS and Android,although a certain subset of users will be interested in a purchase o

42、r a subscription eliminating or limiting them.With all the data weve shared in this document so far,we can deduce that this subset of users is higher on the App Store than on Google Play.The way an app is monetized is crucial for engagement,but also has the potential to impact a users decision to do

43、wnload it.How Users Behave on the App Stores:The App Store vs.Google PlayBook a DemoGrow Your App on Google Play&the App StoreTry our A/B testing platform for cost effective growth.Exploration of an Apps Product PageAn apps page is the place where all these differences can be tracked and embraced fo

44、r best effect.Through A/B testing and experiments,we can gain insights into users intentions and state of mind.Examining how users explore our app pages helps to truly understand the differences in customer journeys happening on the App Store and Google Play.This is the area we have first-hand data

45、and experience,thanks to our A/B testing&optimization platform SplitMetrics Optimize.We were able to find interesting differences in how users perceive and interact with various elements of product to Clickto InstallAvg.Timeon Page7.66s6.52sTime to Clickto InstallAvg.Timeon Page8.36s7.45sImprovement

46、Winning Probability2.5%97.5%ImprovementWinning Probability18.197.5%Click to InstallRate 0.8%18.1%EngagementRate89.1%Click to InstallRate 1.1%24.1%EngagementRate90.4%App Feature TestABVariation A-Control VariationVariation B Winning Variation-BHow Users Behave on the App Stores:The App Store vs.Googl

47、e PlayPerception of IconsGoogle Play used to allow icons of apps and games to take a variety of shapes,while Apple enforced strict guidelines from the very beginning of the App Store for aunified and consistent look.In 2023,both app stores encourage a standardized look.Now,browse them a little and y

48、oull notice that icons are different for the same apps on them.Why is that?The answer is simple:the same icons that contributed to high tap-through and conversion rates on one store didnt perform so well on the other one,and publishers adapted.The biggest publishers of the most successful apps condu

49、ct experiments for nearly all creative assets on their product pages.App icon,visible both in search results and on an apps page is one of the most scrupulously tested visual assets.The question of WHY a particular variation won for Google Play but failed on the App Store is much more difficult to a

50、nswer and is best resolved app-by-app with A/B testing.Category plays a role here,but frequently its an app-by-app case.Based on our internal data and results of experiments from SplitMetrics Optimize we can confirm that its a common occurrence,not only for icons,but other visual assets as well.15So

51、urce:The App StoreSource:Google PlayHow Users Behave on the App Stores:The App Store vs.Google PlayAngry Birds 2 by Rovio:the app got a 13%better conversion rate thanks to A/B testing of screenshots.CVR increased by 20%.As a result of screenshots optimization,CPI from different sources decreased by

52、30%for Rockbite Games and Deep Town:Mining Idle Tycoon.FiftyThree:their Paper app got 33%more installs after A/B testing of screenshots for the App Store.16Examining ScreenshotsScreenshots,right next to icons,are the most extensively tested element of an apps product page.They have a big impact on c

53、onversion uplift when chosen wisely.This begs the question:what is the impact of optimizing screenshots on Google Play compared to the App Store?We can confirm the big impact of screenshots on conversion rate uplift on the App Store.Here are some of the cases studies proving that:Source:SplitMetrics

54、How Users Behave on the App Stores:The App Store vs.Google PlayThe importance of screenshots for user acquisition results in impressive creativity on the side of marketers&publishers.Take the example of panoramic screenshots which are quite popular on the App Store.Panoramic screenshots encourage sc

55、rolling through them.Why panoramic screenshots arent popular on Google Play?Technical challenges may be the biggest factor.The need to optimize creatives for various screen types,unavoidable gaps between images and less smooth scrolling may discourage publishers from using this format.However,even o

56、n the App Store they should be used wisely.They can,but they dont have to impact the scroll depth and download rate positively.17Panoramic screenshots encourage scrolling through them.Source:The App StoreHow Users Behave on the App Stores:The App Store vs.Google PlayThere are instances where variati

57、ons of app product pages perform better without panoramic screenshots than with them.Its always a good idea to analyze apps most similar to yours while making design decisions.The best idea is to test everything yourself.Zhanna RadovnaCustomer Success Manager at SplitMetrics18Increasing scroll depth

58、 can significantly improve an apps conversion rate.We reported in our ASO Benchmarks and Mobile Trends Report that less than 50%of people go beyond the first two screenshots and 7%reach the fifth one.However,there are app&game categories(e.g.RPG,Strategy)where a big part of the visitors will scroll

