Android vs iOS: India runs on Android
Nearly nine in ten installs for Indian app startups are on Android (87.5%), against 12.5% on iOS.
What it means for your app
Test deep links on Android first
App Links, in-app browsers and Play Store fallbacks are where most of your users will hit problems.
Your iOS sample is small
With about one install in eight on iOS, SKAN and ATT data will be thin. Read iOS results over longer windows.
Optimise Play Store listings
Store conversion on Google Play moves the biggest share of your installs.
Common questions
What share of app installs in India are Android?
87.5% of installs for Indian app startups are on Android, and 12.5% on iOS.
Should Indian apps prioritise Android?
Yes. With nearly nine in ten installs on Android, deep links, store listings and attribution testing should be tuned for Android first.
What is organic install share?
Organic install share is the percentage of an app's installs that cannot be matched to a paid campaign within the attribution window, such as store search, word of mouth and untracked referrals.
How is an organic install defined in these benchmarks?
An install counts as organic when it isn't matched to a paid ad network touchpoint within a 7-day click-through window. A paid install is matched to a specific campaign through deterministic attribution.
What is install to signup rate?
Install to signup rate is the number of signups divided by the number of installs, for apps that track a signup event. It shows how many new users get past onboarding.
Why do these benchmarks use medians instead of averages?
Medians treat every app equally, so one very large app can't distort a category figure. Ranges show the middle half of apps, from the lower to the upper quartile.