Table of contents
- Data, data, data
- Global mobile at a glance
- ATT opt-in rates
- Cost per install: global
- Regional CPI, CTR, CVR: top countries
- Ad networks & platforms: top gainers
- Ad spend growth by country
- Hottest genres with the most downloads: global
- Key metrics by vertical
- Platform share: iOS, Android, web
- Paid vs organic installs
- Partner contributions: RevenueCat, Fluent, Mistplay
Also available in: English, Chinese, Korean, Portuguese, Spanish
Data, data, data
Welcome to the second Singular Quarterly Trends Report. We’re sharing Singular’s perspective on the mobile marketing space, along with insights from a few partners.
High-level: what changed
- ATT opt-in on iOS dropped sharply
- CPI has jumped for most categories
- Meta, Google, TikTok, and Apple Search Ads gained the most new advertisers
- Google, Meta, TikTok, and AppLovin gained the most new ad spend
- USA, UK, Canada, and Germany increased the most in ad spend
- Hyper casual remained the most popular game category on Android, but Casual took over on iOS
- Entertainment was the most popular app category on both Android and iOS
- Ad spend grew significantly on iOS, while web held steady
Besides the trillions of consumer touches in the data from partners, the data in this report is based on a significant slice of Singular’s data:
Our intention is that this dataset will continue to grow and that the insights we derive from it will expand from quarter to quarter.
Global mobile at a glance
Everyone is fully aware that mobile is massive.
Globally, we’re seeing huge numbers:
This is a mobile ecosystem of staggering size and complexity. And it drives a huge amount of spending, in apps but also in the real world.
Two vendors, Samsung and Apple, control most of the device sales in this space, but the two players that really matter are Google and Apple. 70% of smartphones globally run Google’s Android operating system, which will likely get Privacy Sandbox sometime in 2024, or in 2025. 30% run Apple’s iOS system, which has massively changed for marketers in the past few years with App Tracking Transparency and SKAdNetwork.
iOS punches above its weight class because it’s largely a phone for wealthier people and countries, but both matter.
Our goal is to provide data that helps illuminate how mobile marketing professionals can navigate this space, benchmark their own first-party data, and find nuggets of insight for growth. Here are some data-driven views on this space that we hope you’ll find useful.
ATT opt-in rates
Overall ATT opt-in
Opt-in rates dropped sharply in Q1 2024 from the previous quarter.
Last quarter 18.9% of responses to the App Tracking Transparency prompt were positive: yes, you can track. In Q1 of 2024, that dropped to 15.9% … a 16% decrease from one quarter to the next.
Note: this can and does grow. Many apps do not request tracking permission immediately, so the percentage can grow over time. Conversely but also less likely, it could also decrease if people take the trouble to dig into settings and revoke permissions.
ATT opt-in: gaming vs non-gaming
Games are much more likely to get an immediate positive response to the ATT prompt, and this was increasingly true last quarter. In the previous quarter there was only a .95% absolute difference between gaming and non-gaming ATT response rates.
In Q1 2024? That gap widened to 4.1%.
ATT opt-in by gaming verticals
As usual, there was a massive diversity in ATT opt-in rates across different verticals in Q1.
Racing was the outlier this quarter, along with music, adventure, and card games. Trivia, casino, puzzle, and family games get the least number of opt-ins as a percentage of installs.
Note: educational games are generally aimed at children and therefore cannot request tracking permission, explaining the 0% opt-in rate.
ATT opt-in by non-gaming verticals
Art & Design as well as Food & Drink top the list for ATT opt-in by non-gaming apps. Weather and Maps & Navigation stay high from the previous quarter.
ATT double opt-in
For many tracking, measurement, and targeting purposes, App Tracking Transparency requires double opt-in: a yes on the publisher app that is displaying an ad, and a yes on the advertiser app that the ad is for.
Your effective ATT acceptance rate depends on both, which limits the usefulness of getting a positive answer to the ATT prompt.
As you can see, if you’re getting a 20% opt-in rate on both the app that’s showing an ad and the app that the ad is promoting, approximately 4% of your installs are fully trackable via IDFA.
That’s not impressive.
On the other hand, if you’re above average and getting 40% on both, 16% of your installs are now trackable. That might sound small, and it is, but at scale it’s a significant percentage which you can use as modeling guidance for your overall ad spend and optimization.
Cost per install: global
Android games
- Global CPI: $0.73 ⬆️ $0.12
- Global CTR: 3.23% ⬇️ .58
- Global IPM: 3.54 ⬇️ 1.55
Casino games continue to have the highest cost per install globally, just like last quarter. But prices have gone up from $3.82 last quarter to $5.39 in Q1. The same increase is happening in the card game genre as well, jumping from $2.55 last quarter to $3.39 this quarter.
Not all prices have increased, however. Strategy games were $2.01. Now they’re cheaper: $1.74.
Android non-gaming
- Global CPI: $0.43 ⬇️ $0.07
- Global CTR: 3.07% ⬇️ .11
- Global IPM: 4.31 ⬆️ .35
Fintech is still at the top of the leaderboard in terms of CPI for Android, but retail, which was $1.73 per install in the Christmas quarter of 2023, is now down to $0.83. And finance apps are cheaper now too: down to $1.62 from last quarter’s $2.22.
One vertical that is more expensive now: Sports is at $1.41 per install in Q1 2024 versus $1 in Q4 2023. That’s possibly influenced by March Madness, the Super Bowl in February, and other sporting events.
iOS games
- Global CPI: $2.74 ⬆️ $0.51
- Global CTR: 4.08% ⬇️ .2
- Global IPM: 0.8 ⬇️ .31
CPI for iOS games jumped in Q1 2024.
While Casino games lead both this quarter and last quarter, pricing jumped slightly from $7.28 to $7.50. Other genres jumped much more significantly, with Card games nearly doubling in price to $6.52 and Board games rocketing up more than $2 to $6.52.
iOS non-gaming
- Global CPI: $0.81 ⬆️ $0.11
- Global CTR: 3.11% ⬇️ .44
- Global IPM: 3.6 ⬇️ .33
Fintech app install pricing softened in Q1, dropping to $3.52 from the previous quarter’s $3.89. Shopping/retail app install pricing remained flat, however.
As on Android, Sports apps were up (almost $1 on iOS), and Productivity apps were up as well.
