The 4 App Categories That Are Winning The New Device “App”-Alanche

Oct 19, 2020
By: Ravi Pimplaskar

Key Takeaways:

  • New Device Owners Install 3x More Apps that those who have had a phone for longer than a year
  • While all app categories get a lift, certain categories do better than others – such as Education, News, Social, and Messaging
  • App publishers in these categories really should be on the lookout for UA strategies that can reach New Device Owners
  • Digital Turbine’s platform includes First Day experiences that ensure your apps is scene by the New Device Owners right after unboxing

Our New Device Blog Series (part 1, part 2, and part 3) revealed research from Phoenix Marketing International that New Device Owners install 3x more apps than consumers that have had their phone longer than a year. 


What’s amazing about this is that EVERY SINGLE APP CATEGORY performs better in the first 90 days of ownership when compared to the rest of the life of the device. Which means no matter what type of app you have, you should be clamoring for ways to reach users right after unboxing their phone.  But there are certain categories that absolutely crush it with new device owners. 

The Top 4 App Categories for New Device Owners


This category, which includes apps like Khan Academy and Udemy, top our list. Considering the survey results, overlap with the start of the pandemic – it’s easy to understand why. With classrooms being shut down, students of all ages are flocking to alternatives. While this category still drives a lot of installs from New Device Owners, the pandemic might have raised the install ratio slightly more than it would normally be. These other categories likely would drive installs even in a normal world.


Our smartphones have become our connection to the world – and what better way to stay connected to the 24-hour news cycle than decking new phones out with our favorite News apps? Whether you’re a fan of CNN or Fox News, the New York Times or NPR, you’ll definitely want your new phone to keep you up-to-date. 


A few decades ago our phones primary purpose was to call people – mainly friends and family. Our phones still keep us connected more than ever to our loved ones, but it’s not usually through a phone call. Now, we connect with people through apps like Skype and Kik Messenger – which means when we get a new phone, we want to make sure we have the right platforms to communicate with our favorite people.


You just got the hottest new smartphone and you absolutely want to brag about it. And what better place to do that than your favorite social media channel? While some of the “big guns” in social media, like Facebook and Twitter, already come pre-installed and ready to use on many smartphones – other emerging platforms like HouseParty and FourSquare also could find opportunity with New Device Owners.


The “App”-alanche is Real and Spectacular

All app marketers should make it their number one priority to engage with new device owners from the moment a new device is powered up for the very first time. Digital Turbine’s platform is built around getting your app in front of New Device owners right after activation – when they are much more likely to download your app. 

Contact us today to learn how Digital Turbine can help you reach new smartphone owners seconds after a device has been unboxed, enhancing discoverability, activation, and potential lifetime value.

By Ravi Pimplaskar
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