59、up to the end to view the features important to them.In this case,6-7 screenshots are usually enough to show all benefits&mechanics.On the other hand,for very popular apps&games,users are satisfied with just aquick glance and install the app or game without any interactions or scrolling through scre

60、enshots.ASO Benchmarks&Mobile Trends Report2022Based on 2000+A/B tests via SplitMetrics OptimizeASO Benchmarks and Mobile Trends 2022 ReportDownload the ReportEquip yourself with practical insights into ASO for Puzzle games and Lifestyle&Social Networking apps,discover key benchmarks for these categ

61、ories on the App Store&Google Play,and get a deeper understanding of the emerging mobile market trends.How Users Behave on the App Stores:The App Store vs.Google PlayThe app category is probably the biggest factor when it comes to the role of screenshots,although there are additional ones to keep in

62、 mind.For example,weve discovered that visitors are more likely to scroll to the end of the gallery with the portrait screenshots rather than with the landscape ones.It seems that so far there are no notable differences between users exploring pages of apps on Google Play and the App Store.However,t

63、he case study of Hobnob shows that what works for Google Play doesnt have to work on the App Store and vice versa:A set of 5 screenshots with the same background against a set of screenshots with different backgrounds was tested.On Google Play,the set with the same background led to an increase in c

64、onversion.Based on these findings,it was decided to implement the same style on the App Store.Unfortunately,contrary to expectations,there was a decrease in the conversion rate!19Two variations of screenshots for Hobnob.One won on Google Play,the other on the App Store.Source:SplitMetricsHow Users B

65、ehave on the App Stores:The App Store vs.Google Play20To wrap up our screenshot section and answer all the questions:Screenshots have a big impact on conversion rates on both the App Store and Google Play.Remember that your primary goal is to make a user download an app.It all depends on app categor

66、y and functionality.It can be absolutely acceptable if a user sees just one or two images if that leads to a good conversion rate.Because of the same reason,dont force solutions that dont bring results.For example,panoramic screenshots can be effective on the App Store.However,if they dont work for

67、your app drop them.Dont assume that what works for one store will do well on the other.Your data&results of A/B tests are the most valuable knowledge at your disposal.01020304New screenshots of Hobnob that performed well on Google Play,reduced the conversion rate on the App Store by 20%.Ultimately,t

68、he brand decided to keep the old design,despite it not being in line with the current branding.To learn more about Hobnob,their tests for Google Play and the App Store,and how app optimization with SplitMetrics altered this companys trajectory and triggered 64%conversion boost,read the full case stu

69、dy.How Users Behave on the App Stores:The App Store vs.Google PlayWatching VideosThe required length for video is 15-30 seconds for the App Store and 30-120 seconds for Google Play.Publishers usually create a 30 second app preview for both iOS and Android.Users on Google Play are more likely to watc

70、h app preview videos than users on the App Store.Our internal data acquired with SplitMetrics Optimize allows us to estimate the average view rate to be 10-12 seconds for iOS and 17-18 seconds for Android.In general,we recommend uploading shorter videos.We ran experiments with 20 previews 20 seconds

71、 long,but they consistently performed worse than 15-second videos.Its also worth it to run an experiment with and without a video preview.In some cases variations without a video preview perform better.If thats the case for your app but you still want to have a video preview in the search results tr

72、y portrait screenshots with a landscape video preview.The video preview will be in the search results,but it will be lower on the app page under the portrait screenshots(for iOS).Natalie TishkevichSenior Customer Success Specialist21How Users Behave on the App Stores:The App Store vs.Google PlayLeav

73、ing&Evaluating RatingsAccording to data provided by 42matters users on the App Store seem to be more forgiving than those on Google Play,with distribution of ratings showing the 4,5+being the most frequent ones.An apps rating can have a dramatic impact on its conversion rate.As we found out,improvin

74、g your apps rating from 2.X to 3.X leads to a 306%increase in conversion.Moving from 3.X to 4.X boosts it by 80%.Theres a colossal improvement in conversion rate between 3.X and 4.X rating,but not that much for 5.0.Is a perfect rating suspicious?Find out more in our article.22Source:SplitMetricsPost

75、-install activity engagement rates%of consumers willing to consider downloading an app0%25%50%75%100%How Users Behave on the App Stores:The App Store vs.Google PlayLeaving&Reading ReviewsThe same article on 42matters also shows that 51.57%of apps on Google Play have at least one review,compared to 4

76、2.86%of those on the App Store.A quick glance at the comments on Google Play shows that its a challenging environment.But do these reviews matter?How deep into reviews do users go and are there any significant differences between Google Play and App Store?Data from our experiments show that up to 25