Regional CPI, CTR, CVR: top countries
| Country | CPI | CTR | CVR |
|---|---|---|---|
| Afghanistan | $0.06 | 5.86% | 11.22% |
| Albania | $0.15 | 8.11% | 7.65% |
| Algeria | $0.05 | 5.95% | 10.71% |
| American Samoa | $0.48 | 3.15% | 6.78% |
| Andorra | $0.28 | 5.82% | 7.37% |
| Angola | $0.07 | 6.03% | 13.33% |
| Anguilla | $0.17 | 5.86% | 7.86% |
| Antigua and Barbuda | $0.40 | 5.41% | 5.18% |
| Argentina | $0.17 | 2.20% | 14.12% |
| Armenia | $0.09 | 5.85% | 11.61% |
| Aruba | $0.36 | 5.43% | 6.09% |
| Australia | $2.20 | 3.15% | 7.58% |
| Austria | $1.16 | 2.92% | 8.14% |
| Azerbaijan | $0.07 | 5.82% | 18.87% |
| Bahamas (the) | $0.47 | 4.02% | 7.82% |
| Bahrain | $0.30 | 5.79% | 5.83% |
| Bangladesh | $0.03 | 5.45% | 17.18% |
| Barbados | $0.26 | 6.26% | 5.85% |
| Belarus | $0.09 | 3.76% | 20.09% |
| Belgium | $0.97 | 2.50% | 8.89% |
| Belize | $0.14 | 4.97% | 9.95% |
| Benin | $0.09 | 8.68% | 5.81% |
| Bermuda | $0.76 | 3.81% | 6.09% |
| Bhutan | $0.10 | 3.88% | 8.10% |
| Bolivia (Plurinational State of) | $0.07 | 4.48% | 14.12% |
| Bonaire, Sint Eustatius and Saba | $0.35 | 9.20% | 4.27% |
| Bosnia and Herzegovina | $0.15 | 4.28% | 11.15% |
| Botswana | $0.12 | 5.67% | 11.76% |
| Brazil | $0.17 | 3.06% | 21.93% |
| Brunei Darussalam | $0.11 | 4.91% | 11.94% |
| Bulgaria | $0.25 | 3.15% | 11.03% |
| Burkina Faso | $0.24 | 9.95% | 4.20% |
| Burundi | $0.09 | 6.70% | 7.14% |
| Cabo Verde | $0.11 | 4.58% | 9.66% |
| Cambodia | $0.12 | 3.40% | 9.45% |
| Cameroon | $0.08 | 4.82% | 9.04% |
| Canada | $2.48 | 3.18% | 6.13% |
| Cayman Islands (the) | $0.53 | 4.28% | 7.38% |
| Central African Republic (the) | $0.10 | 5.98% | 8.12% |
| Chad | $0.10 | 8.58% | 7.55% |
| Chile | $0.29 | 2.44% | 16.79% |
| Colombia | $0.15 | 3.01% | 15.75% |
| Comoros (the) | $0.10 | 6.86% | 4.86% |
| Congo (the Democratic Republic of the) | $0.09 | 16.34% | 2.99% |
| Congo (the) | $0.07 | 7.27% | 12.02% |
| Cook Islands (the) | $0.48 | 2.32% | 7.81% |
| Costa Rica | $0.21 | 3.64% | 13.73% |
| Côte d’Ivoire | $0.07 | 6.65% | 10.96% |
| Croatia | $0.38 | 2.82% | 13.91% |
| Curaçao | $0.27 | 6.11% | 5.55% |
| Cyprus | $0.39 | 3.24% | 11.08% |
| Czechia | $0.38 | 2.55% | 13.22% |
| Denmark | $1.30 | 4.48% | 3.37% |
| Djibouti | $0.11 | 5.84% | 10.60% |
| Dominica | $0.19 | 5.06% | 8.46% |
| Dominican Republic (the) | $0.18 | 5.35% | 8.04% |
| Ecuador | $0.09 | 4.08% | 16.80% |
| Egypt | $0.07 | 4.42% | 10.56% |
| El Salvador | $0.15 | 4.05% | 11.41% |
| Equatorial Guinea | $0.09 | 7.03% | 6.61% |
| Estonia | $0.43 | 4.00% | 9.06% |
| Eswatini | $0.08 | 4.59% | 12.39% |
| Ethiopia | $0.08 | 6.50% | 10.50% |
| Faroe Islands (the) | $0.70 | 5.31% | 3.38% |
| Fiji | $0.14 | 5.11% | 10.14% |
| Finland | $0.85 | 2.90% | 9.38% |
| France | $1.28 | 2.18% | 7.15% |
| French Guiana | $0.20 | 3.73% | 12.96% |
| French Polynesia | $0.21 | 3.98% | 11.12% |
| Gabon | $0.06 | 6.03% | 11.95% |
| Gambia (the) | $0.11 | 6.86% | 7.55% |
| Georgia | $0.14 | 4.73% | 10.32% |
| Germany | $1.50 | 2.50% | 8.95% |
| Ghana | $0.19 | 5.15% | 7.77% |
| Gibraltar | $0.64 | 5.37% | 5.32% |
| Greece | $0.45 | 2.87% | 10.01% |
| Greenland | $0.81 | 3.16% | 4.74% |
| Grenada | $0.22 | 5.33% | 6.43% |
| Guadeloupe | $0.31 | 2.71% | 9.91% |
| Guam | $0.99 | 2.70% | 6.18% |
| Guatemala | $0.13 | 4.36% | 13.40% |
| Guernsey | $1.03 | 6.02% | 3.53% |
| Guinea | $0.08 | 9.69% | 6.34% |
| Guinea-Bissau | $0.09 | 7.93% | 6.88% |
| Guyana | $0.09 | 4.72% | 14.10% |
| Haiti | $0.15 | 6.39% | 7.70% |
| Honduras | $0.15 | 5.73% | 7.71% |
| Hong Kong | $0.67 | 3.87% | 7.84% |
| Hungary | $0.35 | 2.21% | 13.78% |
| Iceland | $1.15 | 4.49% | 4.83% |
| India | $0.10 | 3.33% | 10.00% |
| Indonesia | $0.14 | 2.95% | 13.24% |
| Iraq | $0.05 | 7.89% | 9.44% |
| Ireland | $1.11 | 2.76% | 7.47% |
| Isle of Man | $0.67 | 6.10% | 3.30% |
| Israel | $0.48 | 5.23% | 5.76% |
| Italy | $0.80 | 2.30% | 8.50% |
| Jamaica | $0.29 | 5.59% | 5.78% |
| Japan | $0.60 | 1.83% | 18.49% |
| Jersey | $3.14 | 5.00% | 4.54% |
| Jordan | $0.33 | 4.13% | 7.92% |
| Kazakhstan | $0.06 | 3.93% | 21.29% |
| Kenya | $0.10 | 3.94% | 14.34% |
| Korea (the Republic of) | $0.45 | 3.02% | 17.48% |
| Kuwait | $0.52 | 2.91% | 7.22% |
| Kyrgyzstan | $0.03 | 7.78% | 22.75% |
| Lao People’s Democratic Republic (the) | $0.08 | 4.03% | 9.35% |
| Latvia | $0.33 | 3.20% | 9.72% |
| Lebanon | $0.13 | 6.72% | 5.85% |
| Lesotho | $0.09 | 4.15% | 11.76% |
| Liberia | $0.13 | 5.06% | 8.39% |
| Libya | $0.08 | 3.57% | 14.39% |
| Liechtenstein | $0.78 | 4.18% | 8.28% |
| Lithuania | $0.30 | 3.19% | 12.12% |
| Luxembourg | $0.83 | 4.34% | 5.20% |
| Macao | $0.43 | 4.04% | 9.31% |
| Madagascar | $0.07 | 4.73% | 14.81% |
| Malawi | $0.08 | 5.98% | 10.02% |
| Malaysia | $0.36 | 3.11% | 7.40% |
| Maldives | $0.23 | 4.20% | 8.41% |
| Mali | $0.13 | 9.52% | 5.41% |
| Malta | $0.56 | 3.88% | 9.88% |
| Marshall Islands (the) | $0.35 | 3.36% | 8.00% |
| Martinique | $0.29 | 3.44% | 9.67% |
