Data show that despite Q1 from 2016 to 2019, the U.S. regionIPhoneThe number of downloads of non-game apps has increased by 33%, but the number of downloads needed to reach the top of the list has declined. The average daily download of top apps dropped from 136,000 in 2016 to 90,000 in 2018, although it increased slightly by 4% to 94,000 in 2019.
This reflects the fact that popular social and communications applications, led by Facebook and Messenger, have a relatively high market share in the United States, causing downloads to decline year by year. In recent years, the most successful non-game applications are Snapchat and Bitmoji. Facebook's Messenger got 5 million installations in the App Store in November 2016, while Snapchat and Bitmoji got the same number in March 2017 and August 2016, respectively. But since March 2017, no non-game app has been installed more than 3.5 million times a month in the U.S. App Store.
On Google Play in the US, the trend of download volume at the top of the list is more obvious, from an average of 209,000 downloads per day in 2016 to 74,000 downloads in 2019, a decline of 65%. Affected by downloads of header apps such as Messenger, Facebook, Snapchat, Pandora and Instagram, total downloads of Google Play non-game apps declined slightly in the US. For example, the number of downloads of the top Messenger reached nearly 80 million in 2016, compared with 26 million in 2018, a decline of about 68%.
Contrary to non-game applications, the rise of ultra-leisure games in the U.S. iPhone download list in recent years has greatly raised the threshold to top the game download list. Since 2019, the average number of downloads per day has risen to 174,000, up 47% from 118,000 in 2016.
During Q1 from 2016 to 2019, the total number of downloads of mobile games in the United States increased by only 40%. This means that, despite the rapid development of the hand-tour market in the United States in the past two years, the competition for the top spot of the hand-tour download list is more intense. Since 2019, 28 Games have topped the US Hand Tour Download List, of which 24 are super-leisure games. The other four games include: Harry Potter: Wizard Alliance, Doctor Mario World, BTS WORLD, and all the other games except Wizard Alliance are on the download list within one day of their launch. On the other hand, the most popular super-leisure games, Good Job Games Colorbump 3D and Voodoo Aquapark.io, have occupied 30 and 25 days of download lists respectively this year.
On Google Play, although the download volume of hand games in the United States is declining as a whole, the rise of super-leisure Games has basically kept the download volume at the top of the list stable. The average daily download of Google Play rose from 70,000 in 2017 to 116,000 in 2019, an increase of 66%. However, the total downloads of hand games dropped from 646 million Q1 downloads in 2017 to 1.544 billion Q1 downloads in 2019, a 16% decline. Since 2019, 23 games have topped the Google Play Hand Tour Download List in the United States, with 21 places occupied by super-leisure games, including Great Puzzle Games Words Story and Geisha Tokyo Traffic Run.
Although the threshold for the top non-game downloads of the American region's iPhone is much lower than before, the threshold for entry to Top10 is somewhat higher. The average daily download of Top 10 increased from 44,000 in 2016 to 49,000 in 2019, an 11% increase. However, the average daily download of Top, a non-game app on Google Play, dropped from 55,000 in 2016 to 31,000 in 2019, a drop of nearly 50%. Although Top10 downloads have fallen less than the top downloads (65%), it is now easier to qualify for Top10 than it was three years ago.
In hand-swimming, the increase of Top10 downloads is more obvious than the top. The entry threshold for Top10 in the App Store Hand Tour Download List has nearly doubled from 25,000 in 2016 to 43,000 in 2019. Google Play's top 10 access threshold increased from 27,000 to 34,000, an increase of 26%. Although popular games such as Fortress Night, PUBG Mobile and Wild Fighting are also frequent downloaders of Top10, they are still dominated by super-casual game makers such as Voodoo, Good Job Games and Playgendary, while medium and heavy games are usually outside the top 10.
Top10 downloads of popular application types
From 2019 to now, photo/video applications are the most competitive application type in the App Store download list in the region, with an average daily download of 16,000 times to be eligible for Top 10. YouTube, Instagram, TikTok and Snapchat all belong to such applications. Next are shopping, social networking, entertainment and tool applications. The threshold of Top 10 is 15.3 million times a day, 14.5 million times a day, 12.6 million times a day and 12.4 million times a day, respectively.
On Google Play, entertainment applications led by Netflix, Hulu and Bitmoji are the most popular categories besides hand games. The threshold for this category to enter Top10 is 17.1 million downloads per day. The second highest ranking is shopping applications, with the entry threshold of Top10 reaching 108,000 downloads per day. Next are social, music and financial applications.
Top10 Access Threshold for Major Mobile Markets
In 2019, on China's App Store, non-game apps need to reach an average of 91,000 downloads per day to be included in Top10. It is much higher than that in the United States (49,000) and Japan (14,000). In terms of hand games, Top10 has the highest entry threshold in the US market, with an average daily download of 43,000 times. Second, China, Japan and Britain had 29,000, 10,000 and 8,000 times, respectively.
On Google Play, the entry threshold for Top10 in India is much higher than that in other countries, with an average daily download of 256,000 non-game applications and 117,000 hand-trips. Brazil ranked second in the market, with 64,000 downloads per day and 47,000 downloads per day for non-game and hand games Top 10, respectively. Indonesia ranked third in the entry threshold for non-game application Top10, with 64,000 times, while the United States ranked third in the entry threshold for hand Tour Top10, with 34,000 times.
Overall, with the increasing penetration of the mobile market in the United States in recent years, non-game applications are not monopolized by several popular applications, which means that more opportunities are left for other applications. Especially on Google Play, the number of downloads at the top of the list dropped 71% compared with 2016. On the contrary, the rise of super-leisure Games has greatly increased the threshold to top the download list.