Between March 2023 and February 2024, casual gaming app cost per install (CPI) on iOS increased at the beginning of the year before dropping in the summer and stabilizing throughout the rest of the measured period. The lowest CPI for the genre on the platform was in December 2023, with 4.20 U.S. dollars. That month, casual game CPI on the Android platform amounted to 0.71 U.S. dollars.

This statistic gives information on the average cost per installation (CPI) for Android and iOS apps in South Korea as of November 2016. During the measured period, the average CPI for an Android app was 0.62 U.S. dollars.

Between March 2020 and February 2021, the cost per install (CPI) of casual gaming apps via iOS amounted to 4.30 U.S. dollars, compared to an overall average of 1.15 U.S. dollars for Android. The difference is most pronounced in the puzzle gaming segment, with iOS puzzle game players being four times as expensive to acquire than Android ones.

As of May 2022, the average cost per installation (CPI) of a shopping app on iOS was about ***** dollars, compared to **** dollars for Android users. Conversely, the cost per action (CPA) was higher on Android, at ***** dollars versus ***** dollars for iOS.

Not all app categories can boast the same degree of user retention on day 30. While news apps were reported in the third quarter of 2024 to have a retention rate of almost 10 percent, social media apps presented less than two percent retention rate after 30 days from install. Entertainment apps presented a three percent installation rate, while a shopping apps had a retention rate of around four percent one month after installation. Before retention: user acquisition Gaining new users is fundamental for the healthy growth of a mobile application, and app developers have an array of tools that can be used to expand their audience. As of the second quarter of 2022, CPI, or cost per install, was the most used pricing model for user acquisition campaigns according to app developers worldwide. The cost of acquiring one new install in North America was of 5.28 U.S. dollars, but driving in-app purchases in the region was more pricey, with a cost of roughly 75 U.S. dollars per user. The future of in-app advertising In recent years, subscriptions and in-app purchases have become more popular app monetization practices, with users finally willing to pay for app premium functionalities and services. In 2020, video ads were reportedly the most expensive type of ads to drive conversions on both iOS and Android apps, while banner ads had a cost per action (CPA) of 36.77 U.S. dollars on iOS, and 10.28 U.S. dollars on Android.