| Mauritania | $0.09 | 9.53% | 6.30% |
| Mauritius | $0.14 | 5.26% | 11.24% |
| Mayotte | $0.16 | 4.48% | 10.46% |
| Mexico | $0.34 | 2.49% | 13.12% |
| Micronesia (Federated States of) | $0.18 | 3.64% | 9.15% |
| Moldova (the Republic of) | $0.10 | 5.43% | 15.23% |
| Monaco | $0.28 | 5.56% | 8.36% |
| Mongolia | $0.07 | 5.84% | 9.60% |
| Montenegro | $0.15 | 3.46% | 9.06% |
| Morocco | $0.08 | 4.08% | 13.10% |
| Mozambique | $0.08 | 6.63% | 10.61% |
| Myanmar | $0.02 | 7.33% | 12.95% |
| Namibia | $0.12 | 4.79% | 13.88% |
| Nauru | $1.56 | 1.08% | 7.46% |
| Nepal | $0.04 | 6.60% | 7.52% |
| Netherlands (the) | $1.47 | 2.68% | 7.86% |
| New Caledonia | $0.32 | 3.91% | 8.36% |
| New Zealand | $1.76 | 2.75% | 8.00% |
| Nicaragua | $0.16 | 4.87% | 8.75% |
| Niger (the) | $0.08 | 9.85% | 3.76% |
| Nigeria | $0.11 | 2.56% | 20.98% |
| Northern Mariana Islands (the) | $0.45 | 3.29% | 6.79% |
| Norway | $1.40 | 4.11% | 4.19% |
| Oman | $0.20 | 3.40% | 11.59% |
| Pakistan | $0.07 | 6.33% | 6.40% |
| Palau | $0.44 | 3.30% | 5.28% |
| Palestine, State of | $0.05 | 8.09% | 11.32% |
| Panama | $0.19 | 3.94% | 13.48% |
| Papua New Guinea | $0.13 | 4.71% | 11.00% |
| Paraguay | $0.08 | 5.06% | 13.58% |
| Peru | $0.16 | 3.24% | 14.03% |
| Philippines (the) | $0.16 | 2.73% | 12.18% |
| Poland | $0.37 | 2.06% | 17.46% |
| Portugal | $0.59 | 2.07% | 13.58% |
| Puerto Rico | $0.72 | 5.41% | 4.69% |
| Qatar | $0.36 | 3.33% | 11.50% |
| Republic of North Macedonia | $0.15 | 6.04% | 7.92% |
| Réunion | $0.23 | 4.58% | 9.34% |
| Romania | $0.29 | 2.77% | 14.97% |
| Russian Federation (the) | $0.07 | 3.72% | 32.53% |
| Rwanda | $0.10 | 6.58% | 9.90% |
| Saint Kitts and Nevis | $0.36 | 4.68% | 5.91% |
| Saint Lucia | $0.23 | 6.21% | 5.68% |
| Saint Martin (French part) | $0.53 | 2.60% | 7.78% |
| Saint Pierre and Miquelon | $0.66 | 3.83% | 3.51% |
| Saint Vincent and the Grenadines | $0.19 | 6.34% | 6.25% |
| Samoa | $0.18 | 3.87% | 7.21% |
| San Marino | $0.45 | 4.76% | 6.06% |
| Saudi Arabia | $0.32 | 4.32% | 9.30% |
| Senegal | $0.08 | 6.07% | 9.32% |
| Serbia | $0.17 | 2.69% | 11.96% |
| Seychelles | $0.04 | 4.46% | 38.63% |
| Sierra Leone | $0.10 | 7.75% | 5.41% |
| Singapore | $0.69 | 3.97% | 9.05% |
| Sint Maarten (Dutch part) | $0.39 | 8.51% | 3.91% |
| Slovakia | $0.27 | 3.27% | 13.26% |
| Slovenia | $0.39 | 3.39% | 13.49% |
| Solomon Islands | $0.10 | 6.26% | 5.98% |
| Somalia | $0.06 | 8.57% | 10.24% |
| South Africa | $0.35 | 3.45% | 11.57% |
| South Sudan | $0.09 | 4.99% | 9.94% |
| Spain | $0.84 | 2.89% | 7.55% |
| Sri Lanka | $0.08 | 3.83% | 13.81% |
| Sudan (the) | $0.03 | 10.93% | 10.98% |
| Suriname | $0.11 | 5.00% | 8.59% |
| Sweden | $1.17 | 4.27% | 4.54% |
| Switzerland | $1.70 | 3.92% | 6.37% |
| Taiwan (Province of China) | $0.48 | 1.64% | 23.49% |
| Tajikistan | $0.04 | 7.00% | 15.98% |
| Tanzania, United Republic of | $0.13 | 3.80% | 13.02% |
| Thailand | $0.40 | 2.82% | 9.51% |
| Timor-Leste | $0.06 | 5.56% | 9.67% |
| Togo | $0.07 | 7.66% | 9.56% |
| Tonga | $0.27 | 3.30% | 6.77% |
| Trinidad and Tobago | $0.23 | 6.58% | 6.16% |
| Tunisia | $0.07 | 4.95% | 10.67% |
| Turkey | $0.20 | 3.25% | 10.75% |
| Turks and Caicos Islands (the) | $0.47 | 4.65% | 6.15% |
| Uganda | $0.11 | 5.37% | 10.02% |
| Ukraine | $0.13 | 3.18% | 14.23% |
| United Arab Emirates (the) | $0.40 | 2.86% | 17.31% |
| United Kingdom of Great Britain and Northern Ireland (the) | $2.13 | 2.64% | 6.52% |
| United States of America (the) | $2.84 | 2.95% | 8.31% |
| Uruguay | $0.17 | 3.61% | 14.15% |
| Uzbekistan | $0.03 | 5.36% | 29.61% |
| Vanuatu | $0.16 | 6.60% | 5.57% |
| Venezuela (Bolivarian Republic of) | $0.07 | 4.17% | 12.28% |
| Viet Nam | $0.16 | 4.03% | 9.99% |
| Virgin Islands (British) | $0.41 | 4.38% | 6.12% |
| Virgin Islands (U.S.) | $0.70 | 4.41% | 5.21% |
| Western Sahara | $1.52 | 2.22% | 1.38% |
| Yemen | $0.11 | 4.32% | 7.87% |
| Zambia | $0.08 | 5.56% | 13.74% |
| Zimbabwe | $0.08 | 6.22% | 11.12% |
Ad networks & platforms: top gainers
Gained the most advertisers
Advertisers are flocking to the familiar. Many of the ad networks and platforms that gained the highest number of Singular customers in Q1 2024 are very well known:
Gained the most spend
Unlike last quarter, there was a significant increase in ad spend in Q1 2024. Here are the top gainers among the ad platforms on Singular:
- Meta
- TikTok Ads
- AppLovin
- Apple Search Ads
- IronSource
- Snap Ads
- Unity Ads
- Amazon Advertising
- Verizon Media
- Yahoo! Japan
- Microsoft Advertising
- Line Ads
- Chartboost
- InMobi
- Yandex
- Baidu
- ByteDance
- UnionAD
Ad spend growth by country
Last quarter very few countries showed ad spend growth throughout the quarter. In Q1 of 2024, many countries did grow ad spend intra-quarter as overall global spend jumped 41.3%.
Part of that is to be expected just based on seasonality: January is a bit of a break from the busy Christmas quarter. But part of that is likely overall industry growth as well.
