APP DISCOVERY DOESN'T JUST HAPPEN IN THE APP STORE
Marketers may assume that consumers head to an app store to find new apps—and a good portion do. In fact, 40% of smartphone users browse for apps in app stores. They remain a popular way to find new apps, from the latest in gaming to fitness tracking, music streaming, and much more. App stores are not the only way to discover apps, though.
People are finding out about apps in all kinds of instances while using their smartphones—when they're engaged in an app, searching for another specific app, watching a YouTube video, or even surfing a mobile website
Discovery through a search engine is especially prevalent for local apps, as are the tech and travel categories.
TAKE ACTION: MAKE YOUR APP DISCOVERABLE EVERYWHERE, INCLUDING SEARCH:-
People not only turn to search to find new apps; they actually download apps because of search ads. They're among the most effective ad formats for driving app downloads: Of those who downloaded an app based on an ad viewed on their smartphone, 50% said they were prompted to do so by a search ad.