77、%of users on iOS and 19%on Android will scroll down to the review widget,but only a small percentage of them will open it and read the reviews.This 6%difference may seem like much,but in the grand scale of things its just not enough for publishers to take a different approach to managing reviews on

78、these stores.23How Users Behave on the App Stores:The App Store vs.Google PlayReading DescriptionsHow important is the long description of an apps functionality?The average time spent on an apps product page is just a matter of seconds on both platforms.Regardless of any differences in the number of

79、 interactions with the“Read more”section,our own data shows that were talking about an activity taken by no more than 2-2.5%of all visitors to an apps product page.What does this mean?Google Play users may read the description more,but on the strategic&operational its not a population big enough.Ale

80、x LaptenokCustomer Success Team Lead at SplitMetrics04Both app stores offer opportunities for growth&making profit for those willing hard to work on it.How to embrace the differences between them for best results?How to Embrace These Differences?App Monetization StrategiesThe differences in monetiza

81、tion preferences may have a bigger impact on smaller developers and publishers,who may prioritize one store over the other(at least for some time).The truth is this:apps that matter are on both Google Play and the App Store.An overwhelming majority of them utilizes multiple monetization strategies,s

82、imply observing variations in share of revenue between the two stores.Striking the right balance between monetization tactics is a much bigger challenge,as users can be alienated by some of them,regardless of the system theyre using.Ultimately,giving users some freedom of choice may be the best solu

83、tion.24How Users Behave on the App Stores:The App Store vs.Google PlayMarketing,User Acquisition,ASOTest&validate your app to explore and understand your audience on Google Play and the App Store separately.Demographic differences that shape popularity of app categories call for a measured and data-

84、based approach.Here are some tips on marketing,user acquisition,ASO:Conduct ASO separately for each store,strictly according to their technical guidelines.Take full advantage of marketing tools that they offer,like Custom Store Listings on Google Play,Custom Product Pages on the App Store.Remember h

85、ow diverse people are on these two marketplaces:localize your assets whenever you can and keep a track of holidays and events important on all the markets your app tries to reach.Test&validate your app to explore and understand your audience on Google Play and the App Store separately.Demographic di

86、fferences that shape popularity of app categories call for a measured and data-based approach01020304My recommendations for 2023:create a consistent user journey,to an app store through advertising,to the onboarding inside the app.The second one that Im personally in love with is the culturalization

87、 of creatives,so we can adopt them to different groups of users.Anastasiia BaranchikovaSenior ASO Specialist at Prequel25How Users Behave on the App Stores:The App Store vs.Google PlayA/B Testing,Validation&DesignIts difficult to assess which particular factor led to a specific element on an apps pa

88、ge performing well or poorly and frequently.This is why collecting your own data is so important.Book a DemoRun Pre-Launch Tests with SplitMetrics Optimizefor both the App Store&Google Play26How Users Behave on the App Stores:The App Store vs.Google PlayRun pre-launch tests for both stores and monit

89、or differences in user behavior.The earlier your start,the easier and cost effective this process will be.Youll get insights into user preferences in the early stages of development,when key decisions regarding monetization,engagement&retention strategies are shaped.Dont use the exact same screensho

90、ts&videos for both stores.Use panoramic screenshots on iOS if possible,but with caution and preferably after a thorough competitive research and tests.0102Given the differences between the two stores we discussed,we can recommend to:05Final ThoughtsBoth app stores grow and constantly evolve.Its diff

91、icult to predict how similar or different theyll become in the future,but wed like to share these three pieces of advice that will always work:27Be flexible.Give users a choice in how they engage with your app.Be ready that certain practices(like monetization)will always benefit some users while ali

92、enating others.Be ready to highlight features and value that works best on each store.Treat the App Store and Google Play individually.Regardless how similar they become,this approach will always pay off.Dont be afraid to experiment.Observations on trends&design patterns can be helpful,but tests and

93、 experiments sometimes bring surprises that creative marketers can use to gain an edge over competition.How Users Behave on the App Stores:The App Store vs.Google PlayUnlock App GrowthSplitMetrics is an ecosystem of enterprise-grade products and services to simplify your way to business success.Auto

94、mate and optimize Apple Search Ads at scaleRun A/B tests,validate ideas&concepts,enhance ASOEnsure app growth at every stage of the lifecycleLearn more about SplitMetrics ecosystem via or get in touch with us at .Reach out to us to discuss your mobile marketing strategy with SplitMetrics experts and book a demo.