Here are the top ad spend gainers:
- United States
- United Kingdom
- Canada
- Germany
- Australia
- France
- India
- Japan
- Mexico
- South Korea
- Spain
- Brazil
- Italy
- Taiwan
- Indonesia
Hottest genres with the most downloads: global
Android games
Hyper casual games were down sharply as a percentage of overall installs from 36% last quarter to 21% in Q1. That probably looks more significant than it really is, however, as Hyper casual games are upscaling somewhat, growing into Casual games. Not coincidentally, Casual games jumped from 13% to 18% of downloads.
Action and Puzzle games both jumped in popularity as a percentage of total downloads, with Action almost doubling it’s share of installs from last quarter.
Android non-gaming
Entertainment stays at the top of the leaderboard in Q1 2024, but Social dropped from 15% of installs to just under 8%.
Photo & Video dropped about half as well.
iOS games
We’re seeing the same shift in iOS as we did on Android: growth of the Casual gaming genre at the expense of the Hyper casual category. Hyper casual dropped from almost 18% of all installs in Q4 of last year to not quite 10%.
Action games almost doubled to 6% in Q1, while Puzzle games were also gainers.
iOS: non-gaming
Entertainment, Music & Audio, and Lifestyle continue to own the top 3 spots for iOS app download percentage, but Entertainment snatched the lead from Music & Audio in Q1.
Travel, which was 12.4% of iOS app downloads in Q4 2023, dropped to just under 6% in Q1 of 2024.
Key metrics by vertical
Click-through rates: games
Remember those massive Casino CPIs? CTRs, on the other hand, not so hot. The highest click-through rate genre remains Racing from last quarter, while Hyper casual jumps up a place.
In general: CTR is down.
The highest categories achieved CTRs in the 10-12% range last quarter. In Q1 of 2024, those CTRs are only 6-7%.
Click-through rates: apps
CTRs for Photo & Video apps remain about the same as last quarter, with Social, Photo & Video, and Entertainment still leading the pack.
Interestingly, Weather jumped up in Q1 from 1.77% to 2.2%. Shopping/retail is also up, while Travel is down.
IPM: games
In Q1 2024 Trivia, Educational, and Racing games are installs per thousand ad impressions outliers. In fact, Educational is way up from just over 11 to Q1’s 23.
Music is way down, however, from almost 37 installs per thousand impression to not quite 25.
IPM: apps
IPM is down across the board for apps in Q1, with no categories getting as high as 30 app installs per thousand ad impressions, while Q4 had 2 and another close category.
Music & Audio retains top spot, but Maps & Navigation jumps from fifth to second. Business apps IPM almost doubled to nearly 12 installs per mille.
Platform share: iOS, Android, web
For Q1 2024, ad spend split was 40% iOS, 37% Android, and 23% web.
That’s significant growth on iOS from 36%, a drop on Android from 41%, while web basically held steady.
Platform spend by country
| Country | Platform | % of Total Cost |
|---|---|---|
| Aruba | iOS | 36.87% |
| Android | 61.04% | |
| Desktop & Web | 2.08% | |
| Afghanistan | iOS | 29.42% |
| Android | 67.97% | |
| Desktop & Web | 2.61% | |
| Angola | iOS | 26.26% |
| Android | 69.24% | |
| Desktop & Web | 4.50% | |
| Anguilla | iOS | 45.24% |
| Android | 51.04% | |
| Desktop & Web | 3.72% | |
| Albania | iOS | 62.25% |
| Android | 31.23% | |
| Desktop & Web | 6.52% | |
| Andorra | iOS | 49.01% |
| Android | 37.85% | |
| Desktop & Web | 13.15% | |
| United Arab Emirates (the) | iOS | 43.15% |
| Android | 34.30% | |
| Desktop & Web | 22.55% | |
| Argentina | iOS | 14.88% |
| Android | 66.77% | |
| Desktop & Web | 18.35% | |
| Armenia | iOS | 43.48% |
| Android | 50.15% | |
| Desktop & Web | 6.37% | |
| American Samoa | iOS | 46.35% |
| Android | 47.23% | |
| Desktop & Web | 6.42% | |
| Antarctica | iOS | 26.82% |
| Android | 70.45% | |
| Desktop & Web | 2.72% | |
| Antigua and Barbuda | iOS | 27.21% |
| Android | 70.23% | |
| Desktop & Web | 2.56% | |
| Australia | iOS | 38.80% |
| Android | 32.77% | |
| Desktop & Web | 28.43% | |
| Austria | iOS | 31.49% |
| Android | 57.37% | |
| Desktop & Web | 11.14% | |
| Azerbaijan | iOS | 30.35% |
| Android | 65.22% | |
| Desktop & Web | 4.42% | |
| Burundi | iOS | 11.09% |
| Android | 80.47% | |
| Desktop & Web | 8.45% | |
| Belgium | iOS | 32.43% |
| Android | 48.95% | |
| Desktop & Web | 18.62% | |
| Benin | iOS | 19.83% |
| Android | 65.37% | |
| Desktop & Web | 14.81% | |
| Bonaire, Sint Eustatius and Saba | iOS | 48.32% |
| Android | 48.14% | |
| Desktop & Web | 3.54% | |
| Burkina Faso | iOS | 4.66% |
| Android | 25.92% | |
| Desktop & Web | 69.42% | |
| Bangladesh | iOS | 12.10% |
| Android | 78.00% | |
| Desktop & Web | 9.90% | |
| Bulgaria | iOS | 24.96% |
| Android | 57.22% | |
| Desktop & Web | 17.81% | |
| Bahrain | iOS | 54.41% |
| Android | 39.55% | |
| Desktop & Web | 6.04% | |
| Bahamas (the) | iOS | 36.09% |
| Android | 62.26% | |
| Desktop & Web | 1.66% | |
| Bosnia and Herzegovina | iOS | 27.30% |
| Android | 67.89% | |
| Desktop & Web | 4.80% | |
| Saint Barthélemy | iOS | 47.76% |
| Android | 46.03% | |
| Desktop & Web | 6.21% | |
| Belarus | iOS | 19.54% |
| Android | 78.67% | |
| Desktop & Web | 1.79% | |
| Belize | iOS | 24.70% |
| Android | 71.01% | |
| Desktop & Web | 4.29% | |
| Bermuda | iOS | 53.41% |
| Android | 42.90% | |
| Desktop & Web | 3.70% | |
| Bolivia (Plurinational State of) | iOS | 15.06% |
| Android | 79.46% | |
| Desktop & Web | 5.48% | |
| Brazil | iOS | 18.73% |
| Android | 63.54% | |
| Desktop & Web | 17.73% | |
| Barbados | iOS | 42.27% |
| Android | 53.39% | |
| Desktop & Web | 4.34% | |
| Brunei Darussalam | iOS | 43.12% |
