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To say that the potential marketplace for cell apps in India is big can be an understatement. Based on, India was the second largest market on the earth for app downloads in 2022 and is about to be the world’s quickest rising market this 12 months.


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In 2021, customers in India spent 1.6 trillion hours on their cell units, and India took up 14% of all world app installs that 12 months as nicely.

For a inhabitants of 1.4 billion folks, meaning India is an unlimited, fast-moving market — one that’s nonetheless largely untapped by world manufacturers.

Cell Utilization Research: How India Makes use of Its Units 

To raised perceive how people in India use their cell units, we carried out a research on cell utilization habits in India, analyzing over 300 cell apps on our platform, every with a mean month-to-month consumer base of greater than 4 million customers (see methodology beneath).

What we found has an influence in your technique for reaching Indian customers.

Some highlights from the research:

1.Ladies Are Gaining In Key Verticals

Whereas the cell market stays largely dominated by males with common app consumption by males standing at 72% and by girls at 28%, Indian girls outpace males in ecommerce app utilization, accounting for 54% of all utilization.

And ladies are steadily rising utilization in three verticals — specifically, schooling know-how, social engagement, and fintech. Entrepreneurs in these key verticals have an amazing alternative for attracting new customers to their apps by personalizing their campaigns for girls.

Compared, the highest app verticals utilized by males are gaming, journey and transportation, and media and leisure.

2. Uninstalls Are Excessive

Whereas app utilization is excessive, uninstall rates equally soared, notably in gaming apps (44%) and social engagement apps (46%).

On the opposite finish of the spectrum, the apps that witnessed the bottom variety of uninstalls had been on-demand providers (21%), adopted by well being and health (25%).

New Consumer Uninstall Charges

Vertical Common


Uninstall Charge over a month %

Common Time Taken by 80% of those Uninstalls (in days) No of apps



Fintech 34% 9 38
Media and Leisure 35% 11 37
Ecommerce 36% 12 33
EduTech 35% 11 24
Journey and Transportation 29% 10 23
Well being and Health 25% 13 22
Gaming 44% 7 21
Social Engagement 46% 9 17
On Demand Providers 21% 13 16
Meals 32% 12 11


3. App Penetration: Rural vs. City India

The largest alternative nonetheless seems to be associated to app penetration. Our cell utilization research reveals that app penetration is way greater in city facilities at 83.6% in comparison with rural areas.

The app verticals that led in rural areas had been: schooling know-how (19.2%), media and leisure (17.7%), and fintech (17.7%).

The apps that had the bottom charge of adoption in rural areas had been well being and health apps (13.15%).

In the meantime in city areas, the very best app consumption was in well being and health, ecommerce, and journey and transportation.


Rural vs. City Distribution Throughout Verticals

Vertical City % Rural % No of apps
Ecommerce 85.47 14.53 13
Media and Leisure 82.23 17.77 12
Gaming 82.63 17.37 9
Fintech 82.22 17.78 8
EduTech 80.79 19.21 8
Journey and Transportation 84.99 15.01 6
Well being and Health 86.85 13.15 5


The Alternatives 

What does this imply to your personal cell advertising methods?

First, perceive that apps are world. And even if you’re not actively occupied with reaching audiences in India, they might already be prospects. Concentrate on constructing relationships with them. Incentivize them to unfold the phrase about your app through loyalty programs and rewards.

Second, in case your app is in one of many high-consumption classes in India, your model has an amazing alternative to achieve the huge viewers there. Rural areas are utilizing plenty of edutech, leisure, and fintech apps. City areas are utilizing plenty of well being, ecommerce, and journey. Double down in your app marketing strategies. Discover what works to your viewers so you may purchase extra.

Third, in case your app falls in a class that has the next share of male or feminine customers, there is a chance to ship them gender-specific advertising communications—messaging that’s designed to resonate with the audience’s pursuits and issues.

Methodology of the Cell Research

Our knowledge science group analyzed over 300 cell apps throughout totally different verticals, with a mean month-to-month consumer base of greater than 4 million customers. We sought to know the cell utilization habits and determine developments in app consumption throughout India.

The cell utilization habits was damaged down by: location (city vs.rural), gender distribution throughout verticals (fintech, edutech, media and leisure, well being and health, journey and transportation, ecommerce, social engagement), response to engagement campaigns throughout totally different channels and verticals, and uninstall charges throughout these verticals.

The research analyzed over 782 billion push notifications, 52 billion emails, and 10 billion in-app notifications to get the insights above.