For the first time, Google has surpassed Facebook in the total number of attributed installs according to the latest Performance Index published by AppsFlyer.
This means Google’s share of app installs increased eightfold over the last five years.
The index, based on 520 media networks to examine 23 billion app installs, also shows that Facebook is still a top media source to delivery high-quality users across most regions. The social network dominated iOS to drive non-organic installs.
With Android dominating the market, it is hardly surprising that Google grew its video and display placements substantially. Growth was fastest in Latin America (+18%) and Southeast Asia (+8%).
The competitive app store market is leading app marketers to invest more heavily in bolstering their rankings on the App Store and Google Play.
Apple Search Ads saw an 82% jump in their share of global app installs driven by the launch of Apple Search Ads in 42 new countries during the second quarter of 2019.
Quality rankings on the App Store also improved with Apple becoming one of the top six players in the Index.
“Looking back, we can see a persistent trend in the Growth Index. For most media sources, making the ranking is a one-time thing”, comments Shani Rosenfelder, Head of Mobile Insights at AppsFlyer. “That means maintaining growth in this hyper competitive space is very difficult, so companies must stay alert, recognise potential, and move fast to stay relevant. On a positive note, the fact that we see new companies with different types of products and qualities demonstrates that this industry has plenty of opportunities for those who can survive.”
TikTok continues to make waves in the global install market and its global share increased tenfold driven by growth in APAC, North America and EMEA.
TikTok also broke into the Index’s top 10 and is expected to grow further over the coming months.