| Android | 55.15% | |
| Desktop & Web | 1.73% | |
| Bhutan | iOS | 41.49% |
| Android | 55.51% | |
| Desktop & Web | 2.99% | |
| Botswana | iOS | 32.74% |
| Android | 56.46% | |
| Desktop & Web | 10.81% | |
| Central African Republic (the) | iOS | 16.68% |
| Android | 78.24% | |
| Desktop & Web | 5.08% | |
| Canada | iOS | 40.73% |
| Android | 33.13% | |
| Desktop & Web | 26.14% | |
| Switzerland | iOS | 47.55% |
| Android | 40.39% | |
| Desktop & Web | 12.06% | |
| Chile | iOS | 18.52% |
| Android | 58.83% | |
| Desktop & Web | 22.65% | |
| China | iOS | 77.11% |
| Android | 7.68% | |
| Desktop & Web | 15.20% | |
| Côte d’Ivoire | iOS | 30.80% |
| Android | 57.77% | |
| Desktop & Web | 11.43% | |
| Cameroon | iOS | 20.81% |
| Android | 71.96% | |
| Desktop & Web | 7.22% | |
| Congo (the Democratic Republic of the) | iOS | 20.14% |
| Android | 76.65% | |
| Desktop & Web | 3.20% | |
| Congo (the) | iOS | 34.00% |
| Android | 60.32% | |
| Desktop & Web | 5.69% | |
| Cook Islands (the) | iOS | 41.73% |
| Android | 48.73% | |
| Desktop & Web | 9.54% | |
| Colombia | iOS | 33.37% |
| Android | 51.10% | |
| Desktop & Web | 15.53% | |
| Comoros (the) | iOS | 14.39% |
| Android | 81.76% | |
| Desktop & Web | 3.86% | |
| Cabo Verde | iOS | 34.76% |
| Android | 63.05% | |
| Desktop & Web | 2.19% | |
| Costa Rica | iOS | 17.33% |
| Android | 71.35% | |
| Desktop & Web | 11.32% | |
| Cuba | iOS | 48.83% |
| Android | 51.14% | |
| Desktop & Web | 0.04% | |
| Curaçao | iOS | 38.54% |
| Android | 58.08% | |
| Desktop & Web | 3.38% | |
| Cayman Islands (the) | iOS | 46.77% |
| Android | 47.87% | |
| Desktop & Web | 5.36% | |
| Cyprus | iOS | 32.43% |
| Android | 53.20% | |
| Desktop & Web | 14.37% | |
| Czechia | iOS | 23.43% |
| Android | 66.08% | |
| Desktop & Web | 10.49% | |
| Germany | iOS | 33.03% |
| Android | 49.83% | |
| Desktop & Web | 17.13% | |
| Djibouti | iOS | 14.14% |
| Android | 78.41% | |
| Desktop & Web | 7.45% | |
| Dominica | iOS | 24.33% |
| Android | 72.59% | |
| Desktop & Web | 3.08% | |
| Denmark | iOS | 45.70% |
| Android | 26.93% | |
| Desktop & Web | 27.37% | |
| Dominican Republic (the) | iOS | 24.82% |
| Android | 70.51% | |
| Desktop & Web | 4.67% | |
| Algeria | iOS | 10.56% |
| Android | 86.03% | |
| Desktop & Web | 3.41% | |
| Ecuador | iOS | 25.10% |
| Android | 66.97% | |
| Desktop & Web | 7.93% | |
| Egypt | iOS | 24.19% |
| Android | 69.02% | |
| Desktop & Web | 6.79% | |
| Eritrea | iOS | 8.46% |
| Android | 75.06% | |
| Desktop & Web | 16.49% | |
| Western Sahara | iOS | 11.88% |
| Android | 72.36% | |
| Desktop & Web | 15.76% | |
| Spain | iOS | 25.81% |
| Android | 39.72% | |
| Desktop & Web | 34.46% | |
| Estonia | iOS | 38.49% |
| Android | 52.62% | |
| Desktop & Web | 8.89% | |
| Ethiopia | iOS | 9.00% |
| Android | 79.84% | |
| Desktop & Web | 11.17% | |
| Finland | iOS | 23.43% |
| Android | 47.11% | |
| Desktop & Web | 29.46% | |
| Fiji | iOS | 21.76% |
| Android | 65.62% | |
| Desktop & Web | 12.62% | |
| Falkland Islands (the) [Malvinas] | iOS | 29.75% |
| Android | 68.46% | |
| Desktop & Web | 1.79% | |
| France | iOS | 36.50% |
| Android | 42.83% | |
| Desktop & Web | 20.68% | |
| Faroe Islands (the) | iOS | 56.30% |
| Android | 39.85% | |
| Desktop & Web | 3.85% | |
| Micronesia (Federated States of) | iOS | 44.38% |
| Android | 53.14% | |
| Desktop & Web | 2.48% | |
| Gabon | iOS | 21.96% |
| Android | 74.31% | |
| Desktop & Web | 3.73% | |
| United Kingdom of Great Britain and Northern Ireland (the) | iOS | 41.87% |
| Android | 35.64% | |
| Desktop & Web | 22.48% | |
| Georgia | iOS | 49.91% |
| Android | 43.68% | |
| Desktop & Web | 6.41% | |
| Guernsey | iOS | 58.10% |
| Android | 39.23% | |
| Desktop & Web | 2.67% | |
| Ghana | iOS | 20.58% |
| Android | 28.01% | |
| Desktop & Web | 51.42% | |
| Gibraltar | iOS | 64.27% |
| Android | 32.15% | |
| Desktop & Web | 3.57% | |
| Guinea | iOS | 30.30% |
| Android | 65.42% | |
| Desktop & Web | 4.27% | |
| Guadeloupe | iOS | 33.91% |
| Android | 56.95% | |
| Desktop & Web | 9.13% | |
| Gambia (the) | iOS | 35.88% |
| Android | 58.21% | |
| Desktop & Web | 5.91% | |
| Guinea-Bissau | iOS | 17.08% |
| Android | 81.80% | |
| Desktop & Web | 1.13% | |
| Equatorial Guinea | iOS | 27.09% |
| Android | 69.83% | |
| Desktop & Web | 3.08% | |
| Greece | iOS | 23.31% |
| Android | 46.74% | |
| Desktop & Web | 29.95% | |
| Grenada | iOS | 31.05% |
| Android | 65.71% | |
| Desktop & Web | 3.24% | |
| Greenland | iOS | 55.10% |
| Android | 41.52% | |
| Desktop & Web | 3.38% | |
| Guatemala | iOS | 13.09% |
| Android | 77.30% | |
| Desktop & Web | 9.60% | |
| French Guiana | iOS | 42.05% |
| Android | 52.08% | |
| Desktop & Web | 5.87% | |
| Guam | iOS | 50.83% |
| Android | 47.11% | |
| Desktop & Web | 2.06% | |
| Guyana | iOS | 44.25% |
| Android | 52.26% | |
| Desktop & Web | 3.49% | |
| Hong Kong | iOS | 46.58% |
| Android | 37.43% | |
| Desktop & Web | 16.00% | |
| Honduras | iOS | 14.58% |
| Android | 81.09% | |
| Desktop & Web | 4.33% | |
| Croatia | iOS | 21.92% |
| Android | 69.36% | |
| Desktop & Web | 8.72% | |
| Haiti | iOS | 6.56% |
| Android | 91.63% | |
| Desktop & Web | 1.81% | |
| Hungary | iOS | 24.39% |
| Android | 61.30% | |
| Desktop & Web | 14.31% | |
| Indonesia | iOS | 18.18% |
| Android | 78.17% | |
| Desktop & Web | 3.66% | |
| Isle of Man | iOS | 58.49% |
| Android | 40.23% | |
| Desktop & Web | 1.28% | |
| India | iOS | 9.81% |
| Android | 76.20% | |
| Desktop & Web | 13.99% | |
| Ireland | iOS | 26.39% |
| Android | 40.11% | |
| Desktop & Web | 33.50% | |
| Iran (Islamic Republic of) | iOS | 53.13% |
| Android | 46.82% | |
| Desktop & Web | 0.05% | |
| Iraq | iOS | 31.90% |
| Android | 66.75% | |
