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33 apps per handset, among Indian survey respondents: Google report

Google has released a “Mobile App Marketing Insights: Asia report”, surveying smartphone users and their app behaviour across 10 Asian countries including India, Philippines, Thailand, Malaysia, Vietnam, Singapore, Indonesia, Korea, Japan and China. The release claims that the study surveyed 10,000 users.

Top highlights from report:

  • Smartphone users in most Asian countries spend nearly equal amount of time on mobile apps and websites
  • Users from developed countries in Asia use higher number of apps while emerging countries have fewer apps
  • Emerging countries engage more with apps on a daily basis
  • Searching on app stores is one of the most common ways users discover apps.
  • Users in Asia consider reviews, ratings, app size and cost before installing a new app
  • Gaming apps is the most popular category of apps installed and uninstalled by respondents surveyed in Asia
  • More than half the respondents were comfortable with making purchases on apps
  • Most users consume free content in Asia while 20% of the respondents pay subscription or make one-off payments on apps
  • Nearly two-thirds of the respondents were comfortable making purchases within apps while gamers are more comfortable making in-app payments
  • More than 25% of the users shop online through mobile apps
  • Predominantly users in China, India and Indonesia use mobile apps instead of websites for price comparison
  • The net gain of apps is higher in emerging countries than in developed countries
  • Users from Asia have their notifications turned off for nearly 50% of the apps while they are also more likely to revisit old apps than other markets

Insights for India from the report


  • 38% of Indian respondents found their apps through search in India.
  • 33 apps are installed per Indian respondent surveyed.
  • The top 3 factors considered by users before installing an app are:
    • app rating
    • user rating
    • app size (relative to memory left on phone).
  • The top 3 reasons that users stated for uninstalling an app in India are the app:
    • takes too much memory (43%)
    • not useful or relevant anymore (41%)
    • found a better app that does the same job (41%).


  • On an average 5 apps are installed per month by every user while 3 apps are uninstalled per month by every user
  • The top 3 categories of apps that are installed every month as games (73%), education (68%) and books, magazines and comic (66%) while the top 3 categories of apps that are uninstalled include games (76%), books, magazines, comics (70%) and education apps (60%).
  • Only 20% of the apps have their notification turned off while the cumulative average for all surveyed countries was at 50%.
  • Time spent: On an average, Indians spend 62 minutes a day on mobile web and 44 minutes a day on mobile apps.


  • Buying patterns: 86% of Indian respondents have bought a product or service within an app at least once
  • With 77% of them having paid for apps or in-app purchases with their Play Store or iTune App Stores, India had the highest percentage of users who have paid using an app among the countries surveyed.
  • 27% of the respondents from India pay to subscribe to a digital service while 23% buy with one-off payments and 54% subscribe to free content. It is worth noting that India had the highest percentage of users paying for a digital service, among countries surveyed for this study.


  • While 42% of them use apps to shop online, 33% of the surveyed users use apps for shopping vertical price comparison apps over websites while 31% of them use apps for travel vertical price comparison over websites.
  • Among gamers, 31% of the Indian gamers surveyed make in-app payments for extra-lives, 31% for extra credits and 27% for virtual money.


  • Revisiting old apps: 61% of the Indian respondents are likely to revisit old apps than other markets.
  • 40% of Indian respondents would go back to using an app if there is increase in relevancy (40%), increase in family/friend mentions (39%) and new features (37%).


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