Majority of UK iPhone Users Blind to Apps Deeper Than the Top-50

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The vast majority (81%) of Apple iPhone users in the UK wont go past the first 50 apps in the iTunes store when seeking something new to download claims a report by Surikate.

The study demonstrates that there are on average 52.2 million visits to the App Store every week, findability and searchability have never been more important for mobile app developers.

The vast majority of users are browsing through the App Store at home (86%), where they have more time to discover new apps. Only around a quarter (23%) of users typically browse on the move, with browsing at work coming in closely behind (22%). More interestingly, and somewhat tellingly of the way that people use the devices to fill their 'spare' time, 11% of iPhone users confess to browsing for apps whilst on the toilet.

The path to App discovery

When it comes to finding new apps, more than three-quarters of iPhone users (82%) tend to do so by browsing the App Store (predominantly the top 25) -- while two-thirds of users have found apps through recommendations from friends and family, demonstrating the importance of kick starting the word-of-mouth effect.

Surikate's research also sheds light on the number of visitors on the App Store by day and time. For example, if a brand and./or app developer were to have their application in the UK App Store between 6 and 9pm on a Friday night, it would be visible to about 2.61 million users.

But once in the store, what can developers do to convert visitors to loyal users? Presence in the App Store charts is crucial, as 75% of iPhone users will often download apps from here without any prior awareness. However, ranking and presence alone are not enough to drive downloads - 85% of App Store visitors need to see a strong reviews, screenshots or price to be convinced.

There is little to separate the category browsing habits of the sexes, with Games and Entertainment being the top choices for both. However, proving the value in stereotypes, there are signs that men tend to favour Sports, while women prefer to browse Food and Drink.

"Our research shows that getting an app ranked among the Top 25 or higher in the App Store Charts is crucial, as just over half of iPhone users (57%) will not browse beyond the first 25 applications," reported Jules Minvielle, Surikate's founder and CEO.

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Tags: apple iphone  app store  UK 

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