| Desktop & Web | 1.35% | |
| Iceland | iOS | 45.53% |
| Android | 48.60% | |
| Desktop & Web | 5.87% | |
| Israel | iOS | 39.21% |
| Android | 51.84% | |
| Desktop & Web | 8.95% | |
| Italy | iOS | 32.75% |
| Android | 44.26% | |
| Desktop & Web | 22.99% | |
| Jamaica | iOS | 19.70% |
| Android | 76.65% | |
| Desktop & Web | 3.65% | |
| Jersey | iOS | 16.31% |
| Android | 10.56% | |
| Desktop & Web | 73.13% | |
| Jordan | iOS | 27.46% |
| Android | 22.89% | |
| Desktop & Web | 49.65% | |
| Japan | iOS | 45.47% |
| Android | 43.96% | |
| Desktop & Web | 10.57% | |
| Kazakhstan | iOS | 36.23% |
| Android | 62.32% | |
| Desktop & Web | 1.45% | |
| Kenya | iOS | 8.34% |
| Android | 77.60% | |
| Desktop & Web | 14.06% | |
| Kyrgyzstan | iOS | 22.70% |
| Android | 76.57% | |
| Desktop & Web | 0.74% | |
| Cambodia | iOS | 63.13% |
| Android | 34.36% | |
| Desktop & Web | 2.51% | |
| Kiribati | iOS | 16.85% |
| Android | 68.86% | |
| Desktop & Web | 14.29% | |
| Saint Kitts and Nevis | iOS | 40.52% |
| Android | 57.05% | |
| Desktop & Web | 2.42% | |
| Korea (the Republic of) | iOS | 25.85% |
| Android | 70.13% | |
| Desktop & Web | 4.02% | |
| Kuwait | iOS | 68.77% |
| Android | 28.37% | |
| Desktop & Web | 2.86% | |
| Lao People’s Democratic Republic (the) | iOS | 45.19% |
| Android | 52.85% | |
| Desktop & Web | 1.96% | |
| Lebanon | iOS | 52.64% |
| Android | 41.91% | |
| Desktop & Web | 5.45% | |
| Liberia | iOS | 35.13% |
| Android | 59.29% | |
| Desktop & Web | 5.58% | |
| Libya | iOS | 35.25% |
| Android | 63.15% | |
| Desktop & Web | 1.59% | |
| Saint Lucia | iOS | 28.56% |
| Android | 67.44% | |
| Desktop & Web | 4.00% | |
| Liechtenstein | iOS | 47.34% |
| Android | 48.00% | |
| Desktop & Web | 4.66% | |
| Sri Lanka | iOS | 26.11% |
| Android | 57.46% | |
| Desktop & Web | 16.43% | |
| Lesotho | iOS | 18.26% |
| Android | 68.94% | |
| Desktop & Web | 12.80% | |
| Lithuania | iOS | 32.57% |
| Android | 60.09% | |
| Desktop & Web | 7.34% | |
| Luxembourg | iOS | 56.00% |
| Android | 33.49% | |
| Desktop & Web | 10.51% | |
| Latvia | iOS | 26.31% |
| Android | 62.64% | |
| Desktop & Web | 11.05% | |
| Macao | iOS | 52.01% |
| Android | 23.02% | |
| Desktop & Web | 24.96% | |
| Saint Martin (French part) | iOS | 39.64% |
| Android | 59.72% | |
| Desktop & Web | 0.64% | |
| Morocco | iOS | 22.12% |
| Android | 59.93% | |
| Desktop & Web | 17.95% | |
| Monaco | iOS | 63.87% |
| Android | 31.40% | |
| Desktop & Web | 4.73% | |
| Moldova (the Republic of) | iOS | 32.69% |
| Android | 62.28% | |
| Desktop & Web | 5.03% | |
| Madagascar | iOS | 21.42% |
| Android | 66.22% | |
| Desktop & Web | 12.36% | |
| Maldives | iOS | 49.23% |
| Android | 47.98% | |
| Desktop & Web | 2.80% | |
| Mexico | iOS | 23.44% |
| Android | 54.95% | |
| Desktop & Web | 21.60% | |
| Marshall Islands (the) | iOS | 56.61% |
| Android | 42.87% | |
| Desktop & Web | 0.52% | |
| Republic of North Macedonia | iOS | 48.30% |
| Android | 45.55% | |
| Desktop & Web | 6.15% | |
| Mali | iOS | 12.36% |
| Android | 43.31% | |
| Desktop & Web | 44.34% | |
| Malta | iOS | 42.88% |
| Android | 45.75% | |
| Desktop & Web | 11.38% | |
| Myanmar | iOS | 35.46% |
| Android | 57.88% | |
| Desktop & Web | 6.66% | |
| Montenegro | iOS | 56.05% |
| Android | 38.15% | |
| Desktop & Web | 5.80% | |
| Mongolia | iOS | 58.99% |
| Android | 31.40% | |
| Desktop & Web | 9.61% | |
| Northern Mariana Islands (the) | iOS | 53.76% |
| Android | 38.40% | |
| Desktop & Web | 7.83% | |
| Mozambique | iOS | 21.39% |
| Android | 72.54% | |
| Desktop & Web | 6.07% | |
| Mauritania | iOS | 28.03% |
| Android | 69.52% | |
| Desktop & Web | 2.45% | |
| Montserrat | iOS | 34.39% |
| Android | 60.78% | |
| Desktop & Web | 4.83% | |
| Martinique | iOS | 35.06% |
| Android | 59.59% | |
| Desktop & Web | 5.35% | |
| Mauritius | iOS | 30.16% |
| Android | 62.37% | |
| Desktop & Web | 7.47% | |
| Malawi | iOS | 13.95% |
| Android | 79.89% | |
| Desktop & Web | 6.16% | |
| Malaysia | iOS | 35.60% |
| Android | 59.60% | |
| Desktop & Web | 4.80% | |
| Mayotte | iOS | 31.03% |
| Android | 61.54% | |
| Desktop & Web | 7.43% | |
| Namibia | iOS | 27.81% |
| Android | 66.21% | |
| Desktop & Web | 5.98% | |
| New Caledonia | iOS | 43.17% |
| Android | 53.72% | |
| Desktop & Web | 3.11% | |
| Niger (the) | iOS | 10.42% |
| Android | 86.66% | |
| Desktop & Web | 2.92% | |
| Norfolk Island | iOS | 37.33% |
| Android | 51.33% | |
| Desktop & Web | 11.34% | |
| Nigeria | iOS | 14.24% |
| Android | 77.93% | |
| Desktop & Web | 7.82% | |
| Nicaragua | iOS | 10.97% |
| Android | 86.71% | |
| Desktop & Web | 2.32% | |
| Niue | iOS | 30.08% |
| Android | 65.77% | |
| Desktop & Web | 4.15% | |
| Netherlands (the) | iOS | 26.25% |
| Android | 37.19% | |
| Desktop & Web | 36.56% | |
| Norway | iOS | 43.31% |
| Android | 37.98% | |
| Desktop & Web | 18.71% | |
| Nepal | iOS | 28.11% |
| Android | 66.68% | |
| Desktop & Web | 5.22% | |
| Nauru | iOS | 18.31% |
| Android | 78.18% | |
| Desktop & Web | 3.51% | |
| New Zealand | iOS | 27.41% |
| Android | 47.19% | |
| Desktop & Web | 25.40% | |
| Oman | iOS | 44.10% |
| Android | 49.21% | |
| Desktop & Web | 6.69% | |
| Pakistan | iOS | 8.18% |
| Android | 83.30% | |
| Desktop & Web | 8.52% | |
| Panama | iOS | 15.38% |
| Android | 78.21% | |
| Desktop & Web | 6.41% | |
| Peru | iOS | 17.48% |
| Android | 67.49% | |
| Desktop & Web | 15.02% | |
| Philippines (the) | iOS | 25.73% |
| Android | 67.85% | |
| Desktop & Web | 6.41% | |
| Palau | iOS | 60.27% |
| Android | 38.88% | |
| Desktop & Web | 0.85% | |
| Papua New Guinea | iOS | 8.11% |
| Android | 63.20% | |
| Desktop & Web | 28.69% | |
| Poland | iOS | 14.31% |
| Android | 55.47% | |
| Desktop & Web | 30.22% | |
