Revealing Audience Interests for Better App Marketing

A couple of months ago, we announced the launch of our new app analysis feature – App Engagement. This new feature reveals the true value behind any app in terms of popularity and stickiness. We recently added a new section of this feature called Audience Interests, which provides actionable insights into user bahvior for app developers and marketeers.

Audience Interests shows you which apps have a high probability of being installed and used by the same users. It also tells you the top commonly used app categories. With these kinds of stats you can:

  • Decide which app category is the best fit for your app
  • Find out the best categories for advertising
  • Choose the most relevant apps for advertising
  • Approach relevant advertisers and offer your services as a publisher
  • Gain a better understanding of any market

Here are some examples, so you can get a better understanding of how ‘Audience Interests’ can be of benefit to your app strategy.


Better Store Discovery with the Right Category Listing

When facing the first stage of discovery in the store, every small detail matters.  Using the keywords that will bring you the most organic traffic, the best icon for attracting visits to your developer page, and the right app description to help associate your app with other relevant apps – all of these are crucial aspects of successful app promotion in the app store. And there’s also category to consider – placing your app under the right category to bring you a large volume of downloads and use by the relevant audience.

Tango, a free video call and texting app is listed under the category ‘Social’ and is ranked quite high:



However, when we look at the Audience Interests of Tango users, it’s clear that most of the apps that are used in high probability with Tango fall under the ‘Communication’ category – it’s the number one category for similar apps likely used by Tango users.


Given this information, Tango developers might consider testing a change of category in order to increase their in-store discovery.


More Effective Acquisition with the Right Publishers

Up until now most app advertisers rely on automated processes determined by app ad networks in order to determine where their ads will likely be seen by users. It’s not that app marketeers don’t understand the concept of targeted advertising; it’s just that until very recently there was no option to really know which category would work best in terms of quality growing of installs and active users.

Moreover, Google recently announced the launch of a new beta program that allows you to buy sponsored listings in Google Play Store, which opens up even more acquisition opportunities, but also makes segmenting your target audience even more important. With Audience Interests you can finally identify which categories are most likely to reach your relevant audience.

Let’s say we have a B2B mobile product and we’re looking for the right places to advertise. If we analyze a business-oriented app, there’s a good chance we’ll find relevant categories and apps for an equally relevant user base who intend to install and use the app. For this example we chose the popular business networking site Linkedin, which is used by people across the globe.

The top 5 categories that are installed and used more than average by LinkedIn app users are Communication, Productivity, Social, News & Magazines



This already puts us in a good starting point when it comes to our acquisition strategy. But it doesn’t end there. We can dig deeper by downloading the list of apps under ‘Audience Interests’ to Excel:



…and find even more relevant app categories:



We can also find specific relevant publishers and evaluate them using the App Index metric to benchmark by country or the app’s main category. In this specific example, we’ve filtered for the business category and are looking at the apps’ category and country app index numbers. The closest to 1 the rank is, the better install and engagement rate of the app:


Finding Relevant Advertisers

For some apps, the business model includes providing high level advertising placements. One such example is the social GPS app that was purchased by Google a couple of years backWaze. Waze is now working hard on their publishing efforts and is hand-picking relevant apps to include in their complex advertising offers.

To find relevant advertisers, Waze developers can analyze their own app using the ‘Audience Interests’ section in SimilarWeb PRO. Some examples from the list are Bank of America, Starbucks, GasBuddy and Spotify music. Any of these can be a good potential advertiser on Waze, and can also give Waze ideas about other similar companies to approach.




We’ve covered only 5 benefits in this article and showed examples for 4 of them. There are many more benefits and more use cases for this new section on SimilarWeb PRO. If you have ones you’ve discovered, we’d be happy to hear about it. If we like your insights, we’ll share them on our blog and send it to our users to fully illustrate all the capabilities of this innovative tool.

About the Author -

Natalie Halimi is the Head of Marketing Communications & Education at SimilarWeb. With over 10 years of experience in marketing, Natalie has promoted services and products in the B2C and B2B arenas, in various industries.

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