Data Digest: Q2 2018

The mobile app economy experienced significant growth during the second quarter of 2018, characterized by a 14.6 percent year-over-year increase in first-time downloads. Total global installs reached approximately 25.9 billion across the Apple App Store and Google Play. Google Play served as the primary driver of this growth, accounting for 18.6 billion installs and a 15.6 percent year-over-year increase, while the App Store recorded 7.3 billion installs with a 12.9 percent growth rate.

Market performance remained concentrated among established industry leaders. Netflix maintained its position as the highest-grossing non-game app globally, while Tencent’s Honor of Kings continued to dominate mobile game revenue. The mobile gaming sector remained the primary engine for consumer spending, accounting for approximately 77 percent of all app revenue during the quarter. In the download category, Facebook-owned applications continued to lead non-game installs, though Bytedance’s TikTok saw substantial growth, rising to the fifth position. Meanwhile, the gaming market saw a surge in popularity for hyper-casual titles such as Helix Jump and Love Balls.

These findings are derived from the Store Intelligence platform, which tracks global app store performance metrics. The analysis covers worldwide mobile application trends, including top-performing publishers, revenue leaders, and download rankings for both iOS and Android platforms. By examining these data points, the industry highlights a persistent trend where gaming publishers command the majority of consumer expenditure, while social and communication apps maintain the highest volume of user acquisition.