| Puerto Rico | iOS | 44.12% |
| Android | 38.62% | |
| Desktop & Web | 17.26% | |
| Portugal | iOS | 29.76% |
| Android | 47.93% | |
| Desktop & Web | 22.30% | |
| Paraguay | iOS | 29.44% |
| Android | 64.91% | |
| Desktop & Web | 5.65% | |
| Palestine, State of | iOS | 56.27% |
| Android | 37.86% | |
| Desktop & Web | 5.87% | |
| French Polynesia | iOS | 37.30% |
| Android | 56.77% | |
| Desktop & Web | 5.93% | |
| Qatar | iOS | 61.97% |
| Android | 29.70% | |
| Desktop & Web | 8.33% | |
| Réunion | iOS | 39.44% |
| Android | 49.06% | |
| Desktop & Web | 11.51% | |
| Romania | iOS | 28.73% |
| Android | 62.18% | |
| Desktop & Web | 9.10% | |
| Russian Federation (the) | iOS | 29.69% |
| Android | 68.16% | |
| Desktop & Web | 2.15% | |
| Rwanda | iOS | 15.87% |
| Android | 76.74% | |
| Desktop & Web | 7.39% | |
| Saudi Arabia | iOS | 60.26% |
| Android | 33.14% | |
| Desktop & Web | 6.60% | |
| Sudan (the) | iOS | 3.42% |
| Android | 94.40% | |
| Desktop & Web | 2.18% | |
| Senegal | iOS | 37.29% |
| Android | 59.24% | |
| Desktop & Web | 3.46% | |
| Singapore | iOS | 41.40% |
| Android | 47.46% | |
| Desktop & Web | 11.15% | |
| Saint Helena, Ascension and Tristan da Cunha | iOS | 21.62% |
| Android | 76.88% | |
| Desktop & Web | 1.50% | |
| Svalbard and Jan Mayen | iOS | 24.95% |
| Android | 72.00% | |
| Desktop & Web | 3.05% | |
| Solomon Islands | iOS | 22.63% |
| Android | 58.80% | |
| Desktop & Web | 18.57% | |
| Sierra Leone | iOS | 28.95% |
| Android | 66.75% | |
| Desktop & Web | 4.30% | |
| El Salvador | iOS | 11.59% |
| Android | 79.62% | |
| Desktop & Web | 8.79% | |
| San Marino | iOS | 41.58% |
| Android | 50.66% | |
| Desktop & Web | 7.76% | |
| Somalia | iOS | 13.73% |
| Android | 80.60% | |
| Desktop & Web | 5.67% | |
| Saint Pierre and Miquelon | iOS | 63.15% |
| Android | 35.54% | |
| Desktop & Web | 1.31% | |
| Serbia | iOS | 24.93% |
| Android | 70.37% | |
| Desktop & Web | 4.70% | |
| South Sudan | iOS | 32.44% |
| Android | 58.93% | |
| Desktop & Web | 8.63% | |
| Sao Tome and Principe | iOS | 16.89% |
| Android | 80.46% | |
| Desktop & Web | 2.65% | |
| Suriname | iOS | 52.75% |
| Android | 42.87% | |
| Desktop & Web | 4.38% | |
| Slovakia | iOS | 23.52% |
| Android | 68.61% | |
| Desktop & Web | 7.87% | |
| Slovenia | iOS | 22.11% |
| Android | 63.65% | |
| Desktop & Web | 14.24% | |
| Sweden | iOS | 45.87% |
| Android | 36.22% | |
| Desktop & Web | 17.91% | |
| Eswatini | iOS | 27.26% |
| Android | 60.15% | |
| Desktop & Web | 12.59% | |
| Sint Maarten (Dutch part) | iOS | 48.58% |
| Android | 48.26% | |
| Desktop & Web | 3.17% | |
| Seychelles | iOS | 35.66% |
| Android | 59.09% | |
| Desktop & Web | 5.26% | |
| Syrian Arab Republic | iOS | 7.99% |
| Android | 91.98% | |
| Desktop & Web | 0.03% | |
| Turks and Caicos Islands (the) | iOS | 48.07% |
| Android | 47.90% | |
| Desktop & Web | 4.03% | |
| Chad | iOS | 11.98% |
| Android | 86.02% | |
| Desktop & Web | 2.00% | |
| Togo | iOS | 14.75% |
| Android | 78.30% | |
| Desktop & Web | 6.95% | |
| Thailand | iOS | 44.64% |
| Android | 51.93% | |
| Desktop & Web | 3.43% | |
| Tajikistan | iOS | 18.22% |
| Android | 81.01% | |
| Desktop & Web | 0.76% | |
| Tokelau | iOS | 35.91% |
| Android | 64.03% | |
| Desktop & Web | 0.06% | |
| Turkmenistan | iOS | 17.87% |
| Android | 79.21% | |
| Desktop & Web | 2.92% | |
| Timor-Leste | iOS | 30.41% |
| Android | 62.24% | |
| Desktop & Web | 7.35% | |
| Tonga | iOS | 55.28% |
| Android | 38.40% | |
| Desktop & Web | 6.33% | |
| Trinidad and Tobago | iOS | 24.99% |
| Android | 72.96% | |
| Desktop & Web | 2.05% | |
| Tunisia | iOS | 21.06% |
| Android | 61.08% | |
| Desktop & Web | 17.85% | |
| Turkey | iOS | 31.94% |
| Android | 63.76% | |
| Desktop & Web | 4.31% | |
| Tuvalu | iOS | 36.94% |
| Android | 54.11% | |
| Desktop & Web | 8.95% | |
| Taiwan (Province of China) | iOS | 45.11% |
| Android | 32.39% | |
| Desktop & Web | 22.50% | |
| Tanzania, United Republic of | iOS | 18.57% |
| Android | 78.53% | |
| Desktop & Web | 2.90% | |
| Uganda | iOS | 18.13% |
| Android | 71.61% | |
| Desktop & Web | 10.25% | |
| Ukraine | iOS | 16.75% |
| Android | 80.86% | |
| Desktop & Web | 2.39% | |
| Uruguay | iOS | 26.20% |
| Android | 66.81% | |
| Desktop & Web | 6.98% | |
| United States of America (the) | iOS | 44.55% |
| Android | 31.75% | |
| Desktop & Web | 23.70% | |
| Uzbekistan | iOS | 20.42% |
| Android | 77.78% | |
| Desktop & Web | 1.81% | |
| Holy See (the) | iOS | 2.81% |
| Android | 93.49% | |
| Desktop & Web | 3.70% | |
| Saint Vincent and the Grenadines | iOS | 36.43% |
| Android | 61.09% | |
| Desktop & Web | 2.48% | |
| Venezuela (Bolivarian Republic of) | iOS | 15.95% |
| Android | 81.56% | |
| Desktop & Web | 2.49% | |
| Virgin Islands (British) | iOS | 44.58% |
| Android | 51.68% | |
| Desktop & Web | 3.74% | |
| Virgin Islands (U.S.) | iOS | 48.37% |
| Android | 49.97% | |
| Desktop & Web | 1.66% | |
| Viet Nam | iOS | 49.73% |
| Android | 46.94% | |
| Desktop & Web | 3.33% | |
| Vanuatu | iOS | 29.26% |
| Android | 56.25% | |
| Desktop & Web | 14.49% | |
| Wallis and Futuna | iOS | 39.05% |
| Android | 59.49% | |
| Desktop & Web | 1.46% | |
| Samoa | iOS | 47.54% |
| Android | 50.43% | |
| Desktop & Web | 2.03% | |
| Yemen | iOS | 6.60% |
| Android | 92.74% | |
| Desktop & Web | 0.66% | |
| South Africa | iOS | 22.61% |
| Android | 60.02% | |
| Desktop & Web | 17.37% | |
| Zambia | iOS | 16.24% |
| Android | 78.30% | |
| Desktop & Web | 5.46% | |
| Zimbabwe | iOS | 24.86% |
| Android | 66.70% | |
| Desktop & Web | 8.44% |
Paid vs organic installs
All platforms global
Organic installs as a percentage of all installs dropped almost 2% in Q1 2024 from the previous quarter.
Organic and paid installs are still roughly equal, but that hides a significant difference between iOS and Android.
Android global
Organic Android app installs as measured by Singular dropped massively as a percentage of all Android app installs in Q1, from 63% to 55.3%. Which means, of course, that the percentage of paid app installs jumped: from 44.7% to 55.3%.
iOS global
iOS saw a massive shift as well. In Q4 of 2023, 62% of iOS app installs Singular measured were paid. That dropped to 56.9% in Q1.
There’s likely a combination of factors here: the holiday shopping season plus the usual next-quarter drop is certainly one of them.
Partner contributions: RevenueCat, Fluent, Mistplay
RevenueCat: Subscription trials must start quickly
Your mission is to convert new users … but you have just 24 hours. It’s a statistic that’s perhaps obvious in hindsight and yet too few apps optimize around with the importance it deserves: Most trial starts occur within the first 24 hours.
That’s according to our recent State of Subscription Apps report, which shows that across all app categories, 80.05% of trial starts occur on the first day after download.
This stat highlights the importance of making the right first impression and capitalizing on a user’s highest intent moment. If the new user experience clearly addresses the user’s problem and the value proposition is compelling right from the start, the likelihood of trial start and subsequent conversion increases dramatically.
Here are key action points to optimize this golden opportunity:
- Your 24-hour window doesn’t start with onboarding: It starts with acquisition. The ad creative, the app store feature, the press mention: these are your user’s first touchpoints. What you communicate here is about more than achieving downloads.
- Highlight premium benefits immediately: Don’t waste time in telling users that your app is a premium product.This transparency can maximize the initial high intent, steering users towards choosing a subscription early in their journey.
- Show, don’t tell: Use the onboarding process not just to inform but to show users the immediate value they can get from your app. An experiential introduction is far more compelling than a list of features.
- The ripple effect of the new user experience: Optimizing the first session impacts more than just trial starts rates, it also improves long-term conversion and retention rates. It’s one of the key areas you can optimize to impact the whole funnel.
- Experiment with longboarding: Extending onboarding with things like surveys and personalized screens can improve engagement, weed out low-intent users, and strengthen commitment among potential subscribers
Fluent: The long-term value of rewards in mobile UA
Rewarded advertising has come a long way over the past decade, emerging as a channel that offers not only scale and efficiency but also opportunities to drive high LTV. While there has traditionally been some skepticism around the value of incentivized traffic in mobile UA, the perception of rewarded players is undergoing a complete transformation.
A recent survey of the Fluent audience found that 65% of rewarded users go on to make in-app purchases, making them 48% more likely to spend money in-game than non-rewarded users. The frequency of in-app purchases also varies across traffic types – 34% of rewarded users make in-app purchases as often as once weekly, compared to 21% of non-rewarded users. Based on their spending habits, it’s clear that rewarded users are more than just players; they’re a goldmine for mobile game revenue.
Rewarded ads unlock access to incremental audiences, enticing users to give new games a try. Once those users are immersed in the mechanics of the game, they’re more likely to invest further. This creates a clear value exchange: developers connect with a highly engaged audience, and users receive rewards like in-game currency or real-world gift cards in exchange for actions like installing an app or reaching level 10 of gameplay.
According to Matt Conlin, Chief Customer Officer and Founder at Fluent, “this newfound appreciation for rewarded players is reflected in the rising bids developers are able to pay based on their ROAS goals. Game developers are confident enough to invest heavily in users from rewarded platforms because they see the long-term value. Not only are users completing required actions to get their rewards credits, but they’re also progressing through the game and becoming loyal players due to genuine interest.”
With the industry shifting focus from pure growth to ROAS, rewarded platforms will continue to play a primary role in maximizing profitability. As a getaway to long-term engagement, rewarded ads enable developers to reach their upper-funnel acquisition targets while also supporting downstream retention goals.
Mistplay: Acquiring mobile game IAP spenders
In today’s competitive mobile gaming landscape, acquiring players has become more challenging – and cracking the code to acquiring spending players is even more paramount.
Mobile game advertising remains the most successful discovery method for most spenders, with over half (51%) relying on ads as a primary method for discovering new games. However, marketers must leave no stone unturned while contributing to profitable growth, and word-of-mouth marketing strategies driven by player loyalty, like referrals, can unlock extra value.
Diving further into the in-game advertising strategy, while over a third of spenders (36%) say they actively ignore in-game ads, 26% actively pay attention no matter what type of game is advertised, indicating a need for publishers to rally around more innovative UA strategies and creative to successfully acquire players (and spenders).
With the leading reason for spenders to click on an ad and install a game being that the gameplay in the ad looks like something they’d enjoy, followed by eye-catching visuals, publishers need to ensure creative is accurate and tailored to spenders’ underlying motivations and gaming preferences – though many spenders report being frustrated by misaligned gameplay, so the need for true gameplay footage in advertising can’t be overlooked.
As we move forward into 2024 and beyond, mobile game publishers will continue to face increased competition for player wallet share and brand loyalty and will need to evaluate industry data on player behavior to strategically position themselves to build long-term loyalty and ultimately scale in a sustainable manner.
*The above data is from Mistplay’s 2024 Mobile Gaming Spender Report, in which we surveyed nearly 2,000 mobile game spenders from across genres to uncover acquisition preferences, spending dynamics, and more to provide publishers with fresh insights to revise their growth strategies and drive greater LTV.