Google leads in scale, however Fb dominates in high quality, as fast-paced digital transformation and rising consciousness of consumer privateness sparked modifications in shopper habits.
It is shut, however the race continues. Google prolonged its lead over Fb on the prime of Retention Index’s Common Energy Rating: from 69 vs. 68 energy rating rating in Index 11 (the primary half of 2020) to 69 vs. 64 in Index 12 (second half of 2020). On Thursday, AppsFlyer launched the twelfth version of its Efficiency Index, during which it ranked the highest media sources in cellular promoting. For the most recent version, AppsFlyer analyzed 580 media networks, 29 billion installs, greater than 16,000 apps and 60 billion app opens, from July to December 2020.
Google demonstrated marked progress on Android, and Fb’s high quality throughout indices has been important. Google’s share within the world non-organic (advert pushed/prompted) app set up elevated by 15% in Index 12, pushed by its Android progress, notably in growing markets and India. Google’s share in Android remained comparatively unchanged in North America and Western Europe, as nicely within the world iOS rankings.
Fb dropped 10% in Index 12, which is credited primarily to iOS