Tune: 90% of the world's mobile installations are organic

Of the total number of downloaded applications in the world, paid installations account for only 10%. Most of the downloads are organic,” the marketing company Tune assures in its research.

By organics, Tune means installations obtained with:

• cross-traffic from native apps;
• traffic from your own social pages;
• SEO and ASO;
• mailing lists;
• own public activities.

To put it a little more briefly: organic is all downloads, except those that are motivated or come from paid advertising.

The share of organic matter in total downloads jumps from country to country and depends on the platform, but it does not have less than 80% anywhere. The USA has the strongest positions for paid promotion on Android, and the UK has the strongest positions on iOS.

So why do developers often talk about the impossibility of “shooting” on the mobile market without large marketing budgets, if most of the downloads are organic?

Tune identifies two reasons. Paid downloads give a multiplier to the organic, and also increase the visibility of applications.

Paid downloads as an organic multiplier

Paid downloads give a significant increase in organic matter. On average, each paid installation brings 1.5 organic.

The increase itself strongly depends on the type and genre of the application. For example, on Android, the multiplier of organic downloads of racing games (racing) is 13.3, but the multiplier at the casino is only 2.1.

Everything is not limited to type/genre. The multiplier can be influenced by brand popularity, relevance, any events in the world, and so on.

Paid downloads as a way to increase visibility

Applications that are in the Top 50 free downloads receive 100-1000 times more installs than those applications that are in the Top 250-300. In other words, the higher the app is in the top, the more organic downloads it gets.

Source: Tune