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Average App Conversion Rate per Category [2020]

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Average App Conversion Rate per Category [2020]

When talking about app conversion rates, most ASO experts refer to the ‘App Page Conversion Rate’ or percentage of users that download your app after they have viewed your app page. Across all the different categories, the average Conversion Rate in the US is 32.53% in the Apple App Store and 29.68% in the Google Play Store.

However, not everyone visits your app page when downloading your app (some download it directly from the search or browse results), therefore it is also worth it to analyze and compare your Install Rate. The Install Rate helps you understand how well your app stands out in the search and browse results. Across all the different categories, the average Install Rate in the Apple App Store is 3.42%.

App Store conversion rates vary widely across categories. In this blog we have analyzed conversion rates for both the Apple App Store and Google Play Store for each major category in the US.


App Store Conversion Rate Metrics

There are two metrics you should consider when analyzing your app store conversion rate:

  • Conversion Rate or App Units/Page Views: The percentage of users that download your app after they have viewed your app page. This metric is used mostly across the ASO community when referring to app store conversion rates. The metric gives you an idea of how well your app page convinces users to download your app after they have tapped through or viewed your page.
  • Install Rate or App Units/Impressions: The percentage of users that download your app directly from the app store search or browse results, without tapping through to your app page. The Install Rate tells you how well your app stands out in the app store search results.

Note: it is possible that the Conversion Rate on the Apple App Store is higher than 100%. That indicates that most people download your app by clicking on the download button directly in the search results, without visiting your app page first. As a result, the number of installs is higher than the number of page views, leading to a conversion rate that is higher than 100%.

App Store Conversion Rate Benchmarks on AppTweak

On AppTweak we track more than 4 million apps on a daily basis. That means we have tons of data to help you compare your app’s conversion rate with other apps. With our conversion rate benchmark feature you can see the average conversion rate benchmarks per store, per category, country and channel (iOS).

Conversion Benchmarks

On AppTweak you can see app conversion rate benchmarks for each store, per category, country and channel (iOS). The first column shows the Click Through Rate (page views / impressions), the second column shows the Conversion Rate (app units / page views), the third column shows the Install Rate (app units / impressions)

Learn more about AppTweak’s conversion rate benchmark feature.

Log in to see app store conversion rate benchmarks for each country.

Average Conversion Rate - Apple App Store:

The average Conversion Rate in the Apple App Store in the US is 32.53%. This number needs to be addressed with caution as it fluctuates widely across categories. The average Conversion Rate in the Weather Category goes as high as 87.3%. The Food & Drink Category on the other hand only shows an average Conversion Rate of 5.8%.

Average Conversion Rate - Apple App Store
The average average Conversion Rate in the Apple App Store in the US is 32.53%. The metric however varies widely across different categories. Source: www.apptweak.com - November 2019 to May 2020

CategoryAverage Conversion Rate iOS
Weather 87.3%
Game Trivia61.3%
Utilities61.2%
Music58.6%
Productivity57.4%
Medical56.8%
Business55.0%
News53.6%
Shopping53.0%
Social Networking48.2%
Navigation46.5%
Game Racing46.2%
Reference39.6%
Game Sports37.2%
Finance34.3%
Books33.9%
Newsstand33.7%
Lifestyle32.7%
Health & Fitness32.7%
Education31.8%
Sports23.0%
Game Adventure21.2%
Game Card20.5%
Photo & Video20.0%
Entertainment16.8%
Game Family15.3%
Game Puzzle14.2%
Game Board14.1%
Game Simulation13.4%
Game Action13.3%
Game Casual13.1%
Game Word12.2%
Game Casino11.3%
Travel10.0%
Game Strategy9.4%
Game Role Playing9.1%
Food & Drink5.8%
AVERAGE32.53%

Average Conversion Rate - Google Play Store:

The average Conversion Rate in the Google Play Store in the US is 29.68%, slightly lower than the average conversion rate in the Apple App Store (32.53%). The Business Category has the highest Conversion Rate (58%), the Travel and Local Category only has an average Conversion Rate of 9.2% in the Google Play Store.

Average Conversion Rate - Google Play Store

The average Conversion Rate in the Google Play Store in the US is 29.68%. The metric however varies widely across different categories. Source: www.apptweak.com - November 2019 to May 2020

CategoryAverage Conversion Rate Google Play
Business58.0%
Maps and Navigation43.4%
Education41.0%
Family - Education38.6%
Productivity37.3%
Family - Pretend35.3%
Tools35.2%
Books and Reference34.6%
Photography33.5%
Music and Audio32.6%
Finance29.5%
Video Players29.5%
Game - Racing28.6%
Communication27.7%
Game - Casual27.3%
Health and Fitness27.2%
Game - Card26.8%
Dating25.8%
Game - Simulation24.2%
Social24.1%
Game - Arcade22.9%
Game - Sports22.5%
Game - Role Playing20.1%
Lifestyle19.5%
Game - Action18.8%
Game - Puzzle18.7%
Family - Brain Games18.6%
Personalization18.5%
Entertainment18.3%
Game - Adventure17.6%
Game - Word15.0%
Game - Strategy14.2%
Game - Casino10.9%
Travel and Local9.2%
AVERAGE29.68%

Average Install Rate - Apple App Store:

The average Install Rate in the Apple App Store in the US is 3.42%. That means that on average 3.42% of users download your app after being exposed to it in the Apple App Store search or browse results.

The Install Rate varies across categories. Apps in the Game Board Category tend to have a low Install Rate (0.7%), whereas apps in the Finance Category convert searches at a higher rate of 8.5%.

Average Install Rate - Apple App Store:

The average App Install Rate in the Apple App Store in the US is 3.42%. The metric however varies widely across different categories. Source: www.apptweak.com - November 2019 to May 2020

CategoryAverage Install Rate iOS
Finance8.5%
Utilities6.9%
Business6.2%
Productivity5.9%
Medical5.3%
Reference5.0%
Music5.0%
Lifestyle4.9%
News4.9%
Photo & Video4.6%
Weather 4.5%
Social Networking4.0%
Game Trivia4.0%
Game Racing3.9%
Travel3.7%
Entertainment3.6%
Health & Fitness3.5%
Shopping3.4%
Game Word3.0%
Game Casino2.9%
Game Sports2.9%
Food & Drink2.8%
Books2.6%
Game Puzzle2.4%
Education2.4%
Game Casual2.4%
Navigation2.3%
Game Card2.0%
Sports2.0%
Game Simulation2.0%
Game Action1.9%
Game Strategy1.6%
Newsstand1.6%
Game Adventure1.4%
Game Role Playing1.1%
Game Family0.8%
Game Board0.7%
AVERAGE3.42%

With the App Conversion Rate benchmarks, you can now compare your numbers with other apps in your industry! Sign up for a free trial to get more details on conversion rates per channel for each country. 🚀

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