Advertising benchmarks for app publishers – Find out which SDKs perform best for Android versus iOS

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The ad marketplace for app developers offers a wide variety of SDK choices, which can make it difficult to choose the right one. Now, the Mobbo Power Index offers app publishers benchmarks for mobile app SDK components to help them make an informed decision.

The report covers attribution SDKs of leading players Adjust, AppsFlyer, Tune, Kochava, Apsalar and TalkingData.

AppsFlyer leads attribution on Android with a 60% market share and on iOS with 50%, followed by Adjust at 24% and 26% respectively, as well as Tune at 10% and 9%.

Android and iOS attribution global market share

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Source: mobbo.com

Market share and growth over the last months can be a good indicator of SDKs serving the market. Mobbo research shows that AppFlyer’s market share position may increase further in the future. Its market share in the past 30 days was 81.1% and will increase further. Adjust holds 25% of the market and totaled only 8.3% in the last month.

New installs

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Source: mobbo.com

When it comes to mobile attribution market share by app with over 10 million downloads compared to all others, AppsFlyer’s lead to Adjust narrows on Android. However, on iOS, AppsFlyer retains a leading position among top apps. Kochava’s market share on top Android apps is 2.5 times higher than its share among all apps.

Mobile Attribution Market Share By Platform: All Apps vs. Top Apps Android and iOS

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Source: mobbo.com

Interestingly, uninstall rates vary a lot by operating system. Kochava has very high consumer uninstall rates on Android compared to competitors. However, it does much better on iOS. Tune’s uninstall rate on iOS is six times above that of other providers with 6.65% of apps removing its SDK. Tune performs better on Android.

AppsFlyer ranked low for uninstall rates across Android but also IOS.

Uninstall rates on Android versus iOS

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Source: mobbo.com

The overall Mobbo power index shows that AppsFlyer generally scores high on Android as well as iOS apps. Tune fares slightly better for Android than iOS, whilst Kochava has more power on iOS. TalkingData performs well on both operating systems, and Apsalar is a better choice for Android.

Power Index Android versus iOS

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Source